Adobe has introduced a new suite of AI-powered tools designed to help businesses improve online marketing and deliver personalised customer experiences. The announcement, made during the company's annual developer conference, focuses on the 'Adobe Experience Platform (AEP) Agent Orchestrator', a system that allows businesses to build, manage, and coordinate AI agents from Adobe and third-party providers.  

According to an official press release by the company, the AEP Agent Orchestrator serves as the foundation for ten purpose-built AI agents, each tailored to specific marketing and creative tasks. These agents aim to streamline workflows, optimise content production, and enhance customer engagement, says Adobe.

AI agents and their functions

Adobe's suite of AI agents includes tools for various aspects of marketing and customer experience management. The Account Qualification Agent helps businesses identify and engage potential customers to build sales pipelines. The Audience Agent analyses customer data to create targeted audience segments for personalised campaigns. The Content Production Agent assists in generating and assembling content while adhering to brand guidelines.  

For data-driven decision-making, the Data Insights Agent simplifies data analysis to help businesses forecast and improve customer experiences. The Site Optimization Agent automatically detects and fixes website issues to improve customer engagement, while the Workflow Optimization Agent streamlines project management and approvals to enhance team productivity.

Additionally, the Data Engineering Agent supports high-volume data management tasks, such as data integration, cleansing, and security. This is particularly important as businesses increasingly connect disparate data sources across their organisations. The Experimentation Agent enables teams to hypothesise new ideas, simulate them, conduct impact analysis, and turn them into active experiments for personalisation initiatives.

The Journey Agent helps teams orchestrate cross-channel experiences by managing tasks across customer journey ideation, analysis, and optimisation. Meanwhile, the Product Advisor Agent supports brand engagement by tailoring product discovery and consideration experiences to individual preferences and past purchases.

These agents are integrated into Adobe's existing enterprise applications, such as Adobe Real-Time Customer Data Platform (CDP) and Adobe Experience Manager, to help marketers and creatives scale personalisation efforts.  

Brand Concierge

Adobe also unveiled Brand Concierge, a new application that enables brands to configure AI agents for delivering immersive, conversational experiences to consumers.  

Adobe's 'Brand Concierge' is designed to replace traditional chatbots with more sophisticated, brand-specific AI agents. These agents can guide consumers through personalised shopping experiences, offering recommendations based on individual preferences and past interactions.

For example, a travel company could use the tool to help customers plan trips, while a retailer might use it to assist shoppers in finding the right product.  

The application supports multimodal interactions, including text, voice, and images, and leverages first-party data to ensure reliability and compliance with privacy regulations, says Adobe.