How Adobe’s AI Agent Orchestrator Is Rewriting the Rules of Customer Experience
Authored by: Megan Cacioppo, Chief GTM Officer
The pressure for marketers to deliver personalized experiences is at an all-time high. But here’s the catch: research shows most marketers overestimate how well they actually know their customers. While brands pour resources into personalization, consumers often find these efforts irrelevant—or worse, intrusive—and are increasingly hesitant to share their data. Yet, paradoxically, these same shoppers expect seamless, hyper-personalized experiences wherever they interact with your brand.
So, how do we bridge this gap? The answer isn’t collecting more data; it’s using smarter, consented data and the power of AI. The highest loyalty comes when brands rely on low-friction signals like purchase history and start with customer needs—not channels. That means shifting to first-party value exchanges, progressive profiling, and always putting the customer first. It’s time to measure success by how comfortable and relevant your brand feels to people, not just by traditional metrics.
The landscape is also evolving fast. By 2026, more than a third of web content will be created solely for AI and search engines. Search—both organic and paid—now drives over a quarter of mobile traffic for major brands. And with more customers letting AI handle their digital interactions, brands must engage both humans and machines.
That’s why Adobe’s latest announcement around their AI Agent Orchestrator is such a big deal.
Adobe’s AI Agent Orchestrator: A New Foundation for Customer Experience
Adobe’s Experience Platform (AEP) Agent Orchestrator is more than another AI tool: it’s a platform that changes how brands build, deliver, and improve customer experiences at scale.
With Agent Orchestrator, organizations can deploy, manage, and customize a growing suite of AI agents from Adobe and third-party partners. These agents don’t just automate tasks. They’re designed to understand context, plan actions, and continuously improve, all anchored in real-time enterprise data and workflows.
Meet the AI Agents Shaping Tomorrow’s Marketing
Adobe’s new agents are already delivering real results:
- Audience Agent quickly builds and optimizes high-value audiences for more relevant personalization.
- Journey Agent automates the creation and coordination of customer journeys across all channels, helping teams optimize interactions and uncover new insights.
- Experimentation Agent analyzes campaign tests and predicts what will drive growth.
- Data Insights Agent makes analytics accessible, so teams can forecast and improve customer experiences.
- Site Optimization Agent keeps an eye on website performance, flagging and fixing issues before they impact engagement.
- Product Support Agent brings troubleshooting and support directly into user workflows, making it easier for customers to get help.
And coming soon, the Agent Composer will let brands easily customize and extend these agents, aligning them with brand guidelines and unique business needs.
What This Means for Marketers
For leading brands, this is more than an upgrade. It’s a chance to operationalize AI throughout your content supply chain, SEO/SEM, and brand assets.
Here’s how to get ahead:
- Integrate AI into your content workflows to optimize for both human and AI audiences.
- Adopt a customer-first, channel-second approach with consent-based decisioning, focusing on value exchanges that build trust.
- Make your brand assets machine-readable to ensure your content is discoverable as AI becomes the new gatekeeper.
- Measure comfort and relevance as leading indicators of success, not just clicks or conversions.
Looking Ahead
AI is changing the rules of engagement. Brands that move early will unlock new productivity, deliver more personal experiences, and see real business growth. Adobe’s Agent Orchestrator gives marketers the tools to orchestrate not only just automation, but also contextually relevant, customer-centric experiences built for a world where we serve both people and the machines that connect them.
At Omnicom’s Adobe practice, we’re here to help you make the most of this new era. Let’s talk about how you can bring AI into your marketing—and build a brand that customers (and their AI assistants) can’t ignore.
