Adobe built an AI assistant directly into its enterprise marketing platform that lets business users ask data questions in plain English — for example, "Which audience segment has the highest churn risk this month?" — and receive answers, charts, and recommendations without needing to know how to run a query. It reached general availability in July 2024.

The AI Assistant can answer technical questions about platform configuration, generate new customer audience segments from natural language descriptions, simulate predicted outcomes for customer journeys, and automate multi-step data tasks such as schema creation and audience building. A next-generation version supports agentic multi-step task execution, in which the AI breaks complex requests into subtasks and executes them sequentially. It integrates with Real-Time CDP, Journey Optimizer, and Customer Journey Analytics.