Adobe launched Experience Platform Agent Orchestrator and announced latest enterprise capabilities for Adobe Express at its annual Adobe Summit conference in Las Vegas on Tuesday. The brand new offerings aim to assist 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 reinforce capabilities for businesses. This comes as an Adobe survey found 89% of enterprises expect content demand to at the very least double this 12 months, with half anticipating it to triple or more, creating challenges for marketing teams with limited resources.
Powering Purpose-Built AI Agents
The brand new Adobe Experience Platform Agent Orchestrator provides the info foundation for businesses to construct, manage and orchestrate purpose-built AI agents that may engage directly with customers and support work across Adobe applications and third-party ecosystems.
“With over one trillion experiences per 12 months 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,” in response to the corporate 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 a corporation
- Data engineering agent for high-volume data management tasks
- Experimentation agent for hypothesizing and simulating latest personalization ideas
- Journey agent for orchestrating cross-channel experiences
- Product advisor agent for supporting brand engagement through personalized product discovery
- Site optimization agent for robotically detecting and fixing website issues
- Workflow optimization agent for monitoring project health and streamlining approvals
The corporate also introduced Adobe Brand Concierge, described as “the primary brand-centric agent” that represents the evolution from transactional chatbots to richer agent experiences. This latest application, built on AEP Agent Orchestrator, allows businesses to configure AI agents that guide consumers from exploration to buy 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, in addition to 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 latest enterprise capabilities coming to Adobe Express this summer, addressing what the corporate calls “content chaos” – where distributed marketing, social, sales, HR and other teams turn to unauthorized applications attributable to limited resources.
“Whether it is a regional marketer charged with localizing and launching a full campaign or a sales rep who must customize a deck for a next-day meeting, Adobe Express helps business professionals create high-quality content and provides brand and technology stewards peace of mind,” said Govind Balakrishnan, SVP and General Manager, Adobe Express.
The brand new capabilities include:
- Adobe Workfront integration for unified review and approval workflows
- Native reviews and approval processes inside Adobe Express
- Customized home pages ensuring easy accessibility to branded templates
- One-click brand set-up that robotically extracts and organizes brand logos, colours and fonts
Sakura Martin, Global Head of Brand & Design at Dentsu, which uses Adobe Express across roughly 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 enables 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 give attention to 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 within the last 12 months to incorporate over 225 tools, with latest platform partnerships including Miro, Raksul, One Profession 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 on the Summit, including:
- Journey Optimizer Experimentation Accelerator to assist teams discover 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 Promoting Platform and Google Campaign Manager 360, and expanded collaboration with LinkedIn Ads for B2B use cases
The brand new Adobe Express enterprise capabilities will probably be available this summer, while the opposite announced products and features are generally available now as a part of Adobe’s Experience Platform.
