AI agents are reshaping how businesses connect with customers and the daily work of individuals tasked with creating and orchestrating impactful experiences that drive demand. Today, Adobe is announcing AI agents that can work with sales and marketing teams in the business-to-business (B2B) industry—simplifying buying cycles that can be long and complex. This latest release continues to build on Adobe’s vision of agentic AI working side-by-side with teams to deliver standout customer experiences.

B2B buyers often make purchase decisions as a committee—bringing different and evolving perspectives to consensus, while navigating the sales processes of potential suppliers and their own internal buying procedures. One of the main challenges facing B2B marketing and sales teams is the need to identify specific decision makers that collectively sign off on large purchases such as software or hardware, while also influencing them and keeping them engaged throughout their buying journey. Agentic AI is helping shorten and streamline these purchase cycles.

With Adobe’s suite of B2B agents that drive human-AI collaboration, marketing and sales teams can quickly and more efficiently target decision makers—leveraging valuable engagement insights to make informed marketing and sales decisions. Leading B2B brands, including Cisco, have been working with Adobe’s B2B agents to enhance workflows across their sales and marketing organizations.

 

Adobe’s AI agents are powered by the Adobe Experience Platform Agent Orchestrator, which enables reasoning and multi-agent collaboration to drive customer experience orchestration. Adobe’s purpose-built agents are surfaced directly within the category-leading enterprise applications such as Adobe Journey Optimizer B2B Edition and Adobe Customer Journey Analytics B2B Edition. These applications allow marketing and sales teams to drive targeted personalization at scale.

Adobe AI agents for B2B workflows that are now generally available include:

• Audience Agent in Journey Optimizer B2B Edition can analyze structured, unstructured and first-party data sources such as CRM profiles, marketing activity and web content—surfacing insights that help marketers define the right audience for their objective. It can also identify buying group personas and use first-party signals to recommend buying group members. These insights then allow the agent to seamlessly build out high-value buying groups for specific offerings, which can be used across omni-channel journeys to more effectively create demand.

• Journey Agent in Journey Optimizer B2B Edition simplifies the creation and orchestration of customer journeys and campaigns across channels such as email, web, mobile and more. The agent creates journeys based on defined goals. It can then optimize touchpoints through different aspects such as customer drop-off—uncovering insights to fine-tune interactions.

• Data Insights Agent in Customer Journey Analytics B2B Edition simplifies and expands the process of deriving insights from cross-channel data across buying groups and accounts. This is delivered through a conversational experience, enabling a wider range of marketing, sales and product team members to visualize, forecast and remediate customer experience initiatives.

Additionally, Adobe’s Account Qualification Agent is coming soon to Adobe Journey Optimizer B2B Edition. It will empower business development representatives (BDRs) to greatly accelerate engagement and qualification. The agent evaluates a prospect's needs, budget, authority and timeline to determine if they are a valid sales opportunity, while delivering summarized insights on the account to the BDR. This creates a faster and more streamlined workflow by automating processes across research, outreach and analytics.

Also coming soon is Adobe’s AI-first application called Brand Concierge. With this offering, casual customer browsing can be turned into hyper-personalized and tailor-made conversational experiences. The application will feature a Product Advisor Agent, which supports brand engagement and accelerates journeys through product discovery—driving interactions that are tailored to individual preferences. B2B teams can support potential customers in booking meetings with BDRs via Brand Concierge. This offering will be multimodal, supporting interactions across text, voice or images while delivering AI-driven, sensory-rich recommendations and comparisons. BDRs can then conduct research, qualification and engagement before and after the meeting with Account Qualification Agent in Journey Optimizer B2B Edition.

With Adobe’s new AI agents, B2B teams can spend less time on manual tasks and more time building real connections with customers. This is just the beginning—Adobe is committed to helping businesses work smarter, deliver better experiences, and grow stronger relationships in a rapidly changing attention-based economy.

To learn more about how Adobe AI can help your business grow, visit the AI overview page.

Brian Glover is a Senior Director of Product Marketing for Marketo Engage and Adobe Real-Time CDP (B2B Edition) and leads the team responsible for go-to-market strategy and execution. He has spent 20 years in marketing and product management roles focused on growing top-line revenue, and over 12 years in marketing technology.

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