Adobe introduces AI agents to help B2B marketers navigate long buying cycles

Adobe has launched a new suite of AI agents to help B2B marketers and sales teams with one of their biggest challenges: the slow, complex buying journey. The new agents focus on identifying the right decision-makers, orchestrating targeted campaigns and reducing friction throughout the sales cycle—especially when buying decisions involve multiple stakeholders.

Adobe’s earlier AI releases focused on consumer journeys, but this rollout is aimed squarely at the B2B market. Selling into businesses means dealing with committees, fragmented engagement and long evaluation timelines. Reaching and influencing multiple roles across an account takes sustained effort—and tools built for B2C rarely translate.

Dig deeper: Adobe makes AI agents and orchestrator generally available

These new agents are meant to take on some of that work. They’re powered by Adobe’s Experience Platform Agent Orchestrator, which supports multi-agent collaboration and reasoning. They’re also integrated into Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, so teams can act on insights and build campaigns inside those core tools.

What the new agents do

Three agents are now available:

• Audience Agent pulls together structured and unstructured data—from CRM profiles to web behavior—and recommends buying group members based on intent signals and persona fit. It’s designed to help you build higher-quality audience segments for account-based or multichannel campaigns.
• Journey Agent automates journey creation and optimization. You can define a goal, and it will help orchestrate multi-touch campaigns across email, web and mobile—while surfacing where buyers drop off or disengage.
• Data Insights Agent gives cross-functional teams a conversational way to explore buying group and account-level analytics. It makes it easier for marketing, sales and product teams to align around what’s working, what’s not and where to improve.

What’s next

Two more agents are on the roadmap. An Account Qualification Agent will help BDRs assess needs, budget, authority, and timing (NBAT) to qualify leads faster. And a Brand Concierge agent will offer AI-guided product discovery, using multimodal inputs—text, voice or image—to create more personalized interactions and connect buyers directly to reps.

For B2B marketers tasked with managing long buying cycles, these agents promise to offload repetitive work, increase precision, and close the gap between interest and action.