Adobe is challenging Salesforce and other customer management platforms with a suite of AI agents launching within its flagship Adobe Experience platform. Adobe’s customizable Experience Platform Agents can perform tasks like optimizing websites, generating content, identifying targeted audience sectors and more. New tools include the Adobe Experience Agent Orchestrator and Brand Concierge, which serves customers a personalized website experience based on prior interactions. Introduced at Adobe Summit 2025, the new products are engineered to drive Customer Experience Orchestration (CXO) in the era of artificial intelligence.

The Adobe Experience Platform rivals Salesforce in that it is “a suite of tools designed to aid in customer experience management, acting as a centralized portal through which companies can store all of their customer data,” also providing the means to leverage that data “and create more personalized experiences for their customers, while providing a comprehensive view of their preferences and previous interactions,” SiliconANGLE writes.

The Adobe Experience Platform Agent Orchestrator is “a portal for managing multiple AI agents that can tap into enormous volumes of information” stored in Adobe’s customer data platforms, SiliconANGLE explains, noting that training AI agents on a customer knowledge base “can dramatically enhance their reasoning capabilities,” making them “more dynamic and capable than traditional AI-based assistants.”

The Adobe Experience Platform is launching 10 new agents. As enumerated by VentureBeat, these include the following, and more:

• Account qualification agent to evaluate new sales pipelines
• Content production agent that helps marketers and creatives scale by generating and assembling content  
• Data insights agent simplifies and expands the process of deriving insights from signals  
• Experimentation agent helps stimulate new ideas and conduct impact analysis  
• Site optimization agent manages and detects traffic and engagement in a website 

ZDNet delves further into what these agents do.

The Platform Agent Orchestrator facilitates cross-platform, multi-agent collaborations, Adobe explains in a news announcement that lists strategic partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow and Workday for cross-agent collaborations in customer service, resource planning, HR, data management and more.

Discussing creativity in marketing, Adobe lists new content supply chain offerings including Adobe GenStudio Foundation, “a single place for visibility into campaign plans, projects, assets and insights,” and Adobe GenStudio for Performance Marketing, a self-service application for creating social ads, display ads, marketing and emails. New Content Analytics and Firefly Service APIs are also among the fresh features.

An Adobe Experience Cloud release describes how these new agents and other tools — like the Adobe Journey Optimizer (AJO) Experimentation Accelerator, an AI tool aimed at identifying “high-impact” customer opportunities — can be leveraged.

Adobe also touts a collaboration with Microsoft that integrates Adobe Marketing Agents in applications such as Microsoft Teams, PowerPoint and Word through Microsoft 365 Copilot.