Adobe unveils AI-powered brand concierge, agent orchestrator

Adobe unveiled Agent Orchestrator solution for its marketing and customer experience platform, Adobe Experience Platform (AEP) at the recently held at Adobe Summit, its flagship digital experience conference.

The platform’s new built-in agentic functionality aims to make it easy for marketers to use purpose-built AI agents for a range of tasks. These include optimising websites, handling repetitive content production tasks such as resizing, refining target audiences, creating and optimising channel experiments, and scaling content and digital media production.

At the conference, Adobe also launched Brand Concierge, an evolved version of transactional chatbots and web-based agents to a brand-centric agentic app that aims to offer a personalised brand concierge experience to every customer.

Built on AEP Agent Orchestrator, Adobe Brand Concierge allows businesses to manage AI agents that guide consumers from exploration to purchase, using immersive and conversational experiences. Supporting text, voice, and image interactions, it will deliver AI-driven recommendations. For instance, on a brand website, the ‘brand concierge’ will go beyond providing general product information to delivering tailored content based on the existing account relationship, while handling tasks such as booking follow-up meetings. These capabilities will optimise the sales cycle by generating more leads and boosting conversion through personalisation.

Each year, AEP helps activate over one trillion experiences, enabling companies to connect real-time data and enhance customer experience. Adobe’s AI innovations aim to reshape how businesses connect with customers and how marketers deliver impactful customer experiences. The new offerings are powered by Adobe’s AI platform that unites AI agents and models across Adobe. This includes third-party AI agents, safe Firefly models, secure third-party models, and first-party data insights, integrated into Adobe’s applications.

AEP unifies customer experience data, CX language models and AI agent orchestration. Adobe is unifying marketing and creativity through its AI platform to deliver personalised experiences at scale.

Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud, said, “Agentic AI is a leap forward that will accelerate workplace transformation. Adobe’s latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalisation through purpose-built AI agents.”

AEP Agent Orchestrator is developed based on a deep, semantic understanding of enterprise data, content and customer journeys through Adobe Experience Cloud. This enables agentic AI solutions built for businesses to deliver targeted and immersive experiences. The solutions include data governance and regulatory compliance as built-in features.

Adobe Experience Platform (AEP) Agent Orchestrator aims to help businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems. Based on AEP, these agents have a deep understanding of customer data and content to help improve decision-making, and support multiagent collaboration. As AEP data is brought under experience data model schemas, which derive meaning from unrelated data and enables impactful customer experiences, brands can shorten time to value. AEP helps managed and activate billions of audience profiles presently.

Adobe also launched 10 experience platform agents that will help marketing and creative teams to drive personalisation at scale. Built on AEP Agent Orchestrator, these agents promise to increase team capacities by enhancing category-leading applications, such as Adobe Real-Time Customer Data Platform (CDP), Adobe Experience Manager, Adobe Journey Optimiser and Adobe Customer Journey Analytics.

Account qualification agent supports enterprise business-to-business (B2B) objectives by evaluating and advancing new opportunities to build sales pipeline and engage key members of a buying group. Audience agent analyses cross-channel engagement data to create and optimise goal-based, high-value audience segments, which can then be activated for wide-scale personalisation campaigns. Content production agent helps marketers and creatives achieve scale by generating and assembling content based on a brief, while adhering to predefined brand guidelines. Some of the other agents cover areas such as data insights, data engineering, experimentation, journey, product advisor, site optimisation, and workflow optimisation.

A new generation of consumers is seeing value in having conversational experiences with their favourite brands. New insights from Adobe Analytics show a 1,200% increase in traffic to US retail sites from generative AI sources (AI-powered chat services) in February 2025—and a 1,700% increase to travel sites—as consumers looked for purchase guidance, inspiration, and available deals. AI agents will be able to handle complex tasks and make tailored recommendations including personalised trip planning or helping shoppers find the perfect product or service.

Meanwhile, Adobe has tied up with Amazon Web Services (AWS) to provide new solutions for marketing and creative teams. Under this partnership Adobe Experience Platform (AEP) will connect link to AWS’s generative AI, Amazon Connect, and Amazon Ads to allow organisations personalise their client interactions and improve omnichannel experiences. The deal will also help Adobe's clients to leverage AWS’s secure infrastructure while using Adobe's solutions. Adobe’s Real-Time Customer Data Platform (CDP) aims to help businesses activate first-party data for personalised marketing, without depending on third-party data. The collaboration with Amazon Marketing Cloud will help improve ad targeting and performance. Under this tie-up, Adobe Creative Cloud applications will also integrate with Amazon Ads to organise creative workflows. AEP-powered applications will also be available on AWS Marketplace.