With agencies racing to embed AI into their operations, Adobe is positioning itself as the infrastructure layer — and bringing most of the industry’s major players along with it.
Adobe has unveiled a new agentic AI platform aimed at marketing and creative teams, as the company moves to extend its existing AI infrastructure into a more comprehensive operating layer for agencies and enterprise brands.
The platform, called Adobe CX Enterprise, builds on the company’s Adobe Experience Platform Agent Orchestrator, which Adobe says now powers more than one trillion digital experiences annually across its enterprise customer base. CX Enterprise adds what Adobe describes as “agent skills” — reusable instructions that can be deployed across different AI agents — and is designed as an open system capable of integrating into any technology stack, not just Adobe’s own.
The platform includes two core intelligence products. Adobe Brand Intelligence is described as a continuous engine for enforcing brand consistency, learning from inputs such as review feedback, rejected creative assets and editorial annotations, then making those insights available to agents working on content production. The second, Adobe Engagement Intelligence System, functions as a decision engine for customer communications — determining the next best offer, message or action for a given consumer based on lifetime value rather than clicks and conversions alone, and optimising toward defined business goals.
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Adobe also introduced a product called CX Enterprise Coworker, which assembles and coordinates specialised AI agents around specific business objectives. In the company’s own example, a marketing team targeting a 3% improvement in cross-sell performance could instruct Coworker to identify the relevant agents and tools, assemble audience segments, creative assets and performance data, draft a campaign plan for human approval, and then execute and monitor the campaign once approved.
Beyond the platform itself, Adobe is formalising partnerships with six of the world’s largest agency holding companies — Dentsu, Havas, Omnicom, Publicis, Stagwell and WPP — to deliver joint solutions in areas including content supply chain management and brand visibility in AI-powered search. The company says 20,000 companies have built operations on its technology.
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A separate set of system integrators — including Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC and TCS — are using Adobe’s agentic capabilities to build vertical-specific solutions for their own clients. Expanded integrations with AI platforms from Amazon, Anthropic, Google, IBM, Microsoft and OpenAI are intended to make it easier for brands to connect Adobe workflows with tools from other providers.