From Copilots to Concierge: How Adobe’s Agent Orchestrator Unlocks the Future of AI-Driven Experience

Adobe’s latest announcements at Summit 2025 mark a major milestone in agentic AI. With the launch of the Adobe Experience Platform (AEP) Agent Orchestrator and Brand Concierge, Adobe is reshaping how brands personalize customer experiences at scale. At Rightpoint, we’re excited about this new era—not just as Adobe experts, but as hands-on builders of custom copilots and AI agents that bridge systems like AEM, Workfront, and Microsoft 365.

Want to see how Adobe is blending AI with Microsoft 365? Check out Kara Troester's recent post on the new Adobe Marketing Agent for Microsoft Copilot.

What is Agentic AI, and Why Does It Matter?

Agentic AI refers to AI systems that act with autonomy—making decisions, coordinating workflows, and adapting in real-time. Think of it as the evolution of copilots into full-on teammates: AI that doesn’t just assist but operates on your behalf.

Where traditional GenAI creates content, agentic AI goes a step further—managing tasks like journey orchestration, experimentation, and even content production, all while grounded in first-party data and enterprise context.

Our team has been exploring agentic AI’s potential for months—read our take on how it's transforming digital product development.

Agent Orchestration: A New Layer in the Experience Stack

Adobe is bringing agentic AI into the core of its experience stack. The new AEP Agent Orchestrator introduces structure and scalability to the use of AI agents across the Adobe ecosystem and beyond.

This orchestration layer enables businesses to:

• Build and manage AI agents from Adobe, third-party providers, or internal development teams

• Apply decision science and language models to guide actions in context

• Coordinate multiple agents across marketing, content, and journey workflows

• Maintain visibility and control with enterprise-grade governance and compliance

Agent Orchestrator helps organizations shift from isolated AI pilots to scalable, cross-platform applications. For brands already using tools like AEM, AJO, and Workfront, this creates new opportunities to operate with intelligence and autonomy while staying tightly aligned with content, data, and customer strategies.

Alongside the orchestrator, Adobe introduced 10 purpose-built agents ranging from Audience and Experimentation to Product Advisor and Workflow Optimization. These aren’t bots—they’re strategic operators that can help scale your marketing and CX efforts with real-time intelligence.

What It Means for Rightpoint Clients

Rightpoint is uniquely positioned to help brands take advantage of Adobe’s new agentic offerings. Here’s why:

1. Deep Adobe + Microsoft Expertise

We’re already integrating AEM, AJO, CJA, and Workfront across enterprise ecosystems—and as Kara covered, we’re helping clients leverage Adobe Marketing Agent inside Microsoft 365. These integrations pave the way for even more intelligent, connected workflows.

2. Custom Copilot + Agent Development

Our AI team has already created custom agents and extended Copilot experiences across platforms like Azure and OpenAI. These include solutions for content generation, internal HR assistants, and real-time insights tools, all built with a focus on practical, enterprise-ready applications.

We are now bringing this experience into the Adobe ecosystem using the new Agent Orchestrator framework. From AEM-integrated agents to personalized Brand Concierge experiences, we are ready to help clients build agentic AI solutions that align with their data, workflows, and business goals.

We have also delivered rapid deployment solutions for Adobe GenStudio for Performance Marketing to help clients streamline their content supply chain using AI. Read more about our GenStudio work from Adam Driggs.

3. Omnichannel and Cross-System Orchestration

Whether it’s personalizing a B2C journey across web, email, and mobile, or helping B2B sales teams qualify accounts through intelligent agents, we know how to stitch systems together. Agentic AI just made that easier.

Adobe Brand Concierge: A New Frontier for CX

Brand Concierge isn’t just another AI agent—it’s Adobe’s new agentic AI-powered application layer, purpose-built to turn browsing into buying through immersive, conversational experiences. It acts as a digital front door, orchestrating content, data, and AI agent outputs into a unified, hyper-personalized journey.

For retailers, this might mean real-time product recommendations across text, voice, or visual interfaces. For B2B, it could enable deeper relationship-building through intelligent account-based insights and seamless meeting booking.

At Rightpoint, we see major potential in Brand Concierge, especially with our deep experience in content supply chains, Adobe Experience Manager, and orchestrated journey design. We’re excited to help clients bring this experience to life by integrating it with their existing Adobe stack, content, and customer data.

Where We Go From Here

Agentic AI isn’t a future-state—it’s here now. With Adobe’s orchestration layer and suite of agents, brands have the tools to automate, optimize, and truly personalize at scale.

We’re excited to help clients build AI agents that don’t just assist, but act.

Let’s Build Something Cool

Want to talk about how to bring agentic AI into your Adobe stack? Let’s connect. Whether it’s a custom Copilot or activating out-of-the-box agents, Rightpoint’s here to guide the way.