Adobe Inc. has unveiled CX Enterprise, a new platform designed to coordinate artificial intelligence agents across marketing, content, and customer engagement workflows. The company aims to lead in "customer experience orchestration" during the AI era.
Introduced at the Adobe Summit, CX Enterprise unifies AI agents, reusable "agent skills," and integration endpoints under a single governance layer. It is built to help organizations manage the full customer lifecycle while maintaining control over data, brand standards, and compliance.
The platform features a Brand Intelligence System for context-specific content and an Engagement Intelligence System to optimize decisions based on customer lifetime value. Together, these ensure AI outputs align with brand guidelines and enhance personalization.
CX Enterprise builds on Adobe's Experience Platform, which aggregates customer data and supports over a trillion customer experiences annually. This data layer provides the contextual foundation for the AI agents.
A component called CX Enterprise Coworker acts as a coordinating layer, translating business objectives into actionable sequences. Human oversight, governance, and auditability are emphasized as key elements.
Adobe is also expanding its partner ecosystem, integrating CX Enterprise with platforms from Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft, Nvidia, and OpenAI. The goal is to enable agent-driven workflows across various enterprise tools.
Additionally, Adobe is extending agent capabilities into Microsoft 365 Copilot and ChatGPT Enterprise. Updates to its GenStudio content platform now include AI agents for automating campaign planning, content production, and workflow management.
New "brand visibility" tools will help companies optimize their presence in AI-driven search and conversational interfaces. Adobe noted a 269% year-over-year increase in traffic from AI systems to U.S. retail sites as of March, highlighting the growing importance of AI-generated search results.
More than 20,000 brands currently use Adobe's customer experience tools, with expectations for increased demand for integrated AI workflows.