💡 A quick level set for the group: Customer Experience Orchestration & Agentic Workflows

As we kick off deeper conversations in this community, it’s worth grounding ourselves in a shared understanding of what we mean by customer experience orchestration, and why agentic workflows matter so much right now.

💡 Customer Experience Orchestration, simply put

Most companies already have the basics: data, content, and channels. But as most of us can relate: the real challenge is coordination. Those pieces still live in silos. That’s why experiences are slow to launch, inconsistent across touchpoints, and hard to adapt as customer intent changes.

Customer experience orchestration is all about running experience as a system, not a set of disconnected moments. It brings together customer understanding, decisioning, and execution so teams know who to engage, what to deliver, and when to act continuously, not campaign by campaign. Agentic AI helps this operate at scale. But orchestration is what keeps everything grounded in shared data, governance, and real business outcomes. And that’s the shift: from managing experiences in pieces → to orchestrating them end to end. 

🤖 So where do agentic workflows fit in?

Agentic workflows introduce AI agents that don’t just assist with tasks, but can reason, take action, coordinate across systems, and continuously optimize how experiences are planned, delivered, and improved. In practice, we tend to see agentic workflows show up across a few common areas: 

• Planning & Operations 
  Move from strategy to execution faster. Agents help automate workflows, surface risks early, and keep teams on track as plans evolve.
• Audiences
  Continuously identify and activate the right customers, accounts, or buying groups, driving more relevant engagement and stronger conversion.
• Content
  Scale high‑quality content with intelligence and governance built in. Agents help teams create, manage, and activate content faster and more confidently.
• Journeys
  Design B2C and B2B journeys that adapt in real time, responding to behavior, context, and performance signals to maximize impact.
• Experience Management & Delivery
  Automatically assemble and deliver the most relevant experience for every interaction, while maintaining brand consistency and visibility across channels.
• Data & Insights
  Reduce friction in data onboarding and turn complex signals into clear, actionable insights so teams can move faster from data to decisions.

✨ Over the next few posts, we’ll dive into each of these areas with example use cases and which Adobe’s agentic capabilities can best help with the workflows that matter most to you! 

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💬 Now over to you
Which of these areas feels hardest for your team to orchestrate today? And where do you think agentic workflows could make the biggest difference first?

Jump in below 👇