On this page: Explore the AI and machine learning features across Adobe Journey Optimizer, from the AI Assistant and agents to content generation, AI-powered integrations and tools like GenStudio and the MCP server, send-time optimization, and decisioning, so you can work faster and deliver more relevant customer experiences.
Adobe Journey Optimizer harnesses the power of artificial intelligence and machine learning to help you create, optimize, and deliver exceptional customer experiences. From generating personalized content to predicting optimal send times, AI capabilities streamline your workflow and maximize impact. Use Case Playbooks provide pre-built templates to quickly implement common marketing scenarios.
Quick navigation quick-navigation
Use these grouped links to jump to the feature you need:
- Conversational AI and agents: AI Assistant, Journey Agent, Experimentation Agent, Additional AI Agents
- Content creation: AI-powered content generation
- AI-powered integrations and tools: Image to HTML Converter, GenStudio for performance marketing, Brand alignment scoring, Adobe Journey Optimizer MCP server
- Optimization and decisioning: Send-Time Optimization, AI models for decisioning, AI-powered rule and formula optimization
- Experimentation: Content Experimentation with AI
- Templates: Use case playbooks
- Help: FAQ
AI Assistant ai-assistant
AI Assistant is your conversational guide to Adobe Journey Optimizer. Use it to get instant answers about product features, operational insights about your journeys, and help navigating the platform.
Access AI Assistant
Click the AI Assistant icon in the top bar to open the assistant panel on the right side of your screen.
What AI assistant can do
Product Knowledge - Ask questions about Adobe Journey Optimizer features and concepts:
- “How do I set up a campaign in Adobe Journey Optimizer?”
- “How do I create a custom action to use in journeys?”
- “How many live activities can I have in one sandbox?”
Operational Insights (Beta) - Get real-time information about your journeys:
- “How many live journeys do I have?”
- “Give me a list of all scheduled journeys”
- “How many journeys have been created in the last 7 days?”
How to use AI assistant
- Enter your question in the text field at the bottom of the panel
- Press Enter to submit your query
- Review the AI-generated response
- Click Show sources to access related documentation
- Use thumbs up/down to rate the response quality
Learn more about AI Assistant in Experience Platform
Advanced AI agents for Journey optimization ai-agents
Building on AI Assistant’s conversational capabilities, Adobe Journey Optimizer offers specialized AI Agents that provide deep analysis and actionable recommendations for journey optimization and experimentation.
Journey Agent journey-agent
Journey Agent includes two skills in AI Assistant: Analyze and Create. Use them to optimize existing journeys or build new ones from natural language prompts.
- View Journeys - View insights into journeys directly in AI Assistant
- Manage Journeys - Create new journeys directly in AI Assistant
- View Segments - View insights into audiences and search existing audiences
- Manage Segments - Create new audiences directly in AI Assistant
- View Journey Events, Data Sources and Actions - Required for the Create skill to search journey events and custom actions
Journey analyze skill journey-analyze-skill
The Journey Analyze Agent helps you optimize journey performance through natural language analysis:
- Journey Fallout Analysis - Identify where and why customers drop off during journeys, detect disengagement patterns
- Audience Overlap Detection - Analyze audience overlap across multiple journeys to prevent fatigue from over-targeting
- Schedule Conflict Detection - Identify timing conflicts between scheduled journeys targeting the same audience
- Operational Insights - Get prompt-based insights like “show me all live journeys” or “which audiences are used in more than X journeys”
- “Perform a fallout analysis for journey [Journey Name]”
- “Are there any scheduling conflicts for journey [Journey Name]?”
- “Show me audience overlap conflicts for journey [Journey Name]”
- “Which audiences are used in more than 5 journeys?”
Journey create skill journey-create-skill
The Journey Create Agent helps you build journeys from natural language prompts, translating your goals into structured journey configurations:
- Natural Language Journey Creation - Describe your desired journey and have it created automatically
- Event- and Audience-Based Starts - Create event-triggered, audience-based, business-event, or audience qualification journeys
- Conditional Logic - Build split paths based on customer attributes or behavior
- Multi-Channel Messaging - Add email, push, and SMS actions
- Scheduling - Configure start dates and timing between steps
- “Create a journey that starts when a customer makes a purchase online and sends a thank you push notification.”
