At Adobe Summit 2026, the martech giant unveiled its most radical CX platform yet, with half of Silicon Valley tagging along.
Pivoting away from simply adding AI features into its software suite, Adobe announced at Adobe Summit 2026 the launch of Adobe CX Enterprise – an agentic AI solution from prospect acquisition through engagement, conversion and customer retention.
Besides marking a major move into the agentic phase, the platform comes with an ecosystem push like no other.
Adobe CX Enterprise combines AI agents, reusable agent skills and Model Context Protocol (MCP) endpoints in a single intelligence and governance framework.
Adobe’s open ecosystem strategy stands out as one of the most significant commercial developments at the Summit.
Adobe CEO Shantanu Narayen at the Adobe Summit 2026 keynote
Expansive ecosystem
It has expanded collaborations with AWS, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI, enabling CX Enterprise agent skills and developer tools to be deployed across these platforms.
Adobe Marketing Agent is now generally available in Microsoft 365 Copilot, and in beta across Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise, and IBM watsonx Orchestrate, extending Adobe’s customer experience intelligence to teams wherever they work.
From the agency perspective, Dentsu, Havas, Omnicom, Publicis, Stagwell, and WPP are standardising on CX Enterprise. This AI-powered platform, combined with their industry expertise, allows them to develop unique solutions for clients. Similarly, leading systems integrators like Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC, and TCS are creating agentic solutions tailored to specific industry verticals.
Within Adobe applications, integrations with Acxiom, Demandbase, Genesys, SAP, and ServiceNow are designed to deliver end-to-end workflow continuity, eliminating the need for tool-switching across critical marketing tasks. Rounding out the ecosystem, Adyen, PayPal and Stripe have been named as payment partners for seamless checkout experiences within agent-powered customer interactions.
Agent