Adobe Journey Optimizer uses AI to decide which marketing offer or message to show each individual customer, and when to send it — automatically picking the best combination from among thousands of possible options. It also generates draft versions of emails and push notifications using AI and can run automated experiments to test what works best.

AI Decisioning ranks available offers for each customer using a Bayesian optimization approach and determines optimal delivery timing per individual through Send-Time Optimization. An AI content generation feature, powered by Azure OpenAI and Firefly, drafts email, push notification, SMS, and web page copy for marketers to review and edit. Content Experiments automates A/B testing on subject lines, copy, and images. The Journey Agent (part of the Agent Orchestrator) analyzes journey performance data and identifies drop-off points autonomously.