Adobe unveils AI agent tool for personalised experiences

Adobe has launched the Adobe Experience Platform Agent Orchestrator, a tool designed to help businesses manage and integrate AI agents from both Adobe and third-party sources into their customer experiences and marketing workflows.

The new Adobe Experience Platform Agent Orchestrator serves as a foundation for businesses aiming to enhance the capabilities of their marketing and creative teams.

This initiative also includes the introduction of Brand Concierge, an application that enables brands to manage AI agents, promoting personalised and immersive experiences for consumers.

With strategic partnerships in place with companies like Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow, and Workday, Adobe intends to facilitate seamless execution of various use cases across AI agents.

Anjul Bhambhri, Senior Vice President of Engineering, Adobe Experience Cloud, commented, "Adobe has a long history of working closely with CMOs, CIOs and their organisations to drive impactful customer experiences that are anchored in reliable and real-time experience insights. Agentic AI is a major leap forward that will accelerate workplace transformation. Adobe's latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalisation through purpose-built AI agents."

The Adobe Experience Platform (AEP) serves as the backbone for these AI developments. AEP, with its ability to integrate customer experience data, language models, and AI agent orchestration, aims to unify marketing and creativity for delivering personalised experiences. Currently, more than one trillion experiences are activated annually via AEP.

New AI agents introduced by Adobe include a variety of tools such as the Account Qualification Agent, Audience Agent, Content Production Agent, and several others, each designed to address specific marketing and creative challenges.

These agents are expected to augment the capabilities of marketing and creative teams in personalisation efforts and streamline business processes.

Adobe's Brand Concierge application is another key element of this launch. It enables businesses to configure AI agents that can provide conversational and personalised experiences to consumers. The Brand Concierge application supports both text and voice interactions, using AI-driven recommendations to guide consumers from exploration to purchasing decisions.

Significant insights from Adobe Analytics indicate a marked increase in traffic to U.S. retail and travel sites driven by generative AI sources earlier in 2025. This reflects rising consumer interest in conversational AI experiences that provide personalised product and service recommendations.

The Adobe Experience Platform Agent Orchestrator also promotes multi-agent collaboration, bolstering the value of AI across more workflows. In this regard, Adobe has announced strategic partnerships with leading agencies and organisations, including Accenture, Deloitte Digital, EY, and IBM, to facilitate customisation across industries.