Adobe pushes into agentic AI era with new CX orchestration system

Adobe is betting big on agentic AI to redefine how brands manage customer journeys, unveiling Adobe CX Enterprise at Adobe Summit as it pushes deeper into the customer experience orchestration (CXO) space.

Positioned as an end-to-end agentic AI system, CX Enterprise is designed to streamline the entire customer lifecycle, from acquisition and engagement to conversion and long-term loyalty. Adobe said the system is grounded in its decades-long expertise in data, content and customer journeys, anchoring its agents in what it calls reliable, auditable and context-aware intelligence.

The launch signals a shift in how Adobe sees CXO evolving in the era of agentic AI, where autonomous agents increasingly take on complex workflows such as on-brand content creation and one-to-one personalisation. Rather than isolated AI use cases, Adobe is pitching a move towards what it calls “agentic enterprises” capable of scaling personalised experiences and improving business outcomes.

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Central to CX Enterprise are two new intelligence layers: Adobe Brand Intelligence, a reasoning engine that continuously learns evolving brand signals, and Adobe Engagement Intelligence, a decisioning engine optimised for customer lifetime value. Together, they are designed to ensure agents operate within brand guardrails while delivering personalised interactions at scale.

Adobe also flagged a growing shift in how brands are discovered and evaluated in an AI-first environment, where chat-based interfaces and AI-powered browsers are increasingly shaping consumer journeys. The company said this is pushing AI visibility into a C-suite priority, as brands work to ensure content is not only accurate and on-brand across owned properties, but also correctly represented across AI-driven discovery surfaces.

This is accelerating a broader move from traditional content management towards “context management”, where understanding how AI systems interpret brand information is becoming as critical as managing the content itself, alongside tighter governance over how that content is created, surfaced and used across both human and AI interfaces.

Additionally, Adobe is leaning into interoperability, positioning CX Enterprise as a composable system that integrates across enterprise tech stacks. The platform extends workflows across partners including Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA and OpenAI, with Adobe saying the goal is flexibility without losing governance or control.

A key backbone of the system is Adobe Experience Platform (AEP), which brings together customer data sources to deliver real-time insights and cross-channel orchestration. Adobe said AEP already powers over one trillion experiences annually and now acts as the contextual layer for CX Enterprise, enabling agents to make more informed decisions.

Among the new components introduced are agents embedded across Adobe applications to automate time-intensive tasks such as customer engagement, content supply chain and brand visibility. These are powered by Adobe Experience Platform Agent Orchestrator, which allows businesses to build and coordinate agents across Adobe and third-party ecosystems.

Adobe is also introducing an agent skills catalog, which lets organisations package reusable instructions for workflows such as performance analysis and journey orchestration. These skills are built on Adobe’s intelligence and decisioning engine, allowing agents to act against governed data while remaining aligned to business objectives and audit requirements.

For developers, CX Enterprise opens access to agentic skills, MCP servers and infrastructure to build custom use cases, including integration into tools from Anthropic, Google Cloud, Microsoft and OpenAI. Adobe is positioning this as a way to embed CX capabilities directly into existing daily workflows for marketing and creative teams.

Another key addition is Adobe CX Enterprise Coworker, a system designed to translate business goals into multi-step execution across agents. For example, a target to increase cross-sell performance could trigger coordinated actions across audience segmentation, creative development and performance optimisation. Adobe said the coworker will create plans, execute campaigns after approval, and track performance against defined goals, with general availability expected in the coming months.

The move underscores Adobe’s ambition to extend its leadership in digital experience into the agentic AI era, while also signalling how enterprise marketing stacks are shifting from tool-based systems to orchestration-led ecosystems.

“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. This end-to-end solution fits naturally into any environment, built to work alongside tools across leading AI platforms with seamless interoperability.”” said Anil Chakravarthy, president, customer experience orchestration business, Adobe.

Earlier this month, Canva made a similar push to reposition itself beyond its core design roots, highlighting how platform players are racing to embed AI deeper into everyday workflows. The company unveiled Canva AI 2.0, marking a major platform overhaul that shifts it towards a unified system for ideation, production and execution. With more than a quarter of a billion monthly users globally, Canva is aiming to become more embedded in day-to-day team workflows, bringing creation, automation and collaboration into a single environment.

At the centre of Canva AI 2.0 is a move towards a “conversational, agentic platform”, where users can shift from idea to execution within one interface. Its new Conversational Design capability allows users to generate fully structured, editable designs from natural language prompts, while maintaining context across iterations for continuous refinement rather than one-off outputs.

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