"Today, Adobe announced the general availability of its AI agents for Adobe Experience Platform (AEP) and AEP Agent Orchestrator, the platform layer for managing and customizing AI agents from Adobe and third-party ecosystems. Adobe previewed the agents and orchestrator at its Adobe Summit event in March 2025. The Hershey Company, Lenovo, PGA Tour, Wegmans Food Markets, and Wilson Company are among the brands that worked with Adobe's AI agents and agent-powered applications before the general availability."
"The foundation of AEP Agent Orchestrator is a reasoning engine where decision science and language models will enable dynamic and adaptive reasoning. The engine interprets user intent from natural language prompts and determines which agents to activate as part of an orchestrated plan. The result, Adobe says, is contextually relevant and goal-oriented automated actions, with support for refinement using a "human-in-the-loop" approach."
"Audience Agent helps teams quickly build audience segments for personalization efforts. The agent analyzes various customer data, including engagement across channels, then recommends and creates high-value audiences optimized for organizational goals and KPIs. Journey Agent in Journey Optimizer helps create and orchestrate customer journeys and campaigns across web, mobile, app and email channels. It makes journeys based on defined goals, optimizes touchpoints based on aspects like customer drop-off, and uncovers insights to fine-tune interactions."
Adobe announced general availability of AI agents for Adobe Experience Platform (AEP) and the AEP Agent Orchestrator, a platform layer for managing and customizing agents from Adobe and third parties. The Orchestrator is built on a reasoning engine that combines decision science and language models to interpret natural language prompts, select and activate agents, and produce contextually relevant, goal-oriented automated actions with human-in-the-loop refinement. Early adopters include The Hershey Company, Lenovo, PGA Tour, Wegmans, and Wilson. Built agents include Audience Agent for segmentation, Journey Agent for cross-channel orchestration, Experimentation Agent for causal testing, and Data Insights Agent for signal-driven insights.
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