• by Laurie Sullivan , June 4, 2025

Adobe plans to integrate more dynamic reasoning into its AI agentic agents, with the ability to automatically determine how to work across platforms and other agents to execute cross-workflows and accomplish more autonomously.

Agent Orchestrator, through the Adobe Experience Platform, will manage the processes.

Adobe also is working with Microsoft to develop AI agents that interact with each other, specifically within the context of Microsoft 365 Copilot. Adobe, however, is doing even more to build on that collaboration. 

This week Adobe expanded support for its AI agent suite geared toward data and marketing operations that also improve advertising.

Adobe -- which has been focused on generative AI (GAI) and now agentic AI -- unveiled its Product Support Agent, and announced the general availability of the Data Insights Agent on Wednesday. Both rely on Adobe Experience Platform Agent Orchestrator to integrate generative AI.

Adobe has been running Product Support Agent in beta with a handful of clients that also use its AI assistant. It gathers contextual data automatically like logs, metadata, user session details, and more, and accurately pre-fills the support case. The user can review the content before submitting.

“We are in a time when creative and marketing departments are under pressure to provide high-quality experiences everywhere,” says Daniel Sheinberg, senior director at Adobe. “With the advent of generative and now agentic AI we see an opportunity for people to address that.”

The agentic framework that Adobe is building will act on behalf of its customers in marketing and advertising -- from data governance to compliance and other areas.

In the future, that support could be rebuilt or refined for Adobe’s client’s customers, Sheinberg says. Agents, which act on behalf of the brands, can understand the data and work with the information based on available tools.

Data Insights Agent simplifies insight generation for marketers by allowing them to query the data in natural language and generate visualizations, and makes changes to previously built visualizations and build analysis iteratively.

The analysis is done by the AI Agent is transparent. The data generated by the AI Agent is clearly visualized in the Analysis Workspace, making it easy to understand, verify and make informed decisions. “AI agents become a thought companion to find places to improve,” Sheinberg says.

Adobe Experience Site Manager, released earlier this year, will analyze processes and identify security risk, for example, and offer ways to fix it. The user can give the AI agent the ability to fix the issue on their behalf.  

Data Insights Agent is the first agent built on the Adobe Experience Platform Agent Orchestrator. It lets users query data using natural language. It generates a visual within the Analysis Workspace in Adobe Customer Journey Analysis, and simplifies insight generation that lets marketers understand, verify, and make confident business decisions based on AI-generated data.