Marketers and customer experience managers are facing a paradox — the demand for personalized, omnichannel experiences is surging, yet teams have fewer resources to create them. Tools like Adobe Journey Agent, powered by agentic AI, offer a transformative solution. Unlike traditional AI tools that rely on deterministic logic or constant prompting, agentic AI operates with autonomy and contextual awareness. It acts as a proactive collaborator, understanding your organization’s marketing journey goals, anticipating customer needs, and accelerating execution. For marketing teams, especially those supporting an enterprise, this translates to less time spent manually creating customer journeys and more time devoted to strategy, creativity, and impact.

What is Journey Agent?

Powered by Adobe Experience Platform Agent Orchestrator, Journey Agent is designed to support marketers as they ideate, generate, monitor, and optimize customer experiences. It’s not just another chatbot — it’s a skilled teammate that understands customer experiences and their associated objectives to drive faster, more precise execution. Journey Agent is part of Adobe’s broader AI vision aimed at empowering marketing and creativity with transparent, commercially safe, and enterprise-grade AI.

Let’s explore how Journey Agent helps marketing and experience teams do more, faster, to deliver greater impact.

Create — from prompt to journey in seconds.

Journey Agent transforms how multistep customer experiences are created in Adobe Journey Optimizer. Instead of manually building journeys on a canvas, marketers can generate them dynamically using natural language prompts, images, or briefs.

Using text-to-journey, marketers can describe, for example, what they’re looking for in natural language. Say, “Design a holiday journey for gold-tier travelers with a follow-up push notification,” and the agent will build it.

In addition, marketers can soon use images or briefs such as journey maps and campaign sketches to inform Journey Agent of any needed requirements and then convert them into a fully functional experience. We're actively building this capability to launch in the near future.

Journey Agent can create any kind of journey, including batch audience evaluations, streaming segment qualifications, unitary events, and business events. This agentic approach dramatically reduces setup time and lowers the barrier to experimentation.

Analyze and adjust — always-on optimization.

As teams scale from tens to hundreds of journeys, monitoring performance becomes a key concern. The agent helps to proactively and intelligently surface insights, recommend optimizations, and quickly adjust journey components so marketers don’t have to dig through reporting dashboards.

Marketers can use the following Journey Agent features to help teams maintain precision and relevance at scale, without the need to manually audit every journey:

• Audience and profile overlap detection makes it possible for the agent to automatically flag when multiple touchpoints target the same audience and customer to help avoid over-communication and fatigue.
• Schedule conflict alerts identify timing conflicts between journeys and suggest adjustments to improve performance.
• Anomaly detection highlights underperforming journeys. The agent will soon offer proactive recommendations to fix errors and conflicts.
• Drop-off analysis identifies potential customer drop offs. The agent will then recommend adjustments with the marketing team’s goal in mind, such as conversions or increasing sign-ups.

Proactive suggestions are coming soon.

Ask and act — journey insights.

When marketers need to know how journeys are performing, all they need to do is ask. Journey Agent supports ad-hoc queries about metadata, performance, and conflicts, making it easy to get answers without switching tools or running reports.

Marketers can ask the agent questions like:

• “How many live journeys do I have?”
• “What were my top-performing journeys last quarter?”
• “Show me journeys created in the last week.”
• “Highlight the top journey from last December and help me create a variation for this year.”

Journey Agent doesn’t just answer questions — it’s an intuitive interface that provides quick access to insights, helping marketers ideate, implement, analyze, and optimize faster than ever before.

Built with trust for velocity, precision, and coordination.

Journey Agent is built on a foundation of responsible AI at Adobe. Customer data is never used to train foundational generative AI models without explicit consent, and human oversight remains a central cornerstone of Adobe AI tools.

Crucially, Journey Agent doesn’t work in isolation. Embedded within Adobe Journey Optimizer, it collaborates with other Adobe and third-party agents via Adobe Experience Platform Agent Orchestrator to deliver coordinated, enterprise-grade support, right out of the box.

Coming soon — Journey Agent for B2B.

While the current release focuses on B2C use cases, Journey Agent for B2B is on the horizon. It will bring the same intelligent orchestration capabilities to account- and lead-based journeys, helping B2B teams manage buying groups, nurture leads, and optimize multitouch engagement with the same ease and intelligence.

Adobe Experience Platform Agents are helping define the ongoing evolution of customer experience, and Journey Agent is a force multiplier for your marketing and customer experience teams.

Learn more about how Adobe’s AI for Enterprise is powering marketing and creativity.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/generative-ai