Adobe Launches Adobe CX Enterprise to Power Agentic CX
Adobe CX Enterprise powers agents that can help scale impactful, personalised customer experiences so that interactions consistently reflect brand guidelines.
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At Adobe Summit, Adobe, the global technology company, has unveiled Adobe CX Enterprise, a new end-to-end agentic AI system that will simplify how businesses manage their entire customer lifecycle, from acquiring and engaging prospects to driving conversion and lasting loyalty.
Over 20,000 global brands have built their businesses on Adobe, and CX Enterprise is grounded in decades of domain expertise in data, content and customer journeys—an anchor for agents that are reliable, auditable and can understand context.
Customer Experience Orchestration (CXO) is rapidly changing in the era of agentic AI as agents become critical resources that can help accelerate complex workflows, from on-brand content production to one-to-one personalisation.
This is moving businesses beyond isolated AI use cases into agentic enterprises that can deliver better customer experiences and stronger business outcomes.
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Adobe has been the leader in driving modern marketing innovation, from creating the digital marketing category to redefining CXO. With the introduction of CX Enterprise, Adobe extends that leadership to the agentic era, solving CXO with a new class of intelligent systems.
CX Enterprise powers agents that can help scale impactful, personalised customer experiences so that interactions consistently reflect brand guidelines.
This is powered by the new Adobe Brand Intelligence, a continuously learning reasoning engine that can capture evolving brand signals, and Adobe Engagement Intelligence, a decisioning engine optimised for customer lifetime value, to deliver personalisation at scale.
CX Enterprise extends Adobe’s commitment to an open, interoperable ecosystem, with multiple access points and forward-deployed engineers that can tailor solutions to real workflows.
A composable architecture that works with various technology stacks will offer businesses flexibility and control, including extending agentic skills (reusable instructions for a variety of agents) and workflows across Adobe and partner solutions from Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA and OpenAI.
“Adobe CX Enterprise enables businesses to scale agentic AI with a fully customizable 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.”
Global businesses rely on Adobe’s enterprise applications to define their brand, scale content production and power customer experiences.
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This includes bringing all customer data sources together via Adobe Experience Platform (AEP), a widely adopted platform for digital customer engagement, to deliver comprehensive real-time insights and orchestrate cross-channel experiences at scale.
Powering over one trillion experiences annually, AEP also serves as the contextual layer in CX Enterprise, enabling agents to support better business outcomes.
New offerings in CX Enterprise will include:
- New agents across Adobe applications:
Adobe’s new agents streamline time-intensive tasks and help businesses to meet customer retention and growth objectives.
Powered by Adobe Experience Platform Agent Orchestrator—which enables teams to build, manage and coordinate agents across Adobe and third-party ecosystems—the agents are natively integrated into new and existing Adobe solutions across areas such as customer engagement, content supply chain and brand visibility.
With Adobe managing the quality of output and governance, Adobe is also extending these capabilities by bringing the Adobe Marketing Agent into surfaces, including Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise, IBM watsonx Orchestrate and Microsoft 365 Copilot.
- Agent skills catalogue:
Adobe is unveiling a set of agent skills that make it easy for businesses to create custom workflows by packaging reusable instructions, such as reviewing performance metrics to drive content creation or journey orchestration workflows.
These skills are powered by Adobe’s intelligence and decisioning engine through a contextual layer (across data, content and customer journeys) that enables agents to reason against governed data, operate within defined business objectives, and take actions that are durable and auditable.
Businesses can also customise agent skills with additional context to reflect the needs of their organisation, all while applying Adobe’s unique, codified domain expertise.
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- Developer tools:
CX Enterprise will provide access to Adobe’s agentic skills, MCP servers and the infrastructure needed to build customizable use cases.
It will enable developers to incorporate Adobe’s agentic capabilities directly into tools from Anthropic, Google Cloud, Microsoft, OpenAI and more, with a composable platform that makes it straightforward to bring CX Enterprise functionality directly into the tools used daily by marketing and creative teams.
- Adobe CX Enterprise Coworker:
CX Enterprise offers businesses the flexibility and control needed to bring AI agents into daily workflows with confidence. This means increasing levels of automation that will help teams drive business outcomes, while maintaining human oversight and control. The goal is to improve the capability, choice and automation that transforms how brands engage customers.
Adobe CX Enterprise Coworker is designed to execute tasks based on defined business goals, coordinating work across multiple agents by translating clear objectives into multi-step actions.
For example, if a marketing team wants to increase cross-sell performance by 3%, CX Enterprise Coworker can bring together the right agents and tools across the organisation to assemble what’s needed for a targeted offer, including audience segments, creative assets and performance insights.
CX Enterprise Coworker will create a plan, and once approved, help execute the campaign and monitor results against the goal. It will be generally available in the coming months.
