Business Problem Solved
Marketers across industries are feeling the pressure to do more with less to meet the customers where they are and also to achieve their company's business objectives. The process of creating and activating customer journeys is increasingly complex—spanning countless channels and touchpoints, requiring seamless coordination across teams.
What is Journey Agent?
Journey Agent is an AI agent built on Adobe Experience Platform Agent Orchestrator and Journey Optimizer that transforms traditional canvas-based workflows into a conversational and interactive experience. Marketers and journey managers can design, implement, analyze, and optimize customer journeys dynamically using natural language processing, AI-powered automation, and text prompts.
What can marketers do with Journey Agent?
For the inaugural launch of Journey Agent, marketers can more easily:
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Simplify the creation process for building multi-step journeys with agentic support,
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Accelerate access to operational insights through on-demand prompts, and
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Resolve conflicts faster to reduce overcommunication and more quickly achieve marketing goals.
Journey Agent for B2C
Journey Agent for B2C workflows acts as a subject matter expert for marketers using Journey Optimizer, designed to make building and optimizing journeys easier and more effective:
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Journey Agent helps identify audience overlaps and scheduling conflicts, enabling marketers to arbitrate between journeys and prevent message oversaturation.
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With fallout analysis, the agent pinpoints where customer profiles may fall off at key points in a journey and provides actionable recommendations to boost engagement and conversions.
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Journey insights allow marketers to ask questions like "show me all live journeys" and instantly surface operational insights, making it easier to manage and optimize journeys in real time.
And coming soon, Journey Agent will be able to generate multi-step journeys from text prompts—automatically creating structured flows with the right events, conditions, and actions, making journey creation even faster and more intuitive.
Permissions Required
Access to Journey Agent may require an additional license. Please contact your Adobe representative for more information.
Once your account has been provisioned for Journey Agent, users will need appropriate product and feature permissions. Admins can assign user access in the Permissions interface of Adobe Experience Platform or Journey Optimizer. In addition to permission items for AI Assistant, users should be given appropriate access to Journey permission items.
Conclusion
Journey Agent brings AI-powered, collaborative, and scalable customer journey orchestration to Adobe Journey Optimizer. It empowers marketers, analysts, and developers to design, analyze, and optimize journeys with speed and intelligence—across both B2C and B2B versions.