How Brand Concierge is licensed and how users get into it: a conversation-based licence, access through Experience Platform roles, and sandboxes that each hold several concierges.
Last checked 2026-09-29
CX Enterprise atlas / Brand Visibility | AI & agents
Adobe Brand Concierge
ProductGenerally available
Brand VisibilityAI & agents
An AI application that lets a brand run its own conversational assistant ("concierge") on its websites and mobile apps. Visitors ask questions by text, voice or image and get answers, product recommendations, comparisons and meeting or live-chat handoffs, all grounded only in the brand's configured knowledge sources and guardrails. Marketers build and tune concierges in Composer; conversations run on Adobe Experience Platform and Agent Orchestrator and feed profiles and analytics. Licensed by annual number of conversations.
Built on 2
Integrates with 8
- Adobe Real-Time Customer Data Platform
- Adobe Journey Optimizer
- Adobe Journey Optimizer B2B Edition
- Adobe Customer Journey Analytics
- Adobe Marketo Engage
- Adobe Marketo Qualifier
- Adobe Experience Manager Sites
- Adobe Commerce
Agents 1
- Within this product: Product Advisor Agent, Site Advisory Agent, Brand Concierge Support Agent
Integrated by 1
Contains 13 parts, 85 entries
- Packaging and access# Collection
- Conversation licence# Capability
Also known as Brand Concierge Conversations
Brand Concierge is sold by the number of Conversations in the sales order. The allowance is annual and unused Conversations do not roll over into the next contract year. It can be adopted without other Adobe products; Experience Platform, AEM and Commerce integrations add capability.
Last checked 2026-09-29
- User and access management# Capability
Also known as Manage Brand Concierge permission
Users are added to the Experience Platform organization in Admin Console, then assigned an Experience Platform role holding the single Manage Brand Concierge permission and the sandboxes they may use. Granular permission tiers are not yet available.
Built on: Access control
Integrates with: Product profiles
Last checked 2026-09-29
- Brand Concierge agents# Collection
The specialized agents that answer visitors inside a concierge. Agent Orchestrator routes each conversation turn to the right agent based on the visitor's goal; customer and partner agents can be added alongside Adobe's.
Last checked 2026-09-29
- Product Advisor Agent# AI agent
Also known as Product Advisor
The Brand Concierge agent for product discovery. It infers what a visitor is looking for, recommends products from the brand's catalog as product cards, answers questions about specific products and builds side-by-side comparisons. In Composer it is configured through the Product Advisory skill and, for Adobe Commerce stores, the Commerce catalog discovery and comparison skills.
Built on: Experience Platform Agent Orchestrator
Agent for: Brand Concierge
Last checked 2026-09-29
- Product Advisory skill# Capability
Also known as Product Advisory
Composer skill for discovering and researching products: returns product cards for named products and answers prose questions about them. Uses Knowledge Base Search and Entity Linking against the brand's own content and Product Catalog.
Last checked 2026-09-29
- Context-aware product recommendations# Capability
Recommends one or more products based on the visitor's inferred intent, using structured catalog data and, where configured, the brand's own product search or recommendation system. Results show as product cards when the visitor signals discovery or purchase intent. Added in April 2026.
Last checked 2026-09-29
- Side-by-side product comparison# Capability
Generates a table inside the conversation comparing two or more products on the attributes, features and differences that matter for the visitor's question. Added in April 2026.
Last checked 2026-09-29
- Adobe Commerce Catalog Discovery skill# Capability
Also known as Adobe Commerce Catalog Discovery
Searches, browses, filters and retrieves full product details from a live Adobe Commerce catalog through the Commerce MCP tools (product search, details, variants, facets, searchable attributes).
Built on: Commerce
Last checked 2026-09-29
- Site Advisory Agent# AI agent
Also known as Site Advisor
The Brand Concierge agent for general brand questions (policies, FAQs, programs, how-to and support) and site navigation. In Composer it is the Site Advisory skill, which is active by default in every new concierge and searches the crawled website knowledge base.
Built on: Experience Platform Agent Orchestrator
Agent for: Brand Concierge
Last checked 2026-09-29
- Site Advisory skill# Capability
Also known as Site Advisory
The baseline Composer skill wired at concierge creation. It answers general questions from website content through Knowledge Base Search, Content AI Search and Entity Linking.
Last checked 2026-09-29
- Site Advisor AEM configuration# Capability
Sets up AEM Sites website content as the Site Advisor's primary knowledge source directly in Composer, so answers are grounded in the customer's AEM content. Added in March 2026.
