Adobe takes a stab at rewriting B2B playbook with agentic AI tools

In B2B markets, where purchase decisions often stretch over months and involve multiple stakeholders, Adobe is pushing a bold bet: that agentic AI can now meaningfully reshape both how buyers decide and how marketers intervene. Last week, it announced a suite of AI agents built for B2B sales and marketing teams, tools intended to simplify what are historically long, opaque buying cycles. At stake is more than marketing efficiency. The promise is to shift the role of sales and marketing from campaign execution to more strategic orchestration, and to do so in a world where 70% of buyers reportedly complete their research before speaking to a salesperson. In that landscape, Adobe contends, the old funnel is failing, and the new battleground is real-time, cross-channel, AI-led interaction. Complexity, committees and fragmented data B2B purchases rarely hinge on a single decision-maker. 



Instead, committees with evolving views must converge on consensus. Each participant brings different priorities, necessitating careful nudging and personalised content over a drawn-out journey. The core challenge, according to Adobe, is twofold: identifying the relevant decision-makers (and the buying group around them) and keeping them engaged across multiple channels, all while navigating internal procurement processes. Adobe describes its new agents as tools that foster human with AI collaboration. Instead of AI taking over, humans and AI work side by side to target decision-makers more efficiently. Brands including Cisco are already piloting these tools. As Brett Rafuse, vice president of demand marketing at Cisco, put it, “We have been longtime users of Adobe Experience Cloud… Adobe’s AI agents will be another unlock for our organization. By shortening the time it takes to identify key decision makers and orchestrate compelling cross-channel journeys, we can boost account engagement and accelerate deal closure.” Behind the scenes, Adobe’s agents run on its Experience Platform Agent Orchestrator, which enables reasoning and multi-agent collaboration. The agents are surfaced within enterprise applications such as Adobe’s Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, bringing AI capabilities into established workflows.


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