Adobe Extends Agentic AI Across Its Experience Cloud: What Marketers Can Do With It Now
Adobe is rolling out a new generation of AI agents for enterprise teams, built on the Adobe Experience Platform (AEP). The goal: automate customer-experience workflows and marketing operations with agents that can understand intent, plan multi-step tasks, and execute across Adobe's stack.
At the core is the AEP Agent Orchestrator, a reasoning engine that interprets natural language, coordinates actions, and connects real-time customer data, content, and workflows. Adobe says this creates adaptive, goal-focused automation with a human-in-the-loop to review and refine.
Where These Agents Live in Your Stack
- Real-Time Customer Data Platform (RT-CDP)
- Journey Optimizer
- Experience Manager (AEM)
- Customer Journey Analytics (CJA)
Adobe has six out-of-the-box agents at launch: audience building, journey planning, experimentation, data insights, site optimization, and product support. More than 70% of eligible AEP customers are already using the Adobe AI Assistant, which provides a conversational interface that ties into agents across Adobe and third-party systems.
Customization and Scale
Agent Composer will let teams configure and customize agents to fit brand policies and specific workflows. For deeper builds, Adobe plans to offer an Agent SDK and Agent Registry so enterprises and partners can create or extend agentic apps.
Partnerships with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML aim to connect Adobe's agent framework with external data and services. That means broader reach for your data, content, and activation layers.
Why This Matters for Marketers
- Faster audience ops: Auto-generate segments from real-time profiles and behavioral signals, then sync to channels.
- Lifecycle planning: Draft and QA multi-step campaigns, from triggers to channel mix and holdouts.
- Experimentation at scale: Propose test designs, allocate traffic, monitor lift, and recommend next actions.
- Insights on tap: Ask natural-language questions about cohorts, campaigns, and funnel friction, then get recommended fixes.
- Site and content optimization: Tie content variants to segments and outcomes without manual orchestration.
- Support deflection: Route product issues, surface help content, and feed insights back into marketing and product teams.
How It Works Under the Hood
Adobe combines decision science with language models to make agents goal-oriented and context-aware. The human-in-the-loop step ensures teams approve logic, data usage, and outputs before deployment.
The result is a consistent path from intent ("build a reactivation campaign for churn-risk users") to action (segment creation, orchestration in Journey Optimizer, content pulls from AEM, and reporting in CJA).
Practical Next Steps
- Map 3-5 repeatable workflows (audience refresh, win-back, product launch) and pilot agents there first.
- Define guardrails: data governance, brand voice, approval thresholds, and rollbacks.
- Assign an owner: marketing ops lead with input from analytics and content teams.
- Measure what matters: time-to-launch, lift, CAC payback, and incremental revenue.
- Upskill the team on prompt design, experiment design, and agent monitoring.
Ecosystem and Governance
With external integrations on the roadmap, expect broader access to third-party datasets and services. Keep a tight handle on consent, PII handling, and audit trails, especially as agents act across multiple systems.
What to Watch Next
- General availability of Agent Composer, SDK, and Registry.
- Deeper connections between AI Assistant and cross-cloud workflows.
- Out-of-the-box playbooks for verticals and use cases (e.g., retail replenishment, B2B ABM).
If AEP is already in your stack, this is a direct path to automate the busywork and scale tests you couldn't staff before. If you're evaluating, start with data readiness and governance, then assess where agents can reduce cycle time without adding risk.
Learn more about AEP from Adobe's product page: Adobe Experience Platform.
Want your team fluent in AI-driven marketing workflows? Explore our certification for marketers: AI Certification for Marketing Specialists.
