Adobe makes agentic AI push with Agent Orchestrator, purpose-built agents

At Adobe Summit in Las Vegas today, Adobe unveiled Agent Orchestrator, a new capability for Adobe Experience Platform (AEP) to supervise AI agents, whether from Adobe or third-party ecosystems. It also introduced 10 new agents built on the capability.

With this addition to AEP, Adobe wants to make the platform the data foundation that helps customers build and manage AI agents that can interpret goals, create plans, and take action to support marketers and creatives. Adobe said Agent Orchestrator leverages semantic understanding of enterprise data, content, and customer journeys to orchestrate AI agents that are purpose-built to deliver targeted and immersive experiences with built-in data governance and regulatory compliance.

The company also unwrapped a suite of Experience Platform Agents built on Agent Orchestrator for use within Adobe enterprise applications like Adobe Real-Time CDP, Adobe Experience Manager, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. The 10 agents are:

• Account qualification agent evaluates and advances new opportunities to build sales pipelines, and engages key members of a buying group.
• Audience agent analyzes cross-channel engagement data, which it uses to create and optimize audience segments.
• Content production agent generates content based on a brief, following pre-defined brand guidelines.
• Data insights agent analyzes signals across an organization to help visualize, forecast, and remediate customer experiences.
• Data engineering agent performs high-volume data management tasks, including data integration, cleansing, and security.
• Experimentation agent helps teams responsible for personalization simulate new ideas and perform impact analysis.
• Journey agent supports customer journey ideation, analysis, and optimization.
• Product advisor agent tailors product discovery to individual preferences based on past purchases.
• Site optimization agent boosts customer engagement through always-on support for brand websites that can automatically detect, recommend, and fix issues.
• Workflow optimization agent monitors the health of ongoing projects, streamlines approvals, and accelerates workflows.

In addition to these agents, Adobe introduced Adobe Brand Concierge, an agent intended to take transactional chatbots and web-based agents to the next level. Businesses can use it to configure and manage AI agents that create a personalized experience for every customer, using immersive conversational experiences to guide them from exploration to purchase. The multimodal agent supports text, voice, and image interactions.

Adobe noted Brand Concierge supports use cases for both business-to-consumer (B2C) and business-to-business (B2B) teams. For B2B teams, the company said the agent can deliver tailored content based on an existing account relationship, and handle tasks like booking follow-up meetings.

As part of its agentic AI push, Adobe pointed to its AI agent partner ecosystem, which is intended to ensure interoperability between AI agents across different ecosystems. Its new and continued strategic partnerships include Acxiom, AWS, Genesys, IBM, Microsoft, RainFocus, SAP, and Workday. It’s also expanded its agency and system integrator partnerships to include Accenture, Deloitte Digital, EY, and IBM.