Adobe Revolutionizes Marketing with CX Enterprise and Its AI Agents

CX Enterprise, the missing piece in Adobe's agentic architecture

At its annual event, Summit 2026, taking place this week in Las Vegas, Adobe unveiled a major innovation: CX Enterprise. This agentic system is designed to manage the entire customer lifecycle, from acquisition to retention. This announcement is accompanied by a significant expansion of the partner ecosystem, with over thirty new integrations.

In 2025, Adobe had already introduced the AEP Agent Orchestrator, an orchestration layer for AI agents built on the Adobe Experience Platform (AEP), its customer data platform. CX Enterprise is a natural extension of this. While the Agent Orchestrator allowed for the deployment and coordination of agents within Adobe applications, CX Enterprise enhances this offering with a catalog of reusable skills (agent skills), specialized agents for complex business objectives, developer tools (MCP servers, access to skills), and two intelligence systems.

The goal is to enable marketing teams to move from isolated use cases to coordinated agentic workflows. For example, a team looking to increase its cross-selling by 3% could use the CX Enterprise Coworker agent to identify relevant audience segments, gather necessary creative assets, analyze performance insights, propose a campaign plan, and once approved by a human, ensure execution and follow-up.

Adobe positions this announcement within the context of the transition from CXM (Customer Experience Management) to CXO (Customer Experience Orchestration). Companies can no longer afford to manage customer experience in silos. Agentic AI must enable seamless and personalized orchestration across all touchpoints. According to Adobe, AEP now powers over one trillion experiences per year, serving as the foundation for this architecture.

CX Enterprise offers businesses a fully customizable solution for deploying agentic AI, transforming experiments into tangible results, as stated by Anil Chakravarthy, President of the Customer Experience Orchestration Business at Adobe.

Two intelligence systems and new agents in applications

CX Enterprise integrates two intelligence engines that provide agents with the necessary context. The first, Adobe Brand Intelligence, is an advanced language model with vision capabilities that continuously learns from a brand's identity. Rather than relying on static guidelines, this system uses qualitative feedback from teams (annotations, rejected assets, validation cycles) to ensure that every piece of content produced by an agent adheres to the brand identity.

The second, Adobe Engagement Intelligence, is a decision engine that determines the best action, offer, or message to address each customer. Its uniqueness lies in its optimization for long-term value (lifetime value) rather than for clicks or immediate conversions. It continuously adjusts its recommendations based on the goals set by the company.

Adobe is also introducing new agents directly into its applications. A Workflow Optimization Agent is integrated into Workfront, Adobe's marketing project management tool. It coordinates tasks between teams and automates transitions from one stage of a project to another. A Brand Governance Agent is deployed in Adobe Experience Manager to ensure compliance with brand rules, rights tracking, and content compliance. These agents are managed by the AEP Agent Orchestrator. In Creative Cloud, Adobe recently introduced the Firefly AI Assistant, a unified creative agent.

How CX Enterprise is organized

The Adobe Experience Platform (AEP) centralizes customer data and serves as the foundation for orchestrating specialized AI agents. Two intelligence engines power them: Adobe Brand Intelligence, which ensures brand consistency, and Adobe Engagement Intelligence, which determines the best action to address each customer. CX Enterprise Coworker coordinates everything by translating a business objective into concrete actions distributed among multiple agents.

An open ecosystem with over thirty partners

Another major aspect of this announcement is the openness of the ecosystem. Adobe integrates its CX intelligence (performance insights, audiences, customer journeys) directly into the AI tools used by businesses on a daily basis. Integrations are announced with Microsoft 365 Copilot (generally available), as well as with Anthropic Claude Enterprise, Amazon Quick, ChatGPT Enterprise, Google Gemini Enterprise, and IBM watsonx Orchestrate, the latter in beta.

The idea is for marketing teams to access Adobe's data and recommendations without leaving the tools they already use. A marketing manager can query the performance of a campaign directly in Copilot or Claude, without going through the Adobe interface.

New enterprise-side integrations (SAP, ServiceNow, among others) will streamline workflows between tools, while Brand Concierge, Adobe's conversational AI solution, opens up to new partners. Integrations with Adyen, PayPal, and Stripe will allow for payment to be integrated directly into agent-driven interactions.

Finally, major agencies like Publicis, WPP, or Dentsu, as well as integrators like Accenture and Deloitte Digital, are standardizing their offerings on CX Enterprise to develop joint solutions for their clients.

Marketers should not have to choose between their organization's AI tools and the marketing capabilities needed to achieve results, emphasized Amit Ahuja, SVP of Product, Customer Experience Orchestration at Adobe.