Adobe launches AI agents to streamline B2B buying cycles
Adobe introduced a suite of AI agents inside Adobe Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition to speed up complex B2B purchasing and sharpen engagement. Powered by the Adobe Experience Platform Agent Orchestrator, these agents work alongside sales and marketing to cut manual work, improve decision-making, and close deals faster.
Buying groups make enterprise sales slow. Mapping who matters, sequencing outreach, and keeping momentum across channels is where deals win or stall.
"We have been longtime users of Adobe Experience Cloud, where applications such as Journey Optimizer B2B Edition are enabling us to personalise customer experiences and drive pipeline for the business. Adobe's AI agents will be another unlock for our organisation. By shortening the time it takes to identify key decision makers and orchestrate compelling cross-channel journeys, we can boost account engagement and accelerate deal closure." - Brett Rafuse, Vice President of Demand Marketing at Cisco.
What's inside
- Audience Agent: Analyzes structured, unstructured, and first-party data (CRM profiles, marketing activity, web content) to define target audiences and buying group personas. It recommends members using first-party signals so teams can form precise buyer groups for a specific product or service.
- Journey Agent: Within Adobe Journey Optimizer B2B Edition, it simplifies setup and execution of cross-channel experiences across email, web, and mobile. It aligns to defined objectives and optimizes interaction points to reduce drop-off.
- Data Insights Agent: In Customer Journey Analytics B2B Edition, it streamlines cross-channel analysis across buying groups and accounts. A conversational interface helps marketing, sales, and product teams visualize, forecast, and adjust their customer experience initiatives faster.
Coming soon
- Account Qualification Agent: Built for BDRs, it evaluates need, budget, authority, and timing to speed engagement and qualification. It summarizes account insights and automates research, outreach, and analytics so reps focus on high-value conversations.
- Brand Concierge with a Product Advisor Agent: Delivers personalized product discovery across text, voice, and images. Prospects can book meetings with BDRs directly, then the Account Qualification Agent continues research and engagement.
Why sales teams should care
These agents reduce the lag between signal and action. They help you identify decision makers, multithread outreach, and keep deals moving across channels without guesswork.
They also enable multi-agent collaboration across Adobe's enterprise apps, giving RevOps, marketing, and sales a shared system to coordinate the customer experience end-to-end.
How to put this to work now
- Prioritize accounts: Use Audience Agent outputs to spot champions, influencers, and blockers. Build multithreaded outreach plans that cover all buying roles.
- Shorten cycles: Pair the Journey Agent with sales cadences to time emails, ads, and SDR touches around key inflection points like trials, pricing views, or intent spikes.
- Raise meeting quality: Let the Data Insights Agent surface which content moved each role, then tailor talk tracks and assets for the next call.
- Improve forecasting: Use scenario testing to pick the next-best action on stalled opportunities and measure impact on stage-to-stage conversion.
- Tighten alignment: Share agent insights with marketing to refine ICP, content, and channel mix. Eliminate duplicate touches and conflicting sequences.
Metrics to watch
- Time to first meeting and time between stages
- Contact coverage per account and multithreading depth
- Influenced pipeline and win rate for buying-group-qualified deals
- Drop-off at key touchpoints across email, web, and mobile
Implementation tips
- Connect CRM, MAP, and web analytics data with clear consent settings; start with a pilot cohort of named accounts.
- Define governance so AI-generated segments, content, and outreach have human review before activation.
- Co-own with RevOps: agree on success criteria, dashboards, and SDR/AE feedback loops before scaling.
Resources
- Adobe Experience Platform Agent Orchestrator
- Adobe Journey Optimizer B2B Edition
- AI courses by job (Sales and Marketing)
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