The New Imperative: Agentic AI at Enterprise Scale
Every wave of technology—from the Internet to mobile—has forced enterprises to rethink customer experience. The 2025 inflection point is agentic AI: autonomous, goal-seeking software agents that plan, reason, and act across the entire martech stack.
At Adobe Summit 2025, Adobe unveiled Adobe Experience Platform (AEP) Agent Orchestrator, giving organizations a unified control plane to build, govern, and monitor these agents across Adobe and third-party ecosystems. Rooted in AEP’s real-time customer and content graph, Agent Orchestrator fuses decision-science engines and GenAI models so every action is data-driven and brand-safe.
Inside Adobe’s First Wave of Purpose-Built Agents
Adobe’s executive briefing deck outlines ten production-ready agents, each laser-focused on a high-value business outcome:
| Agent | What It Does for You |
|---|---|
| Content Production | Auto-create, tag, and route on-brand assets |
| Site Optimization | Test & deploy high-performing page variants |
| Audience | Build real-time, intent-based segments |
| Journey | Compose multi-step, cross-channel journeys |
| Account Qualification | Score and route B2B accounts instantly |
| Data Insights | Surface predictive signals for marketers & analysts |
| Data Engineering | Automate ingestion, cleansing, and schema mapping |
| Workflow Optimization | Detect bottlenecks and rebalance Workfront queues |
| Experimentation | Coordinate large-scale multivariate tests |
| Product Advisor | Deliver conversational, guided selling experiences |
Each agent is pluggable; organizations can start with one or two quick-win use-cases, then graduate to multi-agent collaboration managed centrally in Agent Orchestrator.
A Four-Phase Blueprint for Enterprise AI Strategy
-
Discover & Prioritize
Map revenue or efficiency goals to the agents that can move those KPIs fastest. -
Architect the Foundation
Unify customer data, content, and governance on AEP—critical for safe, explainable AI. -
Activate Purpose-Built Agents
Launch pilot agents (e.g., Content Production + Audience) with agile sprints and measurable success criteria. -
Scale & Optimize
Mature into orchestration of multiple agents, with continuous model tuning and cross-team Center of Excellence.
How NextRow Accelerates the Journey
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AI Readiness Assessment
We run a ½-day maturity workshop and deliver a ranked roadmap of agent use-cases—backed by TCO, privacy, and change-management lenses. -
Data & Governance Fast-Track
Our Adobe-certified architects design the XDM schema, consent framework, and real-time connectors so agents learn from compliant, high-quality signals. -
Agent Integration Labs
NextRow’s pre-built connectors for Workfront, Marketo Engage, and non-Adobe APIs cut integration time by up to 40%. -
Continuous Optimization Managed Services
A dedicated AI success pod monitors agent health, retrains models, and surfaces new opportunities—shifting your teams from maintenance to innovation.
Measurable Outcomes You Can Expect
| KPI | Typical Lift (First 90 Days) |
|---|---|
| Asset production velocity | ↑ 25–40 % |
| Campaign build time | ↓ 50 % |
| Audience match-rate | ↑ 15–20 % |
| Qualified pipeline (B2B) | ↑ 10–15 % |
| Workflow cycle time (Workfront) | ↓ 30 % |
Ready to Orchestrate Your Agentic Future?
NextRow pairs Adobe’s breakthrough Agent Orchestrator with proven data, governance, and adoption playbooks—so you see value in weeks, not years.
Let’s design your enterprise AI strategy together.
Contact NextRow Digital for a complimentary readiness session.Adobe Source References
- Adobe Newsroom press release: “Adobe Launches Adobe Experience Platform Agent Orchestrator…” (March 18 2025) news.adobe.com
- Adobe Summit 2025 recap: “Adobe AI Platform Unites Creativity and Marketing” news.adobe.com
- Adobe Newsroom: “Expands GenStudio Content Supply Chain Offering” (March 2025) news.adobe.com
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