Adobe Inc. today unveiled a new enterprise platform designed to coordinate artificial intelligence agents across marketing, content and customer engagement workflows, as the company seeks to position itself at the center of what it describes as “customer experience orchestration” in the AI era.

The platform, called CX Enterprise, was introduced at the Adobe Summit conference and is intended to bring together AI agents, reusable “agent skills” and integration endpoints under a single governance and intelligence layer. Adobe said the system is designed to help organizations manage the full customer lifecycle, from acquisition through retention, while maintaining control over data, brand standards and compliance.

Adobe is positioning CX Enterprise as a way to move beyond isolated AI use cases toward coordinated workflows that span content creation, campaign management and customer engagement.

At the core of the platform are a Brand Intelligence System, which captures and applies brand-specific context to content and interactions, and an Engagement Intelligence System, which optimizes decisions based on customer lifetime value. Together, they are intended to ensure that AI-generated outputs remain consistent with brand guidelines and to improve personalization at scale.

Adobe said CX Enterprise builds on its Experience Platform, which aggregates customer data and currently supports more than one trillion customer experiences annually. That data layer serves as the contextual foundation for AI agents operating within CX Enterprise.

The company also introduced a component called CX Enterprise Coworker, which acts as a coordinating layer for multiple agents. The system can translate business objectives into sequences of actions, such as assembling audience segments, generating creative assets and monitoring campaign performance. Adobe emphasized that human oversight, governance and auditability are key components.

Adobe also announced an expansion of its partner ecosystem, integrating CX Enterprise with platforms from Amazon Web Services Inc., Anthropic PBC, Google LLC’s Cloud, IBM Corp., Microsoft Corp., Nvidia Corp. and OpenAI LLC. The company said the goal is to enable customers to deploy agent-driven workflows across a range of enterprise tools rather than within a single closed system.

“Marketers shouldn’t have to choose between their organization’s AI tools and the marketing capabilities required to drive impactful outcomes,” said Amit Ahuja, senior vice president of product for customer experience orchestration at Adobe, in a statement.

Adobe is also extending agent capabilities into widely used enterprise environments, including Microsoft 365 Copilot and ChatGPT Enterprise, where it said its marketing agent can generate insights and recommendations based on customer data.

The company also introduced updates to its GenStudio content platform, adding AI agents that automate tasks such as campaign planning, content production and workflow management. A new Brand Intelligence System within GenStudio learns from feedback and approval cycles, enabling AI systems to adapt to evolving requirements over time.

Adobe also outlined new “brand visibility” tools aimed at helping companies optimize how they appear in AI-driven search and conversational interfaces. The company said internal data showed traffic from AI systems to U.S. retail sites increased 269% year over year as of March, underscoring the growing importance of visibility within AI-generated results.

Adobe said more than 20,000 brands currently use its customer experience tools, and it expects demand for integrated AI workflows to grow as organizations move from pilot projects to production deployments.

Photo: Adobe