Marketers are expected to deliver personalized, high-impact customer journeys that drive engagement and conversion — without compromising speed or efficiency. For B2B marketers, this challenge is compounded by diverse go-to-market motions and large, complex buying groups.

What’s more, journey creation and optimization remain manual, siloed, and time-consuming tasks. Marketers require a smarter and more efficient approach to building impactful journeys to keep up with rising customer expectations.

This is why agentic AI and the efficiency it brings is so exciting. By leveraging agents built to solve these critical challenges, marketers can transform how they ideate with cross-functional teams, build end-to-end journeys aligned with go-to-market strategies, and optimize journey performance. Acting as a strategic, context-aware assistant, Adobe Journey Agent empowers marketers to work faster and more effectively, turning fragmented processes into intelligent and adaptive journey orchestration.

What is Journey Agent?

Journey Agent understands your goals, constraints, audience behaviors, and even internal workflows as you craft customer journeys. It will soon be able to interpret inputs like campaign briefs, images, audience behaviors, and historical performance to recommend the most relevant journey sequences. Whether you're refining an existing journey or targeting a new segment, Journey Agent helps you:

• Ideate and create journeys. Journey Agent uses AI-generated recommendations to build journeys from text and images. Soon, it will also be able to use briefs and even voice prompts.
• Adjust sequences in real time. The agent collaborates asynchronously across teams to refine journeys based on performance signals.
• Analyze performance. Journey Agent surfaces key insights across journeys and associated objects, identifies emerging trends proactively, and answers your questions reactively.
• Resolve conflicts within the journey. The agent will soon be able to detect anomalies and resolve issues related to scheduling, offers, content, audience overlap, and more.

How can Journey Agent support B2B marketing teams?

B2B journeys are becoming increasingly complex. They span multiple personas, buying group roles, and engagement channels. Coordinating the right content for every persona and role across channels is a daunting challenge for any marketer. At Adobe, we’ve seen just how essential agentic tools like Journey Agent are for reaching customers faster and more effectively.

When Adobe set out to launch a multi-offer, multichannel nurture series for its content supply chain solution, the complexity was clear — we had multiple personas, segmented buying groups, and personalized engagement requirements across channels. We needed a way to help us manage the complexity and reach the right people at the right moments.

To do this, a campaign operations specialist began by using AI Assistant to upload a campaign brief and enter a simple prompt: “I want to nurture and engage decision makers and other marketing personas who are in early exploration of Adobe’s content supply chain solution.”

From there, Adobe Experience Platform Agent Orchestrator took over, coordinating Journey Agent with other agents to build the campaign. After reading the campaign brief, and understanding the objectives, audience segmentation, and communication strategy, it responded with a task list and executed each step in real time, including:

• Identifying target accounts and categorizing them by intent.
• Determining personas and buying group roles.
• Building buying groups using segmentation criteria.
• Designing the account journey and tailoring it to high-intent accounts.
• Generating personalized email sequences by industry and role.

This conversational workflow simplifies the complexity of journey design, allowing marketers to increase efficiency by automating manual processes.

Simplify marketing workflows for greater clarity.

Journey Agent is more than a helpful feature — it’s a force multiplier for your marketing teams. It automates repetitive tasks with data-driven recommendations — unlocking an increase in efficiency, time savings, and ultimately, lead and buying group conversions.

Journey Agent is just one example of how AI agents are transforming B2B marketing, revolutionizing how marketers understand and reach their customers. Adobe Experience Platform Agents are helping to define the next evolution of customer experience. Learn more about how Adobe AI for Enterprise is powering marketing and creativity.

Karishma Phansalkar is a Senior Product Marketing Manager supporting product launches for B2B Customer Journeys. Karishma has a passion for product marketing and working with our internal teams to provide innovations that bring the most value to our customers. Karishma joined Adobe over 3.5 years ago, after spending the previous 8 years of her career working in management consulting and product implementation at various big tech companies. Karishma lives in New York, where she loves to explore all the restaurants and culture the city offers.

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