For years, AI in customer service has been synonymous with efficiency. Businesses leaned on AI agents to reduce costs, deflect calls, and automate routine tasks. These agents were designed to streamline operations, not necessarily delight customers. But a new chapter is quickly unfolding.
We’re now entering the era of agentic AI with a new generation of intelligent systems that don’t just respond to commands but act with purpose, context, and autonomy. As highlighted in a recent CNBC interview with AI entrepreneur Adam Bialecki, brands are beginning to deploy AI not just as a support tool, but as a personal concierge that can guide, recommend, and even sell.
What Is Agentic AI?
Unlike traditional AI agents that operate within narrow parameters, agentic AI systems are designed to reason, plan, and take initiative. They can understand goals, make decisions, and adapt their behavior based on real-time data and customer context. This shift moves AI from being reactive to being proactive and from answering questions to anticipating needs.
Agentic AI is not just about smarter bots. It’s about creating autonomous digital experiences that feel personal, intuitive, and deeply aligned with a brand’s identity.
Adobe’s Vision: Brand Concierge and the Agentic Framework
Adobe is helping transform customer experience with its Brand Concierge, a new application built on the Adobe Experience Platform’s Agent Orchestrator. This tool allows brands to deploy AI agents that act as intelligent, conversational guides, helping customers explore, decide, and purchase with confidence.
At the heart of Brand Concierge is Adobe’s agentic AI framework, which combines reasoning engines, conversational interfaces, and real-time data orchestration. These agents don’t just follow scripts; they understand customer journeys, adapt to preferences, and reflect the brand’s tone and values.
Adobe Research is also advancing the foundational science behind agentic AI. Their work includes:
- Planning and Reasoning: Enabling agents to solve complex problems, backtrack, and replan when needed.
- Conversational Data Science: Letting users interact with data through natural dialogue, simplifying tasks like A/B testing and audience segmentation.
- Attribution and Safety: Ensuring agents provide accurate, trustworthy responses with clear sourcing.
This approach empowers marketers to deliver one-to-one experiences at scale, turning every interaction into an opportunity for engagement and revenue.
From Cost Center to Growth Engine
The implications are profound. Where AI was once a tool for cost reduction, agentic AI is becoming a growth driver. These systems can:
- Recommend products based on real-time behavior
- Personalize content and offers dynamically
- Guide customers through complex decisions
- Build loyalty through consistent, branded interactions
In short, agentic AI is transforming AI agents from passive responders into active brand ambassadors.
Agentic AI is the Future
As customer expectations rise, brands that embrace agentic AI will be better positioned to deliver the kind of experiences that build trust, loyalty, and long-term value. The future of customer experience isn’t just automated, it’s intelligent, intentional, and deeply human.
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