TLDRs;
- Adobe unveiled new AI agents for automating and personalizing complex B2B marketing and sales workflows.
- The suite includes Audience Agent, Journey Agent, and Data Insights Agent integrated into Adobe’s B2B platforms.
- Cisco reports improved sales engagement and faster deal closures using Adobe’s new agentic tools.
- Upcoming tools like Account Qualification Agent and Brand Concierge will extend AI automation across the B2B sales journey.
Adobe Inc. has unveiled a new suite of AI-powered tools designed specifically to streamline the often complex and multilayered business-to-business (B2B) sales process.
These specialized AI agents aim to help marketers and sales teams navigate the intricate networks of decision-makers that define enterprise-level transactions.
The new features, integrated into Adobe Experience Platform’s B2B editions of Journey Optimizer and Customer Journey Analytics, represent the company’s next step in applying agentic AI to real-world business workflows. Adobe’s latest tools are built to simplify how marketers identify key decision-makers, personalize outreach, and accelerate deal closures across multiple communication channels.
This release follows the company’s initial rollout of AI agents focused on consumer marketing just a month ago.
Automating Complex B2B Journeys
At the core of Adobe’s B2B expansion are three new AI agents: Audience Agent, Journey Agent, and Data Insights Agent.
The Audience Agent, available through Journey Optimizer B2B Edition, scans structured and unstructured data from customer relationship management (CRM) systems, websites, and marketing platforms. Its goal is to pinpoint the most influential decision-makers within buying committees and group them into distinct “buying personas.” These insights help marketers target the right audience and refine campaigns based on each company’s internal decision-making structure.
Once key audiences are identified, the Journey Agent takes charge. It designs and coordinates end-to-end campaigns across multiple touchpoints, including email, web, and mobile, while optimizing for performance based on predefined business goals.
Collaboration Between Humans and AI
Adobe emphasizes that these agents are not meant to replace marketers but to work alongside them. The system leverages Adobe’s deep reservoir of enterprise data to automate repetitive tasks, freeing professionals to focus on creativity and strategic decision-making.
According to Miller, Adobe’s AI strategy stands out for its emphasis on quality of work and user experience rather than automation for automation’s sake.
“These agents represent Adobe’s understanding of how businesses engage with their clients, translating that into tools that deliver tangible B2B outcomes,” she explained.
Cisco Systems Inc. has already integrated these agents into its marketing stack. Brett Rafuse, Cisco’s Vice President of Demand Marketing, said the tools have shortened the time required to identify key buyers and create personalized, cross-channel experiences.
Expanding the Agent Ecosystem
Adobe’s roadmap doesn’t end here. The company revealed plans to roll out additional agents tailored for account qualification and customer engagement in the coming months.
One of the upcoming tools, the Account Qualification Agent, will assess new prospects based on budget, needs, and decision-making authority, allowing sales teams to quickly determine whether a lead is worth pursuing. Another, dubbed the Brand Concierge, will serve as an intelligent chatbot to guide potential clients through early-stage interactions.
Backed by a forthcoming Product Advisor Agent, this digital concierge will provide personalized recommendations and facilitate meeting bookings, bridging the gap between first contact and conversion.
Miller believes these developments could “transform how business customers search, discover, and engage during their product evaluation process,” signaling a shift toward AI-driven personalization in enterprise marketing.
