Adobe launched Experience Platform Agent Orchestrator and announced new enterprise capabilities for Adobe Express at its annual Adobe Summit conference in Las Vegas on Tuesday. The new offerings aim to help businesses orchestrate AI agents for customer experiences and streamline content creation processes amid growing demands for personalized engagement.
The announcements mark Adobe's strategic shift from Customer Experience Management (CXM) to AI-enabled Customer Experience Orchestration (CXO), reflecting how marketing, creativity and AI are converging to enhance capabilities for businesses. This comes as an Adobe survey found 89% of enterprises expect content demand to at least double this year, with half anticipating it to triple or more, creating challenges for marketing teams with limited resources.
Powering Purpose-Built AI Agents
The new Adobe Experience Platform Agent Orchestrator provides the data foundation for businesses to build, manage and orchestrate purpose-built AI agents that can engage directly with customers and support work across Adobe applications and third-party ecosystems.
“With over one trillion experiences per year now being activated through Adobe Experience Platform, Adobe Experience Platform Agent Orchestrator is rooted in a deep, semantic understanding of enterprise data, content and customer journeys,” according to the company announcement.
Adobe unveiled 10 purpose-built AI agents, including:
- Account qualification agent for evaluating B2B sales opportunities
- Audience agent for analyzing cross-channel engagement data to create optimized audience segments
- Content production agent for generating and assembling content based on brand guidelines
- Data insights agent for deriving insights from signals across an organization
- Data engineering agent for high-volume data management tasks
- Experimentation agent for hypothesizing and simulating new personalization ideas
- Journey agent for orchestrating cross-channel experiences
- Product advisor agent for supporting brand engagement through personalized product discovery
- Site optimization agent for automatically detecting and fixing website issues
- Workflow optimization agent for monitoring project health and streamlining approvals
The company also introduced Adobe Brand Concierge, described as “the first brand-centric agent” that represents the evolution from transactional chatbots to richer agent experiences. This new application, built on AEP Agent Orchestrator, allows businesses to configure AI agents that guide consumers from exploration to purchase decisions using personalized, conversational experiences across text, voice or images.
Adobe reports a 1,200% increase in traffic to U.S. retail sites from generative AI sources between July 2024 and February 2025, indicating growing consumer interest in AI-guided purchase assistance.
The Agent Orchestrator ecosystem includes partnerships with Acxiom, Amazon Web Services, SAP, Genesys, IBM, Microsoft, RainFocus, SAP, and Workday, as well as expanded agency relationships with Accenture, Deloitte Digital, EY and IBM.
Adobe's purpose-built AI agents (Adobe)
Adobe Express Gets Enterprise-Level Enhancements
Adobe also announced new enterprise capabilities coming to Adobe Express this summer, addressing what the company calls “content chaos” – where distributed marketing, social, sales, HR and other teams turn to unauthorized applications due to limited resources.
“Whether it's a regional marketer charged with localizing and launching a full campaign or a sales rep who needs to customize a deck for a next-day meeting, Adobe Express helps business professionals create high-quality content and gives brand and technology stewards peace of mind,” said Govind Balakrishnan, SVP and General Manager, Adobe Express.
The new capabilities include:
- Adobe Workfront integration for unified review and approval workflows
- Native reviews and approval processes within Adobe Express
- Customized home pages ensuring easy access to branded templates
- One-click brand set-up that automatically extracts and organizes brand logos, colors and fonts
Sakura Martin, Global Head of Brand & Design at Dentsu, which uses Adobe Express across approximately 120 markets, stated: “Adobe Express is filling a critical gap for our distributed marketing teams, enabling them to leverage branded templates from our creative studio to localize. This allows them to activate social content, newsletters, posters, and digital marketing assets 70% faster than before while freeing up 20% more time for our creative team to focus on strategic work.”
Adobe Express is now integrated into Adobe GenStudio for Performance Marketing, Firefly Creative Production, Adobe Journey Optimizer, Marketo Engage, and Adobe Acrobat. The platform's add-on marketplace has quadrupled in the last year to include over 225 tools, with new platform partnerships including Miro, Raksul, One Career and Box, joining existing partners like Slack, Google, ChatGPT, Hubspot, Webflow and Wix.
Additional Enhancements Across Adobe's Portfolio
Adobe announced several other product enhancements at the Summit, including:
- Journey Optimizer Experimentation Accelerator to help teams identify high-impact opportunities and pinpoint winning strategies
- Experience Manager Sites Optimizer for improving web traffic acquisition through automated issue diagnosis
- GenStudio Foundation providing a unified interface for Adobe's content supply chain solutions
- Updates to GenStudio for Performance Marketing, including asset creation for advertisements served through Microsoft Advertising Platform and Google Campaign Manager 360, and expanded collaboration with LinkedIn Ads for B2B use cases
The new Adobe Express enterprise capabilities will be available this summer, while the other announced products and features are generally available now as part of Adobe's Experience Platform.
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