Integrates with: Experience Manager Sites
Last checked 2026-09-29
- Brand Concierge Support Agent# AI agent
Also known as Support Agent (Troubleshooting and How-To Guidance)
Guides visitors through troubleshooting and how-to tasks inside the conversation, adapting its steps to what the visitor reports so issues can be resolved without escalation. Added in April 2026.
Agent for: Brand Concierge
Last checked 2026-09-29
- Bring Your Own Agent# Capability
Also known as BYOA, Brand Concierge third-party agents
Lets customer-built and third-party agents take part in Brand Concierge conversations through Agent Orchestrator. The first launch (March 2026) put a Firefly image-generation agent into the Adobe.com concierge.
Built on: Experience Platform Agent Orchestrator
Integrates with: Experience Platform Agent Composer, Firefly Enterprise Solutions
Last checked 2026-09-29
- Partner agent integrations# Integration, announced
Partnerships announced at Summit 2026 with [24]7.ai, Algolia and Netomi to connect their search, support and loyalty agents with Brand Concierge under the same governance.
Last checked 2026-09-29
- Visitor experience# Collection
The brand-facing side of Brand Concierge: the chat surfaces visitors use on websites and in apps, and how they can interact with them.
Last checked 2026-09-29
- Brand Concierge Web Client# Application
Also known as Brand Concierge web agent, Brand Concierge widget
The browser chat interface, loaded after Experience Platform Web SDK and mounted into a page element. It can be a component on existing pages or a full, dedicated concierge page, and runs on any website platform and domain.
Last checked 2026-09-29
- Component install# Capability
A snippet the website team places at a chosen spot on existing pages, directly or through a tag manager, so the concierge appears as an embedded component.
Last checked 2026-09-29
- Full-page install# Capability
A ready-to-host page for a dedicated concierge landing page.
Last checked 2026-09-29
- Brand Concierge Mobile SDK# API / SDK
Also known as AEPBrandConcierge, Brand Concierge extension
An Experience Platform Mobile SDK extension that embeds the concierge chat UI in iOS and Android apps, with text, voice and image input. It reads Configuration and Edge Identity shared state to start sessions and is themed with a JSON theme. Released in February 2026.
Built on: Experience Platform Mobile SDK
Last checked 2026-09-29
- Brand Concierge iOS SDK# API / SDK
Swift package (SwiftUI) for iOS 15 and later. Apps wrap their root view and open the chat with the built-in floating button or their own entry point; optional speech-to-text and text-to-speech.
Last checked 2026-09-29
- Brand Concierge Android SDK# API / SDK
Jetpack Compose library for Android with a managed drop-in entry point or a custom integration in the app's own view hierarchy.
Last checked 2026-09-29
- Voice conversation# Capability
Also known as Voice Mode
Hands-free, voice-to-voice mode with automatic speech detection and support for interrupting the concierge while it speaks. Images, text and links still appear during a voice conversation.
Last checked 2026-09-29
- Multimodal input and responses# Capability
Visitors can type, speak or share images, and responses can include text, images, documents, video, product cards and comparison tables drawn from brand content.
Last checked 2026-09-29
- Multilingual concierges# Capability, limited availability
Runs a concierge in languages other than English, with Spanish and French validated. Each language is its own concierge in the same sandbox and requests are routed by language; the knowledge source can be in a different language from the responses. Limited availability since August 2026.
Last checked 2026-09-29
- Conversational checkout# Capability, announced
Real-time product details and checkout inside the conversation, announced at Summit 2026 with payment partners Adyen, PayPal and Stripe. Today the concierge supports discovery only; add-to-cart and checkout are planned.
Last checked 2026-09-29
- Brand Concierge Composer# Application
Also known as Composer
The practitioner interface, reached from Experience Platform, where marketers build and manage concierges: knowledge sources, skills and integrations, brand settings, visual style, preview, evaluation, deployment and analytics. Designed for self-serve, low-code use.
Last checked 2026-09-29
- One-click concierge creation# Capability
Also known as Composer 2.0, Automated Prompt Creation
Creates a working concierge from one website URL: Composer crawls the site and drafts the brand expression, brand profile, instructions, guardrails, suggestions, visual style, a starting knowledge source and the baseline Site Advisory skill for review. Introduced as the limited-availability Automated Prompt Creation in March 2026 and redesigned as Composer 2.0 in August 2026.
Last checked 2026-09-29
- Self-serve tuning# Capability
Composer evaluates conversation performance automatically and updates the concierge's prompt configuration based on the results, reducing manual prompt tuning. Added in April 2026.
