B2B marketers and sales users are ready for the next era of AI to automate and speed up the execution of time-consuming tasks, such as campaign and content creation, lead generation, and buying group qualification. At the same time, B2B brands are planning to or have started to invest in generative AI more heavily, expecting to see significant returns on their investments. AI agents are perceived to be the key to unlocking value through intelligent decisioning and automated tasks. B2B brands are being asked to do more with less — and AI agents can help them do that in the most efficient way possible. In our recent 2025 AI and Digital Trends report, more than half of respondents (58%) say they are seeking opportunities to implement agents and assistants.
Adobe is helping drive this automation for B2B companies through our Adobe Experience Platform Agent Orchestrator. This agentic framework is built on Adobe Experience Platform with trust, transparency, security, and guardrails in place to help enterprises use AI with confidence.
Alleviate manual processes and gain insights faster with Experience Platform Agent Orchestrator.
The Adobe agentic framework is embedded within Adobe Journey Optimizer B2B Edition and Adobe Marketo Engage, so AI agents can help alleviate manual data analysis and experience creation. By generating both lead- and account-based journeys and insights in a fraction of the time, Experience Platform Agent Orchestrator helps streamline the generation of insights for planning and prioritization, journey orchestration, and the qualification of leads and buying groups.
Experience Platform Agent Orchestrator is natively part of the Adobe Experience Platform that powers Journey Optimizer B2B Edition and Marketo Engage to help businesses achieve better sales and marketing results and alignment.
1. Discover and assemble buying groups.
B2B marketers continue to face challenges in assembling the right set of individuals into effective buying groups for their target accounts. To help with this, they need more reliable data validation on expressed intent and other key insights to help them build complete, marketing-qualified buying groups. Agentic AI can help with buying group discovery and provide marketers a view of AI-recommended buying groups for key target accounts. Additionally, they can also create and assemble buying groups including the roles and assigned members based on AI-powered intent signals, and CRM data, such as closed won or lost deal and inferred personas.
2. Automate lead, account, and buying group journey creation.
Creating engaging lead- and account-based customer journeys is one of the most critical and time-consuming tasks for marketers. The complexity of designing split paths, determining decisioning logic, and validating the most effective channels can quickly become a manual, resource-heavy process.
Agentic AI can significantly accelerate the journey creation process. By automating goal-driven workflows and repetitive tasks, it can assist in recommending or creating a targeted audience, designing an end-to-end journey flow aligned with marketing goals and best practices, and defining rules for split path conditions. It also listens for events, actions, and scores, while recommending the best channels and content based on historical performance data. This not only saves time but enhances the precision and effectiveness of campaigns, enabling marketers to focus on higher-level strategy and innovation.
3. Automate collections of generated content for specific journeys.
Campaign creation is often a highly manual task for marketers because it requires extensive research, audience segmentation, content customization, and coordination across multiple platforms. And each step needs careful attention to ensure an effective and personalized campaign. Journey Optimizer B2B Edition utilizes agentic AI to effectively generate, collaborate, and measure journey content to enhance buying group engagement and qualification — and accelerate deal velocity. With Adobe Express and AI Assistant for content generation, marketers can create compelling content faster for email, landing pages, and more.
4. Automate sales insights and actions.
Sales teams managing a large portfolio of opportunities need a solution that not only scales and automates outreach efforts but also enables them to personalize and tailor communication for each individual buyer. Agentic AI is transforming the sales process by providing account executives and business development representatives with an immersive, data-driven experience that enables them to view detailed buying groups and gain deep insights into target accounts.
With summaries generated by agentic AI, sales representatives can see an overview of account activity and buying group engagement, along with actionable next steps, empowering them to make informed decisions faster. AI agents can also support specific sales actions by further streamlining sales user workflows by automating repetitive tasks, such as adding contacts to Marketo Engage campaigns or updating roles within buying groups and automating customer outreach allowing sales teams to focus only on high-impact activities.
Additionally, agentic AI can proactively notify sales representatives of critical updates and buying group member engagements, ensuring they never miss an opportunity to act quickly on information. This seamless integration of AI-driven insights and automation dramatically increases efficiency, improves sales outcomes, and enhances the overall sales experience while also reducing efforts of marketers in producing marketing qualified pipeline for sales.
How Adobe can help.
Adobe is committed to reimagining B2B marketing automation and account-based marketing. With innovative technology, B2B marketing teams get a better ability to use AI agents to streamline their day-to-day workflows and martech stack. This new era of AI agents is about elevating and empowering humans. This will increase optimization with Adobe Marketo Engage and Adobe Journey Optimizer B2B Edition — all while reducing the number of hours spent on time-intensive tasks.
To learn more about these features and announcements tune into our Marketo Engage Adobe Journey Optimizer B2B Edition Roadmap session at Adobe Summit 2025.
Karishma Phansalkar is a senior product marketing manager supporting product launches for B2B customer journeys. Phansalkar has a passion for product marketing and working with our internal teams to provide innovations that bring the most value to our customers. She joined Adobe over three years ago, after spending the previous eight years working in management consulting and product implementation at various big tech companies. Phansalkar lives in New York, where she loves to explore all the restaurants and culture the city offers
