From agentic AI experimentation to new messaging channels, the latest Adobe Journey Optimizer updates are built to help brands deliver smarter, faster and more personalised customer journeys at scale. We’re excited to recap what’s happened so far this year and share a preview of what’s coming soon with Journey Optimizer.

In March, we hosted Adobe Summit, where we had the chance to connect with many Adobe customers in person. Hearing how you’re using Journey Optimizer and the impact you’re driving was incredibly energising for our team. We can’t wait to show you what’s coming next — including innovations designed to help you scale personalisation, streamline activation and drive measurable impact.

Use agentic AI to accelerate experimentation and journey orchestration.

Experimentation is a topic that comes up often in conversations with customers as an area that’s critical but challenging. While the need and desire to scale testing is clear, many teams face real hurdles, from limited resources to analysis bottlenecks and shifting priorities. The rapid advancement of generative AI and introduction of AI agents into enterprise applications are changing how brands can scale both ideation and execution across products. This industry shift, combined with customer feedback, directly inspired one of our latest innovations: Adobe Journey Optimizer Experimentation Accelerator (beta). Powered by the Adobe Experience Platform Experimentation Agent and generative AI, this new product experience is designed to automate analysis, surface high-impact opportunities and streamline insight generation. This reduces manual effort and makes smarter, faster experimentation more achievable.

Learn how Journey Optimizer Experimentation Accelerator can help your business — and get early access — here.

Orchestrating customer journeys in real time to drive true one-to-one engagement is at the centre of what makes Journey Optimizer so powerful. To help teams take journey management even further, we recently introduced Journey Agent — a purpose-built AI agent that acts as an extension of your marketing team, powered by the new Adobe Experience Platform Agent Orchestrator. Think of it as a subject matter expert for your marketing team, to help you to work smarter, move faster and craft more personalised, high-impact experiences for your customer journeys. Journey Agent will support performance analysis, adjust existing journeys in real time, ideate on new journeys and help resolve anomalies or conflicts between journeys. We’re just getting started — we can’t wait to show you more as this powerful new capability takes shape.

New integrations to streamline content creation and personalisation.

Content is the foundation of every great customer experience. With the latest Journey Optimizer product integrations, we’re making it even easier to create, manage and deliver engaging content at scale. Whether you’re designing emails, personalising images or reuse messaging across channels, these enhancements will help you move from asset creation to action faster, while getting even more from Adobe applications.

• Adobe GenStudio for Performance Marketing (limited availability): Quickly generate high-performing email content that’s localised and on-brand. Use GenStudio templates in Journey Optimizer, publish templates back to GenStudio and personalise using real-time customer profiles. Learn more
• Adobe Express (limited availability): Build and update creative assets directly in Journey Optimizer using Adobe Express. No design handoffs or extra tools needed. Learn more
• Dynamic Media with Adobe Experience Manager Assets (limited availability): Personalise media assets with ease using WYSIWYG templates, parameterised URLs and dynamic layers. Deliver visuals tailored to every customer’s context. Learn more
• Content fragments with Adobe Experience Manager Sites (roadmap): Seamlessly publish content fragments from Adobe Experience Manager Sites into Journey Optimizer. Reuse and repurpose approved content across journeys and campaigns to boost efficiency and maintain consistency.

These new features help streamline your content supply chain, enabling you to work more efficiently, so you can easily author and deliver content that resonates with your customers.

Expanding the ways you connect.

Customers expect seamless, relevant communication, delivered in the moments that matter, on the channels they prefer. That’s why we’re continuing to expand the ways brands can reach and engage their audiences, unlocking new mobile and messaging experiences — designed for flexibility, scale and personalisation. Whether you're delivering real-time updates or re-engaging with high-value segments, these innovations make it easier to meet your customers where they are.

• WhatsApp Business messaging (beta): Meeting people where they are is critical. With WhatsApp reaching millions of people globally every day,  it's likely a preferred channel for some of your customers. Make sure you’re not missing them by using WhatsApp Business messaging within Journey Optimizer.
• Line (limited availability): Line is an incredibly popular messaging app and social hub in Japan with over 70% regional market share. We’ve unlocked this channel to ensure you’re able to connect with these customers too. Learn more
• iOS Live Activities (roadmap): Live Activities in iOS offer another way to connect with your customers, right from the lock screen of their phone. Whether it’s a delivery update, flight info or the current game score of their favourite team, brands can unlock this new touchpoint for driving relevant and informative experiences on-the-go.
• Inbox (roadmap): Keep important messages in a saved location across web and app to enhance user engagement. This is a persistent and non-intrusive channel to communicate with customers and stays synced across devices.
• RCS messaging (roadmap): Engage customers with trust through a verified messaging channel and app-like experience without the app. RCS includes delivery and read receipts for better analytics, as well as dynamic carousels, maps, web view and more.
• Adobe Real-Time CDP destinations on the journey canvas (roadmap): Reach users who are less responsive to other marketing channels using paid media ads with the ability to bring select Real-Time CDP destinations  into the journey canvas for common retargeting use cases.

We’re committed to expanding the canvas for customer engagement — through conversational messaging, real-time updates, persistent experiences and other new channels — to ensure you’re always one step ahead, on any screen, at any moment.

Advancing journey creation and control.

We’re continuing to evolve the journey design experience in Journey Optimizer, making it easier, smarter and more powerful to plan, manage and optimise customer engagement. With new tools and upcoming enhancements, users have more control and flexibility than ever before.

• Journey fragments (roadmap): Save one or multiple activity nodes in a journey to reuse them later in other journeys, helping save time, ensure consistency and iterate quickly with fragments in your journeys.
• Business rules (limited availability): Prevent marketing fatigue for customers by restricting the number of messages a recipient receives across all channels through global and local rule sets. Learn more
• Quiet hours (roadmap): Suppress non-critical messages during specific time and day windows based on profile-designated time zones, with global and local configurations, across event-triggered and scheduled communications.
• Pause and resume journeys (roadmap): Pause and resume your journeys in real time for maximum control and flexibility, updating messages and content and performing operations at bulk.
• Shared calendar view (limited availability): Manage draught, scheduled, live and completed activations in a shared calendar view, making it easy to track overlaps, gaps and conflicts in a single view. This feature is perfect for activation planning, collaboration and seasonal alignment.
• AI journey path optimisation (roadmap): Optimise the flow of each journey to increase engagement and reduce friction through path experimentation, decisioning across nodes, channel, wait time, series of actions and more.
• Dynamic channel optimisation (roadmap): Reach customers in the right channel based on preferences, current context and engagement history with channel experimentation and channel decisioning.

These enhancements are all about empowering you to build high-impact journeys with speed and confidence. Whether it’s simplifying operations with reusable fragments, optimising paths with AI or managing timing and volume with precision, Journey Optimizer’s journey canvas is becoming more intelligent, more collaborative and more tailored to your needs.

As we move through the rest of the year, our focus remains the same — empowering you to create meaningful, measurable and personalised experiences at scale. From AI-powered experimentation to expanded mobile reach and smarter journey orchestration, every update is rooted in real feedback from our users.

If you’re ready to take your experimentation to the next level, make sure that you sign up for early access to the new Journey Optimizer Experimentation Accelerator and start discovering smarter, faster insights today.

Roadmap items are subject to change and inclusion in this blog is not a guarantee on timing or functionality.

Kaitlin White is a senior product marketing manager at Adobe, where she focuses on customer journey management, with an emphasis on the personalisation and optimisation of customer experiences. Throughout her career, White has developed a passion for helping brands use their data to solve problems, answer questions and ultimately provide the best experiences for customers.

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