How Adobe AI Agents Are Evolving Customer Experience in 2025

2025 has been hailed as the year of agentic AI, and the buzz at Adobe Summit this year confirmed that vision. At the WillowTree booth, digital marketing leaders were eager to explore practical applications of this transformative technology, but they voiced some common pain points:

• The intricate task of integrating AI agents into existing tech stacks
• The need for organizational alignment to maximize the potential of AI agents
• The overwhelming options for platforms and tools to implement agentic AI

Adobe's cutting-edge answer to these challenges is Customer Experience Orchestration (CXO) — a comprehensive framework that streamlines how agentic AI tools can drive creativity, personalization, and productivity for digital marketing teams. For organizations already invested in the Adobe ecosystem, CXO represents a natural evolution that leverages their existing infrastructure while opening new possibilities for AI-powered innovation. For companies seeking to accelerate their AI journey, Adobe CXO offers a premium, enterprise-ready solution that eliminates the complexity of piecing together disparate solutions to deliver true one-to-one personalization at scale.

To better appreciate Adobe’s newest CXO features, let’s first take a look at the evolved capabilities of agentic AI.

Understanding LLMs to Understand AI Agents

Large Language Models (LLMs) are foundational to popular artificial intelligence use. They process vast amounts of data, learning patterns and contextual relationships, to answer questions, generate content, and engage in informed conversations. Key applications include:

• Content creation
• Chatbots
• Language translation
• Analysis of unstructured data
• Code generation

However, LLMs face key limitations in enterprise settings: they can struggle with organization-specific context, they depend heavily on precise user text prompts for optimal results, and real-time interaction capabilities can be limited.

Agentic AI overcomes LLM limitations like these through:

• Enhanced autonomy
• Environmental interaction
• Dynamic learning
• Real-time processing

Adobe Customer Experience Orchestration, an evolution of Adobe Experience Management, represents a leap forward in enterprise AI capabilities. By combining generative AI-powered features with agentic AI, Adobe has created a robust framework that goes beyond mere product knowledge. This innovative system securely integrates with enterprise data, campaigns, and business objectives, transforming AI from a passive content generator into an active collaborator in digital experience creation. This means AI can now dynamically participate in complex decision-making processes, offering data-driven insights and automating sophisticated workflows across the entire customer journey.

Let's explore how this technology integrates with the broader Adobe Experience Platform (AEP).

Adobe’s Unified Approach to Agentic (and Generative) AI

While Adobe uses AI technology under different branded names, the end result is a cohesive and intuitive experience for both marketers and customers. This unified approach allows marketing professionals to engage audiences with unprecedented speed and emotional resonance while maintaining a seamless experience across all touchpoints and channels.

AI Agent Collaboration: The Role of Agent Orchestrator

At the heart of Adobe's agentic AI-powered evolution is Agent Orchestrator, a sophisticated solution layer that works seamlessly with Adobe's AI Assistant, allowing users to execute complex tasks through natural language commands. With every prompt, Adobe puts Agent Orchestrator’s powerful agentic reasoning on display, accessing enterprise and Adobe data in real time, validating assumptions, formulating constraints, and backtracking for reevaluation if needed.

This powerful integration facilitates intuitive collaboration between marketers and Adobe's suite of Experience Platform Agents. In a helpful live demo at Adobe Summit, Senior Data Scientist Akash Maharaj tackled the complex task of audience creation for an email campaign to promote a new flavor of Coca-Cola, using Audience Agent.

In minutes, Maharaj accessed enterprise data to build a propensity model for this new audience and understand its likelihood for engagement. Once the Creation phase was complete, the Audience Agent was ready to tackle tasks related to Optimization and Management.

Adobe’s Audience Agent is just one of the purpose-built AI agents that Agent Orchestrator utilizes to revolutionize the speed of complex tasks, such as:

• Designing new customer journeys (Journey Agent)
• Generating insights and predicting outcomes from customer data (Experimentation Agent)
• Automating sales actions and alerts to streamline outbound engagement and qualification (Account Qualification Agent)
• Transforming marketing briefs into on-brand, multi-channel campaigns in GenStudio (Content Production Agent)
• Automating workflow health and risk assessment in Workfront (Workflow Optimization Agent)

Agent Orchestrator orchestrates collaboration between agents, as needed, and all of these agents interact with Adobe’s familiar suite of applications for Content (e.g., Adobe Commerce), Data (e.g., Adobe Analytics), and Journeys (e.g., AJO) to accelerate results and transform quality.

This interconnected network of AI agents represents a paradigm shift in how enterprises approach digital experience management. By harnessing the collective power of these specialized agents, digital marketing teams can unlock new levels of creativity, productivity, and customer engagement — all while maintaining the cohesive brand experience that today's discerning consumers demand.

Adobe’s New Agent-Based Applications

In addition to supercharging existing Adobe applications with Experience Platform Agents, new agentic-powered applications have been introduced and are scheduled for release across 2025:

• Adobe Brand Concierge transforms interactions into personalized, intent-driven CX, powered by rich profile data and Adobe-governed content.
• AEM Sites Optimizer enhances traffic acquisition, engagement, and conversion for digital experiences.
• AJO Experimentation Accelerator automates optimization analysis, identifies high-impact opportunities, and scales experimentation.
• Adobe Marketing Agent for Microsoft 365 Copilot provides access to relevant AI Assistant use cases within Microsoft 365 Copilot.

Human-In-The-Loop: How Agentic AI Powers More Informed Decisions

In enterprise decision-making, there's rarely a single "right" answer. Digital leaders must navigate multiple viable pathways, each with its own trade-offs and implications. Adobe's “human-in-the-loop” approach acknowledges this complexity, always providing hand-off opportunities for users to make the best decisions, based on their own intuition, experience, and judgment.

With the power of CXO, enterprise processes are accelerated — taking minutes rather than hours — and every strategic plan, verification step, and course correction is anchored in enterprise data, AI trend analysis, and human wisdom.

Accelerating Your AI Journey: The Adobe-WillowTree Advantage

Out of the box, the latest Adobe solutions have the power to revolutionize personalization for your customers with their comprehensive suite of purpose-built AI agents, but every organization faces unique challenges. From data integration and technical architecture to organizational readiness and change management, surprises can slow speed-to-value. That’s when a premium digital transformation partner becomes invaluable. Our proven approach combines deep Adobe expertise with practical agentic AI implementatdion experience, helping organizations develop clear roadmaps for value realization.

In this "year of agentic AI," don't let the complexity of AI transformation hold you back — partner with WillowTree to turn Adobe's leading-edge technology into your competitive advantage.