Last checked 2026-09-29
- Preview and testing# Capability
Also known as Tester View
Live desktop and mobile preview for simulating conversations while editing settings, a Tester View for rating responses with structured feedback, a Simulate option for skill routing, and shareable preview links for stakeholders without Composer access.
Last checked 2026-09-29
- Brand configuration and guardrails# Collection
Settings that keep every response on brand and within approved topics: personality, brand facts, instructions, guardrails, fallback behaviour and the look of the chat window.
Last checked 2026-09-29
- Brand expression# Capability
Also known as Tone & Voice, Tone and voice
Sets the concierge's personality through sliders for formality, warmth, playfulness and energy, plus a preferred response length (short, medium or long). Drafted from the website's tone at creation.
Last checked 2026-09-29
- Brand profile# Capability
The brand facts the concierge works from: goals, products and services, target audience, values, key differentiators and common use cases. Generated from the website and edited by the marketer.
Last checked 2026-09-29
- Concierge instructions# Capability
Free-text rules on trademark usage, response structure and topics to avoid, applied to the concierge as soon as they are saved. Instructions, brand profile and active skills are composed into the concierge's runtime prompt.
Last checked 2026-09-29
- Guardrails# Capability
Topics and behaviours the concierge must avoid, such as legal advice, compliance questions or competitors. They sit on top of system-level safety guardrails and content and profanity filters that always apply.
Last checked 2026-09-29
- Safe response defaults# Capability
Also known as Fallback behavior
What the concierge does when a question falls outside its knowledge sources or boundaries: say it cannot help, suggest other questions, link to self-service or escalate to a person. It never answers from general world knowledge.
Last checked 2026-09-29
- Suggestions# Capability
Follow-up prompt ideas shown after a response, drafted at creation and editable.
Last checked 2026-09-29
- Visual style and chat components# Capability
Colors, fonts, welcome message, legal disclaimer and card colors, drawn from the website at creation, plus per-component settings for chat bubbles, starting prompt pills, follow-up suggestions, input bar, citations, feedback controls and product cards, all previewed live. Component customization was added in August 2026.
Last checked 2026-09-29
- Conversational AI disclosure# Capability
Brand Concierge customers must show visitors a disclosure that the conversation uses generative AI, may be reviewed to improve the service, and that continuing means agreeing to that processing.
Last checked 2026-09-29
- Knowledge sources# Collection
The content a concierge may answer from. Every concierge needs at least one; sources are built once and shared across concierges. Ingested content is turned into a vector index for retrieval-augmented generation, and processing status and failed URLs are reported per source.
Last checked 2026-09-29
- Website Links knowledge source# Capability
Also known as Website Links
Crawls and scrapes pages from any website platform, supplied as a sitemap, individual URLs or a CSV file of URLs, with an optional scheduled refresh. The recommended source for most first concierges.
Last checked 2026-09-29
- Full-site ingestion# Capability
Ingests a whole website from a single sitemap instead of uploading URLs by hand. Added in March 2026.
Last checked 2026-09-29
- Incremental URL refresh# Capability
Adds, deletes or refreshes only the pages that changed, without reprocessing the whole source. Added in February 2026.
Last checked 2026-09-29
- AEM Sites knowledge source# Capability
Also known as AEM Sites Content AI index knowledge source
Uses an existing Content AI index from AEM Sites as a Cloud Service, so published site content reaches the concierge without a separate crawl or refresh step.
Built on: Experience Manager Sites
Last checked 2026-09-29
- Product Catalog knowledge source# Capability
Also known as Product Catalog
A spreadsheet of products or services (roughly fewer than 100, for brands not on Adobe Commerce) that lets responses include product cards with image, title, description and buttons, and deep links to product pages. The chosen schema decides which fields and buttons appear.
Last checked 2026-09-29
- Custom product schema# Capability
Upload catalogs in the brand's own data structure, with validation and field mapping for correct product cards. Added in February 2026.
Last checked 2026-09-29
- Document upload# Capability
PDF and DOCX files as knowledge source content. Added in February 2026.
Last checked 2026-10-20
- Skills and Integrations Framework# Collection
The modular model behind a concierge since Composer 2.0 (August 2026). A skill is a behaviour with a name, description, "use when" trigger, attached integrations and an instruction file; an integration is a reusable connection to a data source or backend that the skill calls. Knowledge source, integration, skill and concierge stack in that order. Product and site skills are listed under their agents.
