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:

1. The reasoning engine reviews your prompt, identifies concrete goals, and divides them into manageable phases.
2. It maps out the best path, activates the right agents, and accounts for important checks like validation and verification.
3. Depending on the task, it can run a quick one-step plan or orchestrate complex, multistep workflows with recurring scheduled tasks.
4. 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.

This orchestrated teamwork lets domain-specific agents — each with their own expertise — collaborate seamlessly, while the Experience Platform Agent Orchestrator keeps everything coherent and efficient. It can pause to ask you for more information or clarification, adapts dynamically to prior results, and constantly updates plans based on real-time feedback.

Building on human expertise.

The reasoning engine excels at learning from experts. Product teams, marketers, and operations leads can train the engine to handle certain workflows using templates or structured examples. This turns your organization’s hard-earned knowledge into reusable intelligence, reduces reliance on rigid rules, and makes your automation smarter and more resilient.

What’s next for Adobe Experience Platform Orchestrator?

Adobe is committed to expanding the reasoning engine’s capabilities to support more sophisticated plans, like advanced troubleshooting, deep search, idea generation, and richer collaboration among agents. As marketers’ needs grow more complex, the engine will continue to adapt, coordinate, and reason with greater nuance.

Soon, features like long-term memory and personalization will allow the reasoning engine to tailor plans based on past behaviors, preferences, and industry-specific needs, making every experience more relevant and effective.

The reasoning engine isn’t just the brains behind Experience Platform Agent Orchestrator — it’s the driving force behind smarter, more agile marketing. With this technology at your side, you’re ready to meet the ever-changing demands of your customers and market with clarity, confidence, and creativity.

Learn more about the reasoning engine, Adobe Experience Platform Agent Orchestrator, and the agents it powers.

Akintunde Ajayi is a group product marketing manager for Adobe Experience Platform. He focuses on bringing innovative Experience Platform and AI capabilities to market and driving awareness and adoption of Adobe’s customer experience orchestration offerings. He has over 15 years of experience in consulting, systems integration, and product marketing. Akin joined Adobe in 2019 after obtaining his MBA from Kellogg School of Management at Northwestern University. Akin is a devoted husband, father of two, and an ardent fan of Liverpool FC soccer and Utah Jazz basketball.

Huong Vu is a product marketing manager for Adobe Experience Platform, focusing on leading go-to-market strategies for innovative Experience Platform and AI capabilities. She’s dedicated to increasing awareness of Adobe’s customer experience orchestration offerings and driving adoption of transformative tech. Vu brings over five years of experience in product and brand marketing. She joined Adobe in 2024 after obtaining her MBA from Kellogg School of Management at Northwestern University.

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