- “Build a journey targeting my day hikers audience with three emails over two weeks, starting 12/20.”
- “Create a journey that starts when a user enters my store location and follows up based on whether they have a valid email address.”
Experimentation Agent experimentation-agent
The Experimentation Agent modernizes how you run and manage digital experiments across websites, emails, push messages, and applications:
- Performance Analysis - Clear view of what happened in experiments
- Insights Generation - Explanation of why results occurred
- Opportunities Discovery - Guidance on next actions to take
- Content Analysis - Examine messaging elements to understand why certain treatments outperformed others
- Recommendation Generation - Suggest new treatments or adjustments based on insights
- “What experiments are running for [Campaign Name]?”
- “For my [Experiment Name], what treatment is leading?”
- “What did we learn from [Experiment Name]?”
- “What do you recommend I do next after this experiment?”
- “What common patterns are emerging from recent tests?”
- View Experiments - View insights into experiments in AI Assistant
- Manage Experiment Metadata - Create new experiments in AI Assistant
Note: Available with Journey Optimizer Experimentation Accelerator license.
Additional AI Agents additional-ai-agents
Audience Agent - For conversational audience exploration and management across Adobe Experience Platform, including duplicate detection and size tracking. Learn more about Audience Agent
Agent Orchestrator - Coordinates multiple specialized agents to solve complex, multi-step marketing challenges. The orchestrator automatically determines which agents to involve and sequences their work efficiently. Learn more about Agent Orchestrator
AI-Powered content generation content-generation
Use generative AI to create and personalize content across multiple channels, accelerating your content creation process while maintaining brand consistency. AI Assistant for content generation is available for email, push notifications, SMS, and web experiences - helping you generate subject lines, body text, images, and complete message variations.
Key Features
- Full Content Generation - Generate complete content experiences (text and images) in one flow for email, web, landing pages, and push. Generate full content with AI Assistant
- Text Generation - Create compelling copy based on your brand voice and objectives. Generate text with AI
- Image Generation - Generate custom images using Adobe Firefly. Generate images with AI
- Content Variations - Produce multiple variations for A/B testing. Content experiment with AI
- Personalization - Generate new expressions, explain existing code, or fix issues with AI Assistant from the Personalization Editor or from the Email Designer toolbar (Add expression). AI Assistant for Personalization Expressions
- Brand Alignment - Ensure generated content matches your brand guidelines. Evaluate brand alignment
- Template Support - Leverage your existing email templates. Work with content templates
Best Practices
- Be specific - Provide clear, detailed prompts for better results. Learn prompt best practices
- Upload brand assets - Use PDFs, images, or ZIP files (max 50MB) to maintain brand consistency
- Use custom templates - Leverage brand-specific templates with up to 8-10 images
- Provide feedback - Rate outputs to help improve the AI models
- Review all content - Always review AI-generated content for accuracy before publishing
AI-powered integrations and tools additional-capabilities
Image to HTML Converter image-to-html
Transform static image designs (JPEG, PNG) into editable HTML email templates using AI-powered conversion technology.
Learn more about Image to HTML
GenStudio for performance marketing genstudio
Integrate with Adobe GenStudio for Performance Marketing to create AI-powered email content and import templates into Journey Optimizer for orchestration. Export Journey Optimizer templates to GenStudio, generate variations with AI, and bring them back for deployment. (Limited availability, email channel only.)
Brand alignment scoring brand-alignment
Evaluate how well your content aligns with your brand guidelines using AI-powered scoring that measures tone, voice, and messaging consistency.
Learn more about Brand Alignment
Adobe Journey Optimizer MCP server (Beta) mcp-server
Connect Adobe Journey Optimizer to MCP-compatible AI applications like Claude Web, Claude Desktop, and Cursor using the Model Context Protocol (MCP). The MCP server lets you query campaigns, journeys, offers, and channel configurations with plain-language prompts — no API calls or UI navigation required. All operations are currently read-only.
