Over the past 18 months, the Adobe Journey Optimizer product team has quickly advanced its journey orchestration capabilities, delivering more than 20 new features and enhancements.

These innovations empower marketers to engage customers across any channel at precisely the right moment, leveraging real-time customer profiles and business signals. With intuitive tools, marketers can easily design multi-step journeys that trigger sequences of interactions, offers and messages — enabling more personalised and impactful experiences.

This momentum reflects Adobe’s commitment to helping marketers meet rising customer expectations and orchestrate meaningful, real-time engagement.

Our innovation is guided by four strategic themes:

• Intelligent optimisation and measurement
• Rapid journey creation and omnichannel at scale
• Journey arbitration controls
• Streamlined operational journey management and governance

Through these pillars, we strengthen the core functionality of the product and empower marketing practitioners with greater speed and agility, while continuing to innovate the next frontier of journey orchestration. The sections below explore each theme in greater depth.

Intelligent optimisation and measurement.

By embedding experimentation and AI decisioning at the core of journey orchestration, we enable marketers to quickly test, measure and adapt in real time. With every interaction, journeys grow smarter and more effective — evolving into self-optimising experiences that drive continuous improvement.

Available now:

• Create content experiments in journeys: Test different message variants to identify what resonates best with each customer.
• Design journeys and monitor live reports in the modernised UI: Build journeys and view real-time performance metrics directly on the canvas — no extra clicks required.
• Measure journey impact with metrics: Define key metrics to track and analyse performance using Journey Optimizer’s built-in reporting tools.
• Optimise journey paths (limited availability): Leverage experimentation and AI decisioning to select the optimal journey path — including channels, wait times and series of actions.
• Personalise content with AI decisioning on the journey canvas (limited availability): While orchestrating a journey, marketers can apply AI decisioning to automatically select the most relevant content across native and third-party channels.

Coming soon (roadmap):

Optimise journeys with decisioning: Intelligently select optimal journeys for each customer that address fatigue constraints to best achieve business goals.

Rapid journey creation and omnichannel at scale.

Customers expect a consistent, connected experience across every touchpoint. Marketers can quickly design, launch and scale end-to-end journeys — ensuring cohesive brand engagement while reducing manual effort and operational complexity.

Available now:

• Prevent redundant messaging by defining journey exit criteria: Journey Optimizer automatically removes customer profiles from live journeys once they’ve received a message — preventing duplicate communications and keeping experiences relevant.
• Expand omnichannel reach with more inbound channels: By adding code-based, in-app and web channels to the journey canvas, marketers can create consistent, real-time engagement across a broad range of inbound touchpoints.
• Easily launch campaigns with CSV support: Activate CSV audience lists and payloads — ideal for batch engagement scenarios like promotions, announcements or re-engagement campaigns.
• Parallel re-entry in journeys: Allow customer profiles to re-enter an event-triggered journey even while they’re live in the same journey, enabling marketers to send parallel, context-specific messages without duplicating journeys.
• Trigger multiple inbound experiences at once: Activate several inbound experiences simultaneously with multi-action activation — reducing set-up time for complex, multi-touch journeys.

Coming soon (roadmap):

Build faster with reusable journey fragments: Save and reuse sets of journey activities — such as nodes, conditions and actions — to accelerate journey creation, maintain consistency and scale journeys more efficiently.

Journey arbitration controls.

Overseeing large-scale campaigns and journeys can be a real challenge for a marketing organisation. Having the right controls in place to prioritise the most important messages that are sent to customers helps reduce fatigue and deliver respectful, relevant customer experiences.

Available now:

• Resolve conflicts and prioritise journeys: Assign priority scores, detect overlapping journeys and automatically resolve conflicts to ensure customers receive the most valuable and relevant experience.
• Reduce customer fatigue with frequency caps: Limit how many journeys a customer profile can be enrolled in simultaneously and use reporting tools to monitor and fine-tune engagement thresholds.

Coming soon (roadmap):

Respect customers’ quiet hours: Suppress non-critical messages during designated times and days based on their time zones — configurable globally or locally for both scheduled and triggered communications.

Streamlined operational journey management and governance.

Marketers need confidence that every journey runs smoothly, while maintaining customer consent — regardless of audience size or team scale. Whether you’re part of a lean team or a global organisation, these capabilities help you to validate, update and manage journeys with precision and control, ensuring seamless execution at every stage.

Available now:

• Safely test journeys with dry-run mode: Simulate profile flows using real data to visualise journey behaviour before launch — reducing QA time and boosting confidence.
• Pause and resume journeys in real-time: Temporarily halt and restart live journeys to update content, perform bulk operations or make adjustments without disruption.
• Troubleshoot customised actions: Identify and resolve issues during set-up of customised actions (that trigger third-party systems) to minimise errors and accelerate validation time.
• Plan activations in a shared calendar view: Track scheduled, live and completed journeys in a unified calendar to spot overlaps, avoid conflicts and align on seasonal campaigns.
• Enforce governance and quality standards with approval workflows: Use policy-based approvals to ensure brand and compliance requirements are met before journeys go live.

Coming soon (roadmap):

• Test journeys efficiently with advanced test mode: Easily manage test profiles and simulate journeys with multiple profiles. Review detailed logs to validate logic and optimise performance before going live.
• Monitor performance of customised actions: Track performance, latency and errors of customised actions that trigger third-party systems — ensuring smooth execution and fast issue resolution.
• Organise journeys into folders: Group journeys into searchable folders for faster navigation, improved organisation and easier team collaboration.

Looking ahead, journey orchestration in Adobe Journey Optimizer will continue to evolve across these four key themes. The introduction of Journey Agent (roadmap Q4 2025), a purpose-built AI agent powered by Adobe Experience Platform Agent Orchestrator — will act as an extension of your marketing team. Journey Agent will help marketers create, analyse and adjust journeys, while proactively resolving anomalies and conflicts across customer engagement programmes.

This AI innovation delivers the agility marketers need to meet customers in the moment — without compromising reliability or compliance.

At Adobe, we empower marketers with a rich set of capabilities to create, scale and optimise cross-channel journeys faster than ever before.

Learn more about Adobe Journey Optimizer.

Aditi Dash is a Senior Manager of Product Management in Adobe Journey Optimizer. She focuses on real-time, one-to-one customer engagement and draws on her experience to help organisations deliver meaningful, personalised experiences at scale.

Ariel Sultan is a Product Marketing Manager for Adobe Journey Optimizer. She combines her MBA from NYU Stern School of Business, specialising in marketing and sustainable business innovation, with an entrepreneurial background from founding a video production and content marketing company. At Adobe, Ariel applies her past experiences to enhance product value and customer storytelling.

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