Adobe announced the launch of Adobe Experience Platform (AEP) Agent Orchestrator, a new solution designed to help businesses activate AI agents in customer experiences and marketing workflows. Introduced at Adobe Summit, the flagship digital experience conference, this innovation expands Adobe’s commitment to driving impactful customer interactions through intelligent automation.
Built into the widely adopted AEP, Agent Orchestrator enables marketers to deploy purpose-built AI agents to streamline website optimization, automate content production, refine target audiences, and scale marketing campaigns. This integrated functionality simplifies complex marketing tasks, improving efficiency and enhancing personalization at scale.
In addition to Agent Orchestrator, Adobe introduced Brand Concierge—a next-generation agentic application designed to deliver brand-specific customer interactions. By leveraging a company’s unique data and attributes, Brand Concierge creates personalized customer experiences beyond traditional chatbots and web agents.
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Each year, over one trillion experiences are activated through AEP, empowering businesses to connect real-time data across teams and deliver seamless customer journeys. Adobe’s new AI capabilities are powered by its unified AI platform, which integrates proprietary Firefly models, secure third-party AI models, and first-party data insights. This comprehensive ecosystem ensures marketers can orchestrate personalized experiences with precision and scale.
“Adobe has a long history of working closely with CMOs, CIOs, and their organizations to drive impactful customer experiences that are anchored in reliable and real-time experience insights,” said Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud. “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 personalization through purpose-built AI agents.”