Adobe unveils AI agents to streamline marketing & support
Adobe has introduced its first set of AI agents for global customers with new features aimed at supporting marketing and customer experience workflows.
The new Product Support Agent offers marketers and experience teams an interactive way to address issues within Adobe Experience Platform applications, providing immediate troubleshooting guidance and case management support directly through the user interface.
This agent is the most recent addition to Adobe's portfolio of AI agents, joining the now generally available Data Insights Agent, which is designed to help users derive insights from customer data within Customer Journey Analytics.
Both the Product Support Agent and Data Insights Agent function through the Adobe Experience Platform Agent Orchestrator. This infrastructure enables organisations to build, manage, and coordinate AI agents across Adobe and third-party ecosystems.
The Product Support Agent was created to offer proactive, self-service support and actionable advice to marketers and customer experience teams. By using the AI Assistant within Adobe Experience Platform, users can access trustworthy knowledge sources, such as official troubleshooting articles, product tutorials, and legal documentation to seek solutions to operational challenges.
Adobe stated that this approach is intended to minimise workflow interruptions, lessen the frequency of escalated support cases, and allow teams more time to focus on activities such as campaign planning, data analysis, and customer journey management.
Where an issue is unclear or highly technical, the Product Support Agent can automatically collect relevant contextual information—including system logs, metadata, and user session details—and pre-fill the support case form for review before submission. This procedure ensures that crucial information is gathered from the start and facilitates the agent's ability to manage triage-level tasks, such as categorising, prioritising, and compiling case context. This enables support teams to start work on the case promptly.
The Product Support Agent is also able to provide real-time status updates for open support tickets directly from the AI Assistant interface. Users are not required to switch tools or log into separate portals. Adobe stated that proactive notifications, which would inform users immediately of any change in case status, will be available in the near future. This helps reduce follow-up requests from users seeking updates and ensures timely communication as cases progress.
Sean Kegelman, Director of Digital Marketing at Wegmans Food Markets, said, "From onboarding new users to deploying the latest features in Adobe applications, the Product Support Agent is shortening the time it takes for us to see value. By streamlining these time-intensive tasks, we can devote more energy towards using Adobe's tools to enhance the shopping experiences we deliver online."
The Data Insights Agent, which is also now generally available, was introduced as the first agent developed using the Adobe Experience Platform Agent Orchestrator. This agent enables users to explore data directly by asking natural language questions such as "What channels drove the most conversions last week?" The agent then generates a visualisation within the Analysis Workspace in Adobe Customer Journey Analytics.
The Data Insights Agent is intended to simplify the process for marketers seeking to generate insights. Users can query data in natural language, create visualisations from scratch, and make further adjustments to existing visualisations as part of an iterative analysis process.
Lokesh Alluri, Digital and Marketing Analytics Manager at Lenovo, said, "Adobe's Data Insights Agent will be a major unlock for our organisation, shortening the time it takes to find and deliver actionable insights. By streamlining time-intensive workflows, from reporting to forecasting, we can ensure that every stakeholder has timely data to drive initiatives that enhance customer satisfaction."
Adobe described the Experience Platform Agents as being tailored for a contemporary work environment where AI is increasingly used to support creative and operational processes in marketing. The company noted that AI agents are intended to support, not replace, human expertise, adding efficiency to enable greater focus on strategic work and creative solutions.
