Adobe unveils AI agents to automate customer journey optimization

Adobe is intensifying the AI race in customer experience management with new AI agents designed to transform how businesses engage with customers across digital channels. The company’s latest additions to Adobe Experience Cloud leverage AI to automate personalization, optimize web performance, and streamline B2B marketing processes—a significant advancement for brands seeking to deliver unified customer experiences amid resource constraints. By integrating AI agents that can analyze trends, run experiments, and generate real-time recommendations, Adobe aims to bridge the gap between companies’ engagement strategies and increasingly complex customer journeys.

The big picture: Adobe has unveiled new AI-powered capabilities for its Experience Cloud platform that use specialized AI agents to help businesses create more personalized and effective customer experiences.

• The announcement, made at Adobe Summit, introduces AI-first modules in Adobe Journey Optimizer and enhancements to Adobe Experience Manager that analyze customer data and automatically optimize digital engagement.
• These innovations integrate Adobe’s AI Platform with agents from Adobe, third-party providers, and commercially safe Firefly models to unify data, content, and customer journeys.

Key innovations: The new AI tools focus on active orchestration of customer journeys with automated optimization capabilities that reduce manual work for marketing teams.

• Adobe Journey Optimizer now includes an Experimentation Accelerator that identifies high-impact opportunities and optimizes omnichannel engagement by analyzing trends and learning from previous experiments.
• Adobe Experience Manager Sites Optimizer uses an AI agent to enhance web performance by automatically diagnosing issues, identifying SEO problems, and suggesting real-time content modifications to improve conversion rates.

B2B focus: Adobe has expanded its AI solutions specifically for enterprise B2B teams looking to streamline go-to-market strategies and improve sales-marketing alignment.

• New AI agents for B2B account orchestration help with lead generation by forming buying groups, assigning roles, and recommending targeted engagement strategies across channels.
• Marketo Engage has been updated with a visual journey designer that enables teams to create AI-optimized campaigns specifically designed for lead conversion.

Why this matters: Delivering unified customer experiences requires increasingly agile operations that many businesses struggle to implement due to resource and time constraints.

• “Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows,” says Amit Ahuja, senior vice president of Adobe’s Digital Experience Business.
• Major brands including The Coca-Cola Company, Delta Airlines, Major League Baseball, Marriott International, and NVIDIA already rely on Adobe Experience Cloud for digital customer interactions.

Content creation capabilities: The platform now leverages Adobe Firefly generative AI and Adobe Express to help marketers automate content creation across multiple channels.

• B2B marketers can use these tools to generate content for email, web, and paid media campaigns without specialized design skills.
• These capabilities are integrated with AI-powered analytics in Adobe Customer Journey Analytics B2B Edition to provide real-time campaign assessments and sales pipeline insights.