Agentic journey orchestration selects the next touchpoint using fresh customer behavior and context rather than only a fixed sequence. Adobe's 2026 research reports AI use in journey design and omnichannel activation among martech leaders.
In the demo, OPEN, IGNORE, and PURCHASE signals lead to different next steps. A buyer exits promotion, while a nonresponder may move to another channel.
Define allowed channels, frequency caps, consent, and goals before execution. Record why each choice was made so a bad path can be reviewed.
When to use
Use it when behavior changes during a journey and the next touchpoint must adapt.