Last checked 2026-09-29
- Skill routing# Capability
Each visitor message is matched against the active skills' triggers and routed to one skill, which runs its instructions and may call only its attached integrations. Marketers edit triggers and instructions and attach integrations self-serve; new connectors need engineering.
Last checked 2026-09-29
- Integrations catalog# Collection
Also known as Browse Integrations
The out-of-the-box integrations in Composer's Browse Integrations panel.
Last checked 2026-09-29
- Knowledge Base Search# Integration
Searches the knowledge base built from crawled site content; created automatically with each concierge. Several instances can point at different knowledge sources.
Last checked 2026-09-29
- Content AI Search# Integration
Searches AEM Sites as a Cloud Service content through its Content AI index, as an alternative to Knowledge Base Search.
Built on: AEM Content AI
Last checked 2026-09-29
- Entity Linking# Integration
Resolves product or brand names in a visitor's message to specific catalog entities; used together with a search integration.
Last checked 2026-09-29
- Commerce MCP integration# Integration
Also known as Adobe Commerce MCP integration
Adobe-managed Model Context Protocol server for a live Adobe Commerce catalog, backed by Live Search: product search, details, variants and facet or attribute discovery. Connected with environment ID, website, store and store view codes and an API key; supports Commerce as PaaS.
Integrates with: Commerce
Last checked 2026-09-29
- Meeting Booking integration# Integration
Books meetings on sales representatives' calendars; representatives connect calendars and set availability in Sales Qualifier.
Built on: Marketo Qualifier
Last checked 2026-09-29
- Live Chat integration# Integration
Hands visitors to an available sales representative for live chat, using availability set in Sales Qualifier.
Built on: Marketo Qualifier
Last checked 2026-09-29
- Meetings and live chat# Collection
Also known as Brand Concierge meetings
AI-to-human handoff for B2B and high-consideration journeys: visitors book a meeting or start a live chat with a sales representative without leaving the conversation, and the representative receives the full conversation context. Powered by the companion Sales Qualifier app.
Integrates with: Marketo Qualifier
Last checked 2026-09-29
- Book Meeting with Sales skill# Capability
Also known as Book Meeting with Sales, Meeting Booking skill
Suggests and books a meeting with a sales representative when the visitor's intent matches its triggers, using the Meeting Booking integration and the representatives' Outlook or Google calendars.
Last checked 2026-09-29
- Live Chat with Sales skill# Capability
Also known as Live Chat with Sales
Suggests and performs a live handoff to an available sales representative, who sees incoming chats in real time.
Last checked 2026-09-29
- Meeting bookings and performance# Capability
Also known as Meeting Performance Report
A bookings view of scheduled meetings and captured details, a Meeting Performance report on requests, missed meetings, trends and representatives, and a Managed Members view of who has connected a calendar.
Last checked 2026-09-29
- Evaluation# Collection
Repeatable tests that compare a concierge's answers with expected answers before launch and after every significant change.
Last checked 2026-09-29
- Evaluation sets# Capability
Also known as Golden dataset
Lists of sample questions with expected answers, of three types: functional, out of scope and safeguard (harmful or adversarial input). Sets can be uploaded as spreadsheets or extended with real visitor questions from transcripts.
Last checked 2026-09-29
- Automated evaluation dataset generation# Capability
Composer drafts functional, out-of-scope and safeguard question-and-answer pairs from the knowledge source for review. Added in February 2026.
Last checked 2026-09-29
- Automated evaluation# Capability
Also known as LLM-based quality loop
One-click runs that score every answer with an LLM on correctness, helpfulness and brand adherence, rate results high, medium or low with a reason, flag problem answers and keep a history of runs. Added in February 2026.
Last checked 2026-09-29
- Deployment# Collection
Making a concierge visible to real visitors, a separate step from creating it: connect a datastream, install the script and decide which pages show the concierge, then run the go-live checklist.
Last checked 2026-09-29
- Datastream configuration# Capability
Links the concierge to an Experience Platform datastream that routes visitor activity (clicks, forms, meetings, chats) to the right sandbox, datasets, schema and identities; teams typically use separate datastreams for development, staging and production.
Built on: Datastreams
Last checked 2026-09-29
- Surface configuration# Capability
Rules for which domains and paths show the concierge, matching any page, paths that start or end with a value, or exact paths, combined for precise coverage. Added in August 2026.
Last checked 2026-09-29
- Go-live checklist# Capability
Also known as Go-live guide
Pre-launch review of content, configuration, evaluations, deployment and post-launch readiness, backed by a guided go-live process (prepare, configure, validate, roll out) that typically takes six to nine weeks with a staged traffic rollout.
