Adobe has introduced exciting new predictive AI agents, starting with the AI Agent Orchestrator. These agents are powerful software artifacts that are both intelligent and autonomous, allowing you to engage with them through conversations and have them proactively make suggestions and take actions on your behalf.

The Audience Agent is tightly integrated with the Real-time CDP, enabling you to create and manage audiences with ease. You can simply state your goals and constraints, and the agent will analyze the data, generate an orchestration plan, and present it to you for adjustment and approval.

The Journey Agent, embedded within Adobe Journey Optimizer, can handle basic journey management tasks like identifying top-performing journeys, as well as more complex scenarios. For example, it can design a journey to incentivize customers who are at risk of losing their loyalty status, considering their past behavior, loyalty status, and brand requirements.

The Experimentation Agent allows you to quickly cycle through ideas, deploying the ones that prove effective. It gathers insights from your customer experience data and prior experiments, generates multiple hypotheses, and predicts the results of each. You can then choose to run the experiment and easily comprehend the results, allowing you to either productize the experiment or continue iterating.

These AI agents simplify tasks across marketing, productivity, and creativity, empowering you to focus on your goals while the agents handle the complex behind-the-scenes work. The AI Agent Orchestrator manages all these agents, providing a uniform interface across Adobe Experience Platform applications.

The Audience Agent is a powerful AI-powered tool that simplifies the process of creating and managing audiences within the Adobe Experience Platform. Tightly integrated with the Real-time Customer Data Platform, this agent allows practitioners to easily define their audience goals and constraints, and then it takes care of the complex behind-the-scenes work.

For example, an online retail website may want to increase cart conversion by targeting customers with upcoming travel plans. The Audience Agent can analyze the practitioner's goal and constraints, and then identify the relevant customer profiles and attributes to create the ideal audience. It may even build predictive models on the fly to estimate audience sizes and conversion potential.

The agent then presents the plan to the practitioner, who can review and adjust it as needed. Once approved, the agent handles the audience creation and management, freeing up the practitioner to focus on other marketing initiatives. This streamlined approach empowers marketers to quickly and effectively reach their target audiences, driving better results and more personalized customer experiences.

The Journey Agent is an AI-powered tool that is embedded within Adobe Journey Optimizer. It allows marketing practitioners to create and manage customer journeys more efficiently by leveraging natural language processing and predictive analytics.

Similar to the Audience Agent, the Journey Agent accepts directives from the user in natural language. This enables the practitioner to easily request basic journey management tasks, such as identifying top-performing journeys or stopping underperforming ones.

However, the Journey Agent goes beyond these basic capabilities. It can also design and optimize complex customer journeys based on the user's goals and constraints. For example, in the travel and hospitality industry, brands often need to incentivize customers who are at risk of losing their loyalty program status.

The Journey Agent can tackle this challenge by:

• Analyzing the user's goal (retain customers at risk of losing status) and constraints (loyalty programs operate on an annual cycle)
• Reviewing the customer's past travel behavior and loyalty status
• Combining this data with industry knowledge and brand requirements
• Recommending the optimal journey, including the right offers, timing, and communication channels

These journey recommendations, along with explanations, are then presented to the practitioner. They can review, adjust, and deploy the journey, maintaining control over the process. The Journey Agent acts as an intelligent assistant, handling the complex orchestration while empowering the user to make the final decisions.

This seamless integration of human expertise and AI-driven automation allows marketing teams to quickly iterate on customer journeys, adapting to evolving customer needs and market conditions.

The experimentation agent is a powerful tool that empowers marketers to quickly cycle through ideas and deploy the ones that prove effective. By gathering insights from customer experience data and prior experiments, the agent generates multiple hypotheses and predicts the results for each.

For example, if the goal is to increase new subscriber engagement, the agent can suggest ideas such as incentivizing subscribers with small rewards for completing certain actions. The marketer can then choose to run the experiment, and at the end, the agent will summarize the results in an easy-to-comprehend way. Based on this real-world validation, the marketer can either productize the experiment or continue to iterate further.

