VENDORiQ: Adobe’s Agent Orchestrator and Intelligent Customer Experiences

Why it’s Important

Adobe’s announcement highlights the growing shift in customer experience management (CXM) towards AI-enabled customer experience orchestration (CXO). The introduction of agentic AI allows virtual agents to handle more complex tasks and provide highly tailored recommendations, which, if well-designed, can enhance customer experiences. In this release, Adobe focused on business-to-business (B2B) engagements. 

For organisations focused on B2B marketing, Adobe’s new offerings demonstrate the opportunities to optimise sales cycles, generate more leads from existing data, and ideally boost conversion rates through precise personalisation. The Account Qualification Agent, for example, supports B2B objectives by evaluating new opportunities to build sales pipelines and engage with buying groups.    

Moreover, the emphasis on multi-agent collaboration and interoperability addresses the challenge of managing multiple agents, a concern frequently raised by clients. Adobe’s tools that facilitate seamless interaction between AI agents across different ecosystems are a good example of the type of solutions businesses will need to leverage AI in customer experiences.

The development of Brand Concierge, Adobe’s first brand-centric agent, signals a move towards richer agent experiences that utilise a company’s unique brand attributes and customer data. It is focused on improving B2B sales and marketing teams. For example, the new tools can deliver tailored content based on existing account relationships, automate follow-up meetings, and augment other B2B team activities.

Adobe’s AI agents also automate repetitive content production tasks, streamline approvals, and accelerate workflows, leading to productivity gains and freeing time for creative ideation. The Workflow Optimization Agent supports cross-team collaboration by monitoring project health and streamlining approvals. In addition, the Data Insights Agent simplifies the process of gaining insights from various signals across an organisation, enabling better visualisation, forecasting, and remediation of customer experience initiatives.

In short, Adobe’s new agentic orchestrator is an example of where IBRS predicts AI is heading—orchestrating agentic services into existing workflows rather than the current conversational-promoting approaches.

Who’s Impacted

• Marketing teams: Will be able to scale personalisation, automate content production, and optimise audience segments.    
• Sales teams: Can expect support in lead generation, account qualification, and enhanced customer engagement.    
• Creative teams: Will benefit from AI agents that streamline workflows, automate repetitive tasks, and assist in content creation.    
• Data teams: Will see improvements in data management tasks, including integration, cleansing, and security.   
• CXOs: Must prepare for a shift towards AI-driven customer experience orchestration, focusing on dynamic and personalised experiences.    

What’s Next

• Businesses looking to leverage AI within customer journeys should review how Adobe implements AI, even if they use the Adobe platform. Adobe’s approach is at least a year ahead of the market in its AI architecture, and there are valuable lessons to be learned from it. 
• Businesses interested in exploring how AEP Agent Orchestrator can integrate with their existing systems to enhance customer interactions should also look into Adobe’s Brand Concierge and other agentic AI solutions and how they can be leveraged to provide personalised experiences and improve customer engagement across B2B interactions.    
• Businesses should monitor Adobe’s ongoing developments in AI, particularly around AI workspaces and document interaction, to identify potential applications for internal collaboration and sales processes.    

Related Advisory

• VENDORiQ: Adobe’s Agentic AI – Game Changer for B2B Marketing
• VENDORiQ: Adobe’s Brand Concierge – AI’s B2B Revolution