Adobe has launched a new suite of AI agents to help B2B marketers and sales teams with one of their biggest challenges: the slow, complex buying journey. The new agents focus on identifying the right decision makers, orchestrating targeted campaigns and reducing friction during the sales cycle, especially when purchasing decisions involve multiple stakeholders.
Adobe’s previous AI releases have focused on consumer journeys, but this rollout is squarely aimed at the B2B market. Selling to companies means dealing with commissions, fragmented engagement and long evaluation timelines. Reaching and influencing multiple roles within an account requires sustained effort, and tools built for B2C rarely translate.
Dig deeper: Adobe makes AI agents and orchestrator generally available
The intention is for these new agents to take on some of that work. They are powered by Adobe’s Experience Platform Agent Orchestrator, which supports collaboration and reasoning between multiple agents. They are also integrated into Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, so teams can act on insights and build campaigns within these core tools.
What the new agents do
There are now three agents available:
- Public agent collects structured and unstructured data (from CRM profiles to web behavior) and recommends purchasing group members based on intent signals and persona fit. It’s designed to help you build higher quality audience segments for account-based or multichannel campaigns.
- Travel agent automates the creation and optimization of routes. You can define a goal and this helps orchestrate multi-touch campaigns across email, web and mobile, while discovering where buyers are dropping off or dropping off.
- Data insights agent gives cross-functional teams a conversational way to explore analytics at the buying group and account level. It makes it easier for marketing, sales, and product teams to get on the same page about what’s working, what’s not working, and where improvements can be made.
What’s next
There are two more agents on the road map. An Account Qualification Agent helps BDRs assess needs, budget, authority, and timing (NBAT) to qualify leads faster. And a Brand Concierge agent provides AI-driven product discovery, using multimodal input (text, voice, or image) to create more personalized interactions and connect buyers directly with representatives.
For B2B marketers tasked with managing long buying cycles, these agents promise to eliminate repetitive work, increase precision, and close the gap between interest and action.
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About the author
Constantine von Hoffman is editor-in-chief of MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife Jennifer, and too many or too few dogs.
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