Adobe has introduced a suite of AI-powered agents aimed at transforming B2B marketing, sales, and customer engagement, ushering in a new era of human-AI collaboration in enterprise workflows. The announcement highlights Adobe’s vision of agentic AI working alongside teams to simplify complex buying cycles and deliver personalized experiences at scale.

AI agents are reshaping how businesses connect with customers, particularly in the B2B space, where purchase decisions often involve multiple stakeholders and lengthy sales processes. Adobe’s new B2B AI agents help teams identify decision-makers, deliver relevant engagement, and shorten time-to-conversion using real-time data and insights.

Brett Rafuse, Vice President of Demand Marketing, Cisco, said, “We have been longtime users of Adobe Experience Cloud, where applications such as Journey Optimizer B2B Edition enable personalized customer experiences and drive pipeline. Adobe’s AI agents will further help us identify key decision-makers faster and orchestrate compelling cross-channel journeys, boosting account engagement and accelerating deal closure.”

The AI agents are powered by the Adobe Experience Platform Agent Orchestrator, enabling reasoning and multi-agent collaboration. They are embedded within Adobe enterprise applications-including Adobe Journey Optimizer B2B Edition and Adobe Customer Journey Analytics B2B Edition-to help marketing and sales teams personalize at scale.

Key AI agents include:

• Audience Agent (Journey Optimizer B2B Edition): Analyzes structured, unstructured, and first-party data to define audiences, identify buying group personas, and recommend members based on first-party signals.
• Journey Agent: Simplifies journey creation and campaign orchestration across multiple channels, optimizing touchpoints and uncovering insights to enhance engagement.
• Data Insights Agent (Customer Journey Analytics B2B Edition): Offers a conversational interface for deriving and visualizing insights across buying groups and accounts, enabling data-driven decisions for marketing, sales, and product teams.

Upcoming innovations include:

• Account Qualification Agent: Will help business development representatives accelerate prospect engagement by evaluating needs, budget, and timelines to determine sales readiness.
• Adobe Brand Concierge: Featuring a Product Advisor Agent, this will deliver hyper-personalized, multimodal conversational experiences across text, voice, and images, converting casual browsing into qualified leads and meetings.

With these AI capabilities, Adobe aims to reduce manual workloads for B2B teams, allowing more focus on building meaningful customer relationships. The company reaffirmed its commitment to helping businesses work smarter, deliver exceptional experiences, and deepen engagement in today’s attention-driven economy.