Adobe has announced a wave of new partnerships and AI integrations aimed at speeding up enterprise adoption of agentic AI, reinforcing its role as a bridge between creativity, marketing, and customer experience technologies.
The expansion brings together major agency networks and tech providers – WPP, Accenture Song, Omnicom, Stagwell’s Code and Theory, Anthropic, and Microsoft – to help brands build, activate, and measure personalized customer experiences at scale. Positioning itself as the “agentic infrastructure layer” spanning AI models, platforms, and agents, Adobe said its CX Enterprise and CX Enterprise Coworker offerings are built to boost customer engagement, streamline content supply chains, and safeguard brand integrity in increasingly automated environments.
Among the new initiatives, WPP is rolling out a connected intelligence layer linking paid media spend with owned customer data, creating a continuous feedback loop between marketing investment and customer interactions. Stagwell’s Code and Theory is launching a Content Operating System for Sports, connecting fan engagement data with content workflows powered by Adobe CX Enterprise. Omnicom is deploying implementation architectures for its AI Agentic Operating Model across retail, automotive, pharma, and financial services, using Adobe technology to support campaign planning and optimisation. Adobe and Accenture Song have jointly built an agentic experience orchestration framework to help brands scale AI-powered customer experiences.
On the technology side, Adobe expanded CX Enterprise Coworker and Marketing Agent integrations across AWS, Anthropic, Google Cloud, Microsoft, and OpenAI, with Adobe CX skills and MCP servers now generally available through Claude Enterprise and Microsoft 365 Copilot.
Adobe CMO Rachel Thornton said agentic AI has shifted from experimentation to something brands now run their operations on.
