Adobe has introduced a new suite of AI agents tailored specifically for the complex business-to-business (B2B) market, aiming to simplify how companies sell to other organizations. These tools are integrated into the Adobe Experience Platform and build on the company’s initial AI agent launch from September. The B2B agents address unique challenges, such as pinpointing key purchasing committee members and automating multi-channel marketing campaigns. This initiative reflects Adobe’s strategic shift toward delivering highly specialized AI solutions that tackle specific enterprise sales problems, moving beyond general-purpose assistants. This approach, rooted in foundations laid at Adobe’s March summit, acknowledges the complexity of B2B marketing, where buying decisions typically involve multiple stakeholders with diverse priorities within unique organizational processes. Identifying decision-makers and guiding them through lengthy, intricate buying journeys generates vast data and interactions that are difficult to interpret. To meet these challenges, Adobe launched three specialized B2B agents within its Experience suite, powered by the Adobe Experience Platform Agent Orchestrator. These agents collaborate with marketers by utilizing extensive customer data to perform complex tasks autonomously.

The first, the Audience Agent in Journey Optimizer B2B Edition, focuses on identifying key decision-makers by analyzing diverse customer data—from CRM systems to web content—helping marketers define “buying group personas” for better targeting. Next, the Journey Agent orchestrates personalized multi-channel campaigns (email, mobile, web) within the same B2B edition, ensuring messages reach the right audience at optimal times. The third, the Data Insights Agent in Customer Journey Analytics B2B Edition, generates actionable insights from communications with buying groups, delivering conversational reports, visualizations, demand forecasting, and customer experience improvements, thereby closing the sales cycle. Looking ahead, Adobe plans to broaden agentic automation across the entire B2B sales funnel. Upcoming agents include the Account Qualification Agent in Journey Optimizer B2B Edition, designed to help business developers assess prospects’ needs, budgets, timelines, and authority, providing summaries to swiftly determine lead viability. Further down the funnel, Adobe is developing a Brand Concierge for first-time casual visitors. This chatbot will engage prospects conversationally, tailoring recommendations based on their needs with support from a specialized Product Advisor Agent knowledgeable about products and services. Importantly, the concierge will also facilitate booking meetings to advance B2B deals.