AI for analytics shouldn't require a degree in data science to be useful. For too long, “powerful” has been synonymous with “inaccessible.” We’ve stripped away the analyst-first complexity to build agentic capabilities that speak the language of business, putting real-time insights directly into the hands of the people making the calls.
A fundamental shift is happening in how we interact with information. As LLMs become more sophisticated and the Model Context Protocol (MCP) makes data more composable, the expectation for business tools has changed. “Access” is no longer enough. Marketers need rich, context-aware insights that go beyond the “what” to explain the “why” — instantly.
Today, we're delivering an evolved Data Insights Agent that acts as the analyst in every marketer's pocket — providing intelligence that understands the business, speaks the user's language, rounds every answer in trusted data, and doesn't stop at insight — it drives toward action. The Data Insights Agent is available across the workflows and AI assistants that teams already rely on.
The data that makes it real.
When a marketer asks why checkout conversion dropped last Tuesday, they usually only have access to channel-specific engagement data. Data Insights Agent pulls the full picture — the email campaign that drove the traffic, the call center conversations that followed, the content intelligence showing that the new hero image on the landing page drove 40% less engagement than the version it replaced — and connects them into a more powerful and accurate answer.
That's because every insight is anchored in Adobe CX Analytics unified data foundation: an identity-resolved view of the entire customer journey, from digital touchpoints to offline interactions to content performance, all connected. On top of it is an MCP interface that makes this data composable, and an AI layer that pairs frontier LLMs with Adobe's own proprietary models, built on two decades of exploratory analysis expertise.
The result: an agent that grounds every insight in connected and contextual data, improving the confidence and decision-making process for marketers.
Context that goes beyond the question.
Ask any great analyst what separates a useful answer from a misleading one, and they'll say context. Knowing why the question is being asked. Knowing what "conversion" means to this team versus that one. Knowing that when the CMO says "high-value customers," she means repeat buyers with three purchases in 90 days.
Generic AI doesn't know any of this. It takes your question at face value and queries the data cold. That’s why many AI analytics tools return answers that are technically correct but not practically useful for decision-making.
With the introduction of business semantics in Data Insights Agent, organizations can now codify their own language directly into Data Insights Agent — the terminology, the acronyms, the metric definitions, and the business rules that make their data theirs. When someone asks, "How did our hero segment perform in Q1?", the agent knows what "hero segment" means, knows when Q1 starts and ends for that company, and knows how to translate "perform” into specific metrics.
And because Data Insights Agent lives inside Adobe CX Enterprise, it doesn't just understand the question — it understands what happens after the answer. Insights connect directly to audiences, journeys, and activation workflows, creating a flywheel where every analysis sharpens the next action, and every action generates richer data to analyze.
Intelligence that drives action.
Data Insights Agent provides powerful new capabilities in an easily accessible way to unlock insights and decision-making for analysts and marketers.
- Root Cause Analysis (coming soon). Instead of spending days slicing data across segments, channels, and campaigns, you ask one question: Why did this happen? Root Cause Analysis investigates automatically — testing hypotheses across dimensions, isolating the variables that impacted the metric, and delivering a diagnosis, not a dashboard.
- Data Storytelling. Already available in Adobe CX Analytics, Data Storytelling transforms analysis into presentation-ready narratives, formatted to your company's design language, ready to share with stakeholders the moment the insight lands.
But the most valuable insight is often the one nobody thought to ask for. We're building toward an always-on analyst that deeply understands your business, one that has the context to know what matters and where to look. It continuously works in the background, scanning your entire analytical landscape for anomalies, emerging trends, and shifts that matter, then surfacing verified findings to the right person or agent to act on. Not a replacement for your analytics team but a force multiplier for it.
Trust, built into the workflow.
Democratizing intelligence only works if people trust what they receive. That trust has always lived in the analyst relationship — the person business stakeholders go to when they need to know if the data is telling the real story. The evolved Data Insights Agent doesn't replace that relationship. It scales it.
Business users can share AI-generated insights directly with analysts for validation. Analysts can pick them up in Analysis Workspace, explore further, refine, and send them back with comments and annotations. The analyst remains the trusted voice — now at an organizational scale.
But trust also means access. Intelligence that people can't reach is intelligence they won't use. Data Insights Agent is now accessible through a new AI-native experience across Adobe CX Enterprise, designed for the pace and mindset of marketing and business professionals. Additionally, the same trusted, grounded insights are available through Adobe Marketing Agent in Microsoft Copilot, Claude, ChatGPT, and Gemini. We are making intelligence available in all the places where people work.
We built the first Data Insights Agent to productively scale analysts and give marketers easier access to insights. We rebuilt it to give them intelligence. That's why Data Insights Agent is evolving into something larger — the intelligence backbone of customer experience orchestration, woven across customer engagement, content supply chain, and brand visibility. Not confined to one tool or one team. It is the layer that makes every team, every workflow, and every decision across the customer journey smarter.
What comes next is the natural extension — an AI that doesn't just answer questions and surface anomalies but learns the rhythm of your business well enough to anticipate what you need before you need it. The gap between data and decision has been shrinking for years. We intend to close it.
Surbhit Jain is a Principal Product Marketing Manager at Adobe, responsible for the go-to-market strategy of AI-driven capabilities within Adobe Analytics and Customer Journey Analytics. He drives strategic positioning, market adoption, and customer engagement for Adobe’s Data Insights portfolio by translating advanced analytics and AI innovations into customer value.
