Adobe launches AI agents to automate customer interactions and marketing

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.

Meanwhile, the company also introduced Brand Concierge, a an AI-powered assistant designed to improve online shopping experiences. It can interact through text, voice, or images and adapt to individual customer preferences.