This continuous optimization process, powered by the experimentation agent, allows marketers to stay agile and responsive to evolving customer needs and market changes. By quickly testing and implementing new ideas, they can ensure their marketing efforts remain effective and impactful.

Marriott is leveraging Adobe's new predictive AI agents to enhance the experiences of their business travelers. The key agents being used are:

1. Audience Agent: This agent helps Marriott identify the ideal audience for their goal of incentivizing business travelers to extend their stays. It analyzes customer data, creates predictive models, and presents an actionable plan that Marriott can approve and execute.

2. Journey Agent: This agent embedded within Adobe Journey Optimizer allows Marriott to create and manage personalized journeys for their business travelers. It can design journeys to retain customers at risk of losing loyalty status, determining the right offers, timing, and communication channels.

3. Experimentation Agent: This agent helps Marriott quickly test and iterate on new ideas to increase business traveler engagement. It generates multiple hypotheses, predicts results, and summarizes the real-world validation, enabling Marriott to optimize their efforts.

Using these AI agents, Marriott is able to:

• Identify the right audience of business travelers most likely to extend their stays
• Craft personalized journeys that incentivize them with relevant offers and discounts
• Continuously experiment and optimize the experiences based on real-time data

This allows Marriott to deliver highly targeted and effective experiences that inspire their business travelers to extend their trips and enjoy additional services, ultimately driving increased revenue and loyalty.

The Adobe Brand Concierge is a powerful predictive AI agent that fuses generative AI, customer profiles, and a brand's asset portfolio to deliver highly personalized brand experiences at scale. This conversational, multimodal agent provides customers with tailored recommendations and decision support, going beyond the generic responses of traditional chatbots.

By understanding the customer's buying patterns, preferences, and the brand's offerings, the Brand Concierge can make personalized suggestions that seamlessly integrate with the customer's past interactions. For example, when a customer is shopping for tops, the Brand Concierge can recommend styles and colors that complement the pants they purchased previously.

This level of personalization is not limited to e-commerce; it can also be applied to in-person experiences. The Brand Concierge can power personalized guest experiences in hotel lobbies, providing information about upcoming events, dining options, and other offerings that are tailored to the individual's interests and past interactions.

To manage and analyze these personalized brand interactions at scale, the Brand Concierge is integrated with Adobe Customer Journey Analytics. This allows brands to gain real-time insights into the performance of the Brand Concierge across their entire portfolio, enabling them to continuously optimize the experience and ensure consistent, high-quality engagement with their customers.

The Adobe Brand Concierge represents a significant advancement in the fusion of AI and customer experience, empowering brands to deliver truly personalized, contextual, and scalable interactions that delight their customers and drive business results.

Adobe's introduction of predictive AI agents, including the AI Agent Orchestrator, Audience Agent, Journey Agent, Experimentation Agent, and Brand Concierge, represents a significant advancement in enhancing marketing productivity, creativity, and customer experiences. These AI-powered agents simplify complex tasks, allowing practitioners to focus on their goals while the agents handle the intricate details behind the scenes.

The Audience Agent's ability to analyze customer data and create targeted audiences, the Journey Agent's capacity to design personalized customer journeys, and the Experimentation Agent's power to quickly test and iterate on marketing ideas showcase the potential of these agents to drive more effective and efficient marketing strategies.

Furthermore, the Brand Concierge agent's fusion of generative AI with customer profiles and brand assets enables truly personalized engagement, providing customers with tailored recommendations and experiences that go beyond generic responses. This level of personalization is a game-changer, as it allows brands to deliver exceptional customer experiences at scale.

Overall, Adobe's introduction of these predictive AI agents represents a significant step forward in the evolution of marketing technology, empowering practitioners to achieve their goals more effectively and delivering personalized experiences that delight customers.