Adobe Unveils AI Agents to Streamline B2B Marketing Journeys
The new AI agents by Adobe are aimed at streamlining complex purchasing cycles and delivering more personalised experiences for business customers.
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Adobe has announced the launch of a suite of artificial intelligence agents designed to enhance B2B marketing and customer engagement workflows.
The new AI agents, now generally available within Adobe Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, are aimed at streamlining complex purchasing cycles and delivering more personalised experiences for business customers.
The agents, which are powered by the Adobe Experience Platform Agent Orchestrator, are intended to work in concert with marketing and sales teams to drive efficiency in decision-making, automate manual activities, and accelerate the closure of sales deals.
B2B purchasing processes frequently involve committees that must reach a consensus, navigating both external supplier sales processes and their own internal procedures.
Identifying and influencing the relevant decision makers is a significant challenge, especially when several stakeholders are involved in high-value transactions such as technology or infrastructure procurement.
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Adobe aims to address these pain points with agentic AI tools that enable marketing and sales teams to more effectively target and engage these groups throughout lengthy buying journeys.
Companies such as Cisco have been using these new AI tools to enhance the efficiency and impact of their sales and marketing operations.
Brett Rafuse, Vice President of Demand Marketing at Cisco, said, “We have been longtime users of Adobe Experience Cloud, where applications such as Journey Optimizer B2B Edition are enabling us to personalise customer experiences and drive pipeline for the business.”
“Adobe’s AI agents will be another unlock for our organisation. By shortening the time it takes to identify key decision makers and orchestrate compelling cross-channel journeys, we can boost account engagement and accelerate deal closure.”
The AI agents are accessible directly within Adobe’s enterprise applications. Adobe Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition allow teams to deliver personalised engagement at scale and leverage multi-agent collaboration for coordinated customer experience management.
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The key agents and their functions include:
- Audience Agent:
Found in Journey Optimizer B2B Edition, this agent analyses structured, unstructured, and first-party data-including customer relationship management profiles, marketing activity, and web content.
It helps marketers define target audiences, identify buying group personas, and recommend members using first-party insights, allowing for the creation of tailored buyer groups for specific products or services.
- Journey Agent:
Also within Journey Optimizer B2B Edition, Journey Agent simplifies the setup and execution of customer journeys across multiple channels, such as email, web, and mobile. The agent bases journeys on defined objectives and can optimise points of customer interaction to minimise drop-off rates.
- Data Insights Agent:
Available within Customer Journey Analytics B2B Edition, this agent streamlines the process of gathering and analysing cross-channel insights from buying groups and accounts. Its conversational interface enables a range of teams-including marketing, sales, and product teams-to visualise, forecast, and adjust their customer experience initiatives more effectively.
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Adobe has also announced the upcoming launch of the Account Qualification Agent for Journey Optimizer B2B Edition. This agent is intended to support business development representatives by accelerating engagement and qualification processes.
It evaluates factors such as prospect needs, budget, authority, and timing, then summarises relevant account insights for BDRs, thereby automating key elements of research, outreach, and analytics.
Additionally, Adobe is preparing to introduce Brand Concierge, an AI-driven application designed to deliver personalised product discovery experiences. This application features a Product Advisor Agent that provides tailored recommendations and supports interactions across formats, including text, voice, and images.
Brand Concierge will enable customers to book meetings directly with BDRs, after which further research and engagement can be conducted using the Account Qualification Agent.
These agents are part of Adobe’s strategy to help B2B organisations dedicate more time to building relationships with customers, as opposed to routine manual tasks, and to adapt to a rapidly changing business environment.
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