Adobe makes AI agents and orchestrator generally available

Today, Adobe announced the general availability of its AI agents for Adobe Experience Platform (AEP) and AEP Agent Orchestrator, the platform layer for managing and customizing AI agents from Adobe and third-party ecosystems.

Adobe previewed the agents and orchestrator at its Adobe Summit event in March 2025. The Hershey Company, Lenovo, PGA Tour, Wegmans Food Markets, and Wilson Company are among the brands that worked with Adobe’s AI agents and agent-powered applications before the general availability.

The foundation of AEP Agent Orchestrator is a reasoning engine where decision science and language models will enable dynamic and adaptive reasoning. The engine interprets user intent from natural language prompts and determines which agents to activate as part of an orchestrated plan. The result, Adobe says, is contextually relevant and goal-oriented automated actions, with support for refinement using a “human-in-the-loop” approach.

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Adobe’s AI agents include:

• Audience Agent helps teams quickly build audience segments for personalization efforts. The agent analyzes various customer data, including engagement across channels, then recommends and creates high-value audiences optimized for organizational goals and KPIs.
• Journey Agent in Journey Optimizer helps create and orchestrate customer journeys and campaigns across web, mobile, app and email channels. It makes journeys based on defined goals, optimizes touchpoints based on aspects like customer drop-off, and uncovers insights to fine-tune interactions.
• Experimentation Agent enables teams to hypothesize new ideas for optimization efforts (e.g., improving website experience), analyze causal impact, and identify predicted conversion or lift. It’s available in Journey Optimizer Experimentation Accelerator.
• Data Insights Agent streamlines gathering insights from signals across an organization, enabling any team to visualize, forecast and remediate customer experience initiatives. This agent is available in Adobe Customer Journey Analytics (CJA) and other Adobe enterprise applications.
• Site Optimization Agent delivers always-on support for teams to manage brand websites. It automatically detects and raises issues impacting customer engagement, such as broken backlinks or low-performing pages.
• Product Support Agent makes resolving issues for Adobe customers easier. It uses various knowledge sources and organizational data to help users get the most value from their enterprise applications. It features troubleshooting support, including case creation and tracking, directly in user workflows.

The company also announced that Adobe Experience Platform Agent Composer is coming soon. It provides an interface for businesses to customize and configure AI agents based on their brand guidelines, organizational policy controls and more. New developer tools, including an Agent SDK and Agent Registry, will help developers build, extend and orchestrate agentic apps. Agent Composer also gives businesses the tools to drive multi-agent collaboration via the Agent2Agent protocol.

Adobe also announced new agentic AI partnerships with Cognizant, Google Cloud, Havas, Medallia, and Omnicom, enabling seamless execution of workflows across agents and customization across industries and use cases.