Adobe launches AI agents to automate customer interactions and marketing

Adobe Agent Orchestrator

US-based software company Adobe on March 18 announced a new artificial intelligence (AI) tool called Agent Orchestrator, designed to help businesses automate customer interactions and marketing efforts.

This tool is part of Adobe Experience Platform (AEP), a system that enables companies to manage and analyse customer data in real time. The tool was launched on the inaugural day of the Adobe Summit in Las Vegas, USA.

Adobe’s latest AI tools come when companies are seeking smarter ways to manage marketing and customer engagement. With growing competition in AI-powered automation—from tech giants like Microsoft and Google, Adobe’s move reinforces its push to integrate AI across its services.

Adobe's Agent Orchestrator aims to provide a way to manage and coordinate multiple AI agents, which are software programmes that can assist with activities such as optimising websites automating repetitive content tasks, refining audience targeting, and so on.

Adobe is launching 10 specialised AI agents --

• Audience Agent: Analyses customer interactions across different platforms to create targeted marketing campaigns.
• Content Production Agent: Assists marketers and designers by generating content based on a brief, ensuring it aligns with brand guidelines
• Site Optimisation Agent: Continuously monitors a company’s website for issues and suggests improvements to enhance user experience
• Product Advisor Agent: Acts as a virtual shopping assistant, guiding customers towards products based on their preferences and purchase history.
• Data Engineering Agent: Helps businesses organise and secure large volumes of customer data, ensuring smooth integration across various systems.

For businesses selling to other businesses (B2B), Brand Concierge can go beyond product recommendations by helping sales teams qualify leads, schedule follow-up meetings and so on.

The company is also collaborating with major companies including Amazon Web Services, Microsoft, IBM, and SAP—to integrate its AI agents with existing business tools.

Additionally, consulting firms like Accenture and Deloitte will work with Adobe to help businesses customise these AI agents for their specific needs.

Adobe also introduced several updates to its existing products, such as Adobe Journey Optimiser Experimentation Accelerator which uses AI to analyse marketing campaign performance and recommend improvements, and so on.

Disclaimer: The author is in Las Vegas at the invitation of Adobe