Agent Orchestrator launches Adobe into the agentic age

Salesforce attracted significant attention when it introduced its Agentforce agentic AI platform at its Dreamforce event in the fall of 2024, and everyone knew it was not the last we’d hear about agentic AI. 

At its Adobe Summit event in Las Vegas this week, Adobe launched Adobe Experience Platform (AEP) Agent Orchestrator, which the company says lets businesses build, manage and orchestrate AI agents from Adobe’s ecosystem and third-party sources. 

AEP Agent Orchestrator focuses on helping marketers and creative teams leverage AI for enhanced personalization and efficiency.

What is Adobe Experience Platform Agent Orchestrator?

AEP Orchestrator is a central platform that lets businesses create and manage various AI agents. It provides a unified approach to AI-driven marketing and creative processes and facilitates the integration of AI agents from various sources, providing flexibility and expanding the potential applications of AI within organizations.

Dig deeper: More consumers using genAI tools to research purchases: Adobe

Purpose-built AI agents for marketing

Adobe also introduced a suite of 10 purpose-built AI agents specifically designed to augment the capabilities of marketing and creative teams.

The agents address critical functions, including:

• Website optimization.
• Automated content production for repetitive tasks.
• Target audience refinement.
• Creation and optimization of channel experiments.
• Scalable content and digital media production.

Adobe Brand Concierge

Adobe also announced Brand Concierge at Adobe Summit. Built on AEP Agent Orchestrator, it helps configure and manage AI agents that guide consumers from exploration to confident purchase decisions using immersive and conversational experiences. This multimodal offering will support interactions across text, voice or images while delivering AI-driven, sensory-rich recommendations and comparisons. 

Brand Concierge leverages comprehensive AEP insights, Adobe Experience Manager brand experiences and third-party sources. Agents such as Adobe’s Product Advisor Agent will be able to personalize experiences based on user context and brand preferences. As customers interact across a business’s digital properties, insights on sentiment, behavior and pain points will be captured in AEP and used to inform and shape the overall customer experience.

Dig deeper: Top 50 genAI use cases in marketing