Learn more about the Journey Optimizer MCP server
Send-Time Optimization send-time-optimization
Use AI to predict the optimal time to send each message based on individual customer behavior patterns, maximizing engagement.
How It Works
Send-Time Optimization analyzes historical engagement data (opens and clicks) to predict when each customer is most likely to engage with your messages. The system automatically schedules delivery within your specified time window.
When to Use It
Learn more about Send-Time Optimization
AI models for decisioning ai-decisioning
Create intelligent ranking models that rank offers by conversion rate (conversions ÷ impressions), automatically showing each customer the offer most likely to convert.
Model Types
- Auto-optimization - Learns from the overall, non-personalized performance of your offers to automatically improve conversion over time. A good fit when offers change often, since the model retrains roughly every 6 hours.
- Personalized optimization - Uses customer profile attributes, behavior, and audience membership to predict the best offer for each individual. Choose this when you need a different ranking per customer rather than one overall winner.
Requirements
Minimum data requirements differ by model type:
- Auto-optimization - At least 2 offers with 100+ display events and 5+ click events each within the last 14 days. Offers below this threshold are treated as new and only served through exploration traffic.
- Personalized optimization - Uses a rolling 30-day window. Adobe recommends at least 1,000 impressions and 100 conversion events per offer per week; by default, offers with fewer than 1,000 impressions or 50 conversions won’t get a model trained for them. Up to 5 audiences can be selected to train a single model.
Learn more about AI models for decisioning | Create AI ranking models
AI-powered rule and formula optimization decisioning-optimization
Adobe Journey Optimizer can automatically analyze Decisioning rules and ranking formulas expressed in PQL syntax, and suggest simplifications that preserve the original logic. When a simplification is found, a red Optimize indicator appears next to the rule or formula, opening a side-by-side comparison of the original and AI-suggested expressions, with a downloadable analysis to validate that both behave identically.
Key Capabilities
- Logic-preserving simplifications - The AI suggests a shorter expression that returns the same result on simulated profiles.
- Validation report - Download an analysis (TSV) showing how each simulated profile is evaluated against both versions before applying the change.
- One-click apply - Replace the original PQL with the optimized version directly from the Optimize window.
Optimize Decisioning rules | Optimize ranking formulas
Content Experimentation with AI experimentation
Experiment Accelerator helps you run experiments faster with AI-driven insights and recommendations, identifying winning content variations more quickly.
Key capabilities:
- Generate multiple content variations automatically
- Receive AI recommendations for experiment design
- Get early indicators of performance trends
- Accelerate time to statistical significance
Use case playbooks playbooks
Use Case Playbooks are pre-built workflows that help you implement common marketing scenarios quickly. Each playbook includes ready-to-use journeys, messages, schemas, and segments.
- Browse the playbook library to find use cases matching your goals
- Enable a playbook to automatically generate all required resources
- Customize the generated assets to match your brand and requirements
- Deploy to production or test in a development sandbox
Browse Journey Optimizer playbooks for common scenarios like:
- Abandoned cart recovery
- Welcome series for new customers
- Post-purchase engagement
- Birthday messages
- Re-engagement campaigns
- Sandbox with appropriate permissions
- Channel configurations for email, push, and/or SMS
- User permissions to create journeys and messages
View all available playbooks | Learn more in Experience Platform documentation
Frequently asked questions faq
- AI Assistant for content generation - Requires the “Generate Content” permission
- AI Assistant product knowledge - Requires agreement to Adobe Generative AI User Guidelines
- Journey Analyze Agent - Requires View/Manage Journeys and View/Manage Segments permissions
- Journey Create Agent - Requires Manage Journeys, View Journey Events/Data Sources/Actions, View Segments, and Manage Segments permissions
- Experimentation Agent - Requires View Experiments and Manage Experiment Metadata permissions
All AI Agents require access to AI Assistant and agreement to Adobe Experience Cloud Generative AI User Guidelines.
- Send-Time Optimization - Only available for Email and Push actions in journeys; your organization needs at least 30 days of history using those actions before enabling it
- AI Content Generation - Only available for the Email, Push, Web, and SMS channels
- AI Ranking Models - Minimum interaction data required, and thresholds differ by model type (see Requirements)