Adobe launches CX Enterprise for AI marketing workflows

Adobe has launched CX Enterprise, an AI orchestration platform for managing customer experience workflows. It is designed to connect Adobe tools with the third-party AI services used by marketing teams.

The product combines AI agents, agent skills and Model Context Protocol endpoints with a governance layer intended to support auditable workflows. As part of the rollout, Adobe is also expanding partnerships with Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA and OpenAI.

The launch reflects a broader shift in marketing software as companies move from isolated AI assistants and content tools to systems that can coordinate multiple tasks across campaign planning, content production, audience analysis and performance monitoring. Adobe is positioning CX Enterprise as a way to manage that process within existing enterprise technology estates rather than through a stand-alone assistant.

At the centre of the system is Adobe Experience Platform Agent Orchestrator, which lets teams build, manage and coordinate agents across Adobe applications and external platforms. Adobe says the new agents are being integrated into its products for customer engagement, content supply chain and brand visibility.

Those integrations extend beyond Adobe's own software. Adobe Marketing Agent is being brought into services including Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise, IBM watsonx Orchestrate and Microsoft 365 Copilot.

Partner network

Adobe's approach relies heavily on interoperability. Developer tools within CX Enterprise will provide access to agentic skills, MCP servers and infrastructure for custom use cases, allowing developers to bring Adobe functions directly into tools from Anthropic, Google Cloud, Microsoft and OpenAI.

The ecosystem around the launch is also notable. Large agency groups including Dentsu, Havas, Publicis and WPP, along with consulting and integration firms such as Accenture, Deloitte and PwC, are described as using CX Enterprise as a standard for agent-based client work.

That partner list matters because many large marketing organisations now rely on agencies and systems integrators to connect creative tools, cloud platforms and data systems. Adobe appears to be positioning CX Enterprise as the coordinating layer in that stack, with its own software serving as the source of context for customer data, content and journeys.

Adobe says more than 20,000 brands have built their businesses on its technology. It also says Adobe Experience Platform handles more than one trillion experiences each year and will serve as the contextual layer for CX Enterprise.

Workflow focus

A key part of the launch is an agent skills catalogue, which Adobe describes as reusable instructions for common business processes. These can be applied to tasks such as reviewing performance data to guide content creation or managing customer journey workflows.

Adobe also introduced CX Enterprise Coworker, a tool intended to coordinate work across multiple agents based on a defined business goal. The company's example was a marketing team seeking to raise cross-sell performance by 3%, with the system bringing together audience segments, creative assets and performance insights before creating an execution plan for approval.

Governance is central to the product. Adobe says agents will operate against governed data and defined business objectives, with actions designed to be durable and auditable. That emphasis reflects growing concern among large companies about compliance, brand safety and accountability as AI tools move closer to live customer-facing activity.

For Adobe, the launch is also an attempt to strengthen its role in enterprise marketing at a time when generative AI providers and cloud software companies are competing to become the default layer for workplace automation. By linking its own applications with external models and assistants, Adobe is seeking to avoid locking customers into a single model provider while keeping control of the marketing workflow.

"Adobe CX Enterprise enables businesses to scale agentic AI with a fully customisable solution that is tailored to the needs of their organisation, moving teams beyond AI experiments to tangible business outcomes," said Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe. "This end-to-end solution fits naturally into any environment, built to work alongside tools across leading AI platforms with seamless interoperability."