Dive Brief:
- Adobe on Monday unveiled a new agentic artificial intelligence platform called Adobe CX Enterprise, the company shared in an email with Marketing Dive. The announcement was made at the Adobe Summit customer experience conference.
- CX Enterprise brings together AI agents, agent skills and developer tools to simplify how businesses manage consumer life cycles. Agencies including Omnicom, Publicis and WPP are standardizing on CX Enterprise to co-develop solutions for joint clients.
- Adobe also announced an expansion with AI and tech platforms including Amazon, Anthropic, Google, Microsoft and OpenAI. Additionally, Adobe introduced a goal-based, specialized AI agent that can orchestrate multistep actions across multiple agents.
Dive Insight:
As AI becomes a larger part of agencies’ workflows, Adobe is looking to use its own know-how for an agentic platform designed to help teams move with greater efficiency. The platform represents an expansion of Adobe’s agentic AI offerings. In 2025, the company brought AI agents directly into Adobe enterprise apps through the Adobe Experience Platform Agent Orchestrator, a solution that now powers over 1 trillion experiences annually.
CX Enterprise will provide users with agent skills — or reusable instructions for a variety of agents — and a fully open offering that can extend Adobe’s domain expertise into any technology stack, per release details. The platform includes two intelligence solutions, including Adobe Brand Intelligence, which yields a continuous engine meant to enforce brand identity. The solution learns from inputs like review feedback, rejected assets and annotations. Insights are accessible by agents involved with content production tasks.
The second solution, Adobe Engagement Intelligence System, is described as a decision engine made for teams to decide the next best offer, message or action for consumers. The solution generates its insights based on lifetime value, not just clicks and conversions, and will also optimize based on defined goals.
Adobe also revealed Adobe CX Enterprise Coworker, which includes specialized AI agents that can execute tasks based on defined business goals. In a provided example, if a marketing team wants to increase cross-sell performance by 3%, the Coworker solution would bring together the suitable agents and tools to put together what’s needed for a targeted offer, inclusive of audience segments, creative assets and performance insights. Once a plan is approved, Coworker would help execute the campaign and monitor results.
Additionally, Adobe is combining its data and content governance capabilities — 20,000 companies have built their businesses using its tech — with the unique intellectual property and industry expertise of agencies including Dentsu, Havas, Omnicom, Publicis, Stagwell and WPP to deliver solutions to joint clients in areas like content supply chain and brand visibility in AI search.
System integrators including Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC and TCS are also using Adobe’s agentic know-how to package agentic solutions for key industry verticals. Expanded collaborations with AI platforms from giants including Amazon, Anthropic, Google, IBM, Microsoft and OpenAI are intended to make it easier for brands to connect workflows across various tools.