Last checked 2026-10-20
- Developer and implementation# Collection
What developers use to install, style and observe the concierge and to work with its data.
Last checked 2026-09-29
- Web SDK and Web Client installation# Capability
The page loads Experience Platform Web SDK (alloy) with a datastream enabled for Brand Concierge, then the Web Client script, and calls its bootstrap API with the SDK instance name, a mount selector and a styling configuration. Requires an Experience Platform organization.
Built on: Web SDK
Last checked 2026-09-29
- Styling configuration# API / SDK
Also known as stylingConfigurations
The JSON object passed to the Web Client that sets metadata, chat behaviour, disclaimer, all visitor text strings, prompt and card arrays, assets and theme CSS properties.
Last checked 2026-09-29
- Client-side events and callbacks# API / SDK
Also known as onEvent callback
A single read-only callback that receives Web Client lifecycle, interaction, response, card, feedback and error events, correlated by conversation and interaction IDs, for forwarding to Adobe Analytics, Google Analytics or other tools. Added in August 2026.
Integrates with: Analytics
Last checked 2026-09-29
- Conversation data export# Capability
Prompts, responses and feedback are written to Experience Platform datasets that can be queried with SQL in Query Service for custom reports.
Built on: Query Service
Last checked 2026-09-29
- Analytics and feedback# Collection
Built-in reporting on live concierges and visitor feedback, with a deeper dashboard in Customer Journey Analytics.
Last checked 2026-09-29
- Analytics tab# Capability
Conversations, engaged visitors, positive sentiment and messages per conversation for a date range, filterable by conversation type, available without setup after deployment.
Last checked 2026-09-29
- Conversation transcripts# Capability
Full transcripts with each answer's thumbs-up or thumbs-down rating and a conversation ID; questions can be added to an evaluation set from here.
Last checked 2026-09-29
- Visitor and tester feedback# Capability
Thumbs-up and thumbs-down ratings with a form covering response coverage, brand tone, response quality and response features, collected in a feedback list and performance snapshot.
Last checked 2026-09-29
- Customer Journey Analytics dashboard# Integration
An automatically provisioned CJA dashboard with weekly conversation trends, repeat engagement, messages per conversation, feedback, visitor intent, sentiment and tone, and recommendations made.
Integrates with: Customer Journey Analytics, Conversation Insights, Customer Journey Analytics B2B Edition
Last checked 2026-09-29
- Adobe product integrations# Collection
Connections that carry conversation context and signals into the rest of CX Enterprise. Brand Concierge also connects to AEM Sites and Adobe Commerce through its knowledge sources and integrations.
Last checked 2026-09-29
- Real-Time CDP integration# Integration, limited availability
Brings Real-Time CDP context (person, account and buying group attributes, behaviour and prior interactions) into responses. Limited availability since April 2026; by default the concierge serves anonymous visitors without profile lookup.
Integrates with: Real-Time Customer Data Platform
Last checked 2026-09-29
- Conversational profile enrichment# Capability
Prompts, responses and agent metadata collected through Web SDK add intent, sentiment and preference signals to Experience Platform profiles, using the unstructured-data profiles introduced first for Brand Concierge customers.
Built on: Expanded profiles with unstructured data
Last checked 2026-09-29
- Journey Optimizer integration# Integration
Triggers personalized email, SMS and other follow-ups from conversational engagement, and coordinates B2B follow-up in Journey Optimizer B2B Edition when conversations show account-level activity.
Integrates with: Journey Optimizer, Journey Optimizer B2B Edition
Last checked 2026-09-29
- Marketo Engage integration# Integration
Sends conversations, in-chat lead capture and booked meetings to Marketo Engage as native activities (for example Scheduled Meeting in Concierge) for trigger and batch Smart Campaigns, creating leads automatically. Added in June 2026.
Integrates with: Marketo Engage
Last checked 2026-09-29
Sources 7
- experienceleague.adobe.com/en/docs/brand-concierge/content/home
- experienceleague.adobe.com/en/docs/brand-concierge/content/documentation/overview/overview
- experienceleague.adobe.com/en/docs/brand-concierge/content/release-notes/current
- business.adobe.com/products/brand-concierge.html
- business.adobe.com/products/brand-concierge/integrations.html
- news.adobe.com/news/2025/03/adobe-summit-2025-adobe-ai-platform-unites-creativity-marketing
- helpx.adobe.com/legal/product-descriptions/adobe-brand-concierge.html