Recommendation SystemConsumer FacingVerified
Reviewed and published by trentmaziarz, March 18, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
Adobe Journey Optimizer
Sources & Evidence
Other practices by Adobe
OtherIn June 2024, Adobe pushed updated Terms of Use to all Creative Cloud users that required mandatory acceptance before they could continue using their software. The language alarmed many users and creative professionals who believed Adobe was claiming the right to use their personal work to train AI models. Adobe published clarifications and then released fully revised terms later that month.OtherAdobe InDesign version 21.2, released in January 2026, added an AI feature that automatically generates alt text — written descriptions of images used by screen readers to assist people who are blind or have low vision. The feature is on by default and has received mixed reactions from users about its accuracy.OtherAdobe has maintained a formal set of AI ethics principles since 2019, built around three pillars: Accountability, Responsibility, and Transparency. Every product team developing an AI feature must complete an internal AI Ethics Impact Assessment before launch. Adobe updated these principles in October 2024.
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