Do you feel like your marketing tech is rigid or your automations are stuck in a rut? Agentic AI is changing the game, offering businesses a smarter, more dynamic way to scale creativity and strategic marketing. Instead of relying on static rules or preset scripts, leading brands are using expert AI agents that understand marketing context, make informed decisions, and adapt on the fly. Whether it’s surfacing new insights, streamlining support management, or launching campaigns, these agents bring unprecedented intelligence, speed, and scale to every customer experience.
Adobe Experience Platform Agent Orchestrator is the technology underpinning Adobe’s agentic framework — powering the building and coordination of Adobe Experience Platform Agents. It empowers your marketing, analytics, and operations teams with intelligent agents that increase productivity and free them up to provide customers with personalized content and high-impact experiences.
At the core of the Experience Platform Agent Orchestrator is the reasoning engine — a powerful system that ensures agents aren’t just simply following instructions. They reason through problems and respond thoughtfully to each unique situation.
What is the reasoning engine in Adobe Experience Platform Agent Orchestrator?
The reasoning engine is one of four components of the Experience Platform Agent Orchestrator, and it is the brains of the operation. When you make a request, the reasoning engine interprets it, breaks it down into specific goals, and considers any constraints. Then it creates a tailored plan to deliver your desired outcome.
Unlike traditional prompt-and-response models, the reasoning engine adapts in real-time — adjusting its approach as new information comes in. It simulates how real users typically work by accounting for best practices and dependencies before it produces plans that make both technical and practical sense.
Transparency is one of the reasoning engine’s key advantages. It shares its plans with you through AI Assistant—a conversational interface that gives you clear visibility and confidence in every step — so that users stay in the driver’s seat, allowing them to validate and determine how the agent(s) should proceed. The reasoning engine also breaks down complex tasks into explainable steps, so you not only see what the agents are doing, but also understand the “why” behind their choices.
Dynamic planning for real-world experiences.
Customer needs are in constant flux, so your marketing approach must remain nimble and ready to shift gears fast. The reasoning engine’s plans are dynamic and responsive, adjusting on the fly as new data or requirements emerge. This allows agents to stay aligned with your goals and deliver standout customer experiences.
Here’s how it works:
- The reasoning engine reviews your prompt, identifies concrete goals, and divides them into manageable phases.
- It maps out the best path, activates the right agents, and accounts for important checks like validation and verification.
- Depending on the task, it can run a quick one-step plan or orchestrate complex, multistep workflows with recurring scheduled tasks.
- The reasoning engine was designed with a human-in-the-loop mindset and uses chain-of-thought reasoning to work through decisions step by step, logging each action for full transparency and easy review or editing. This makes debugging and performance tuning a breeze and instills trust in the process and output.
For more complex requests, the reasoning engine can coordinate multiple Adobe Experience Platform Agents to achieve the goal — and soon, third-party and customized agents too.
Imagine you need to build an email campaign. The engine might first tap Data Insights Agent to find recent trends, then call on Audience Agent to generate audiences, and finally, guide Journey Agent to design the right customer journey. All this happens in the background, giving you a clear, logical plan tailored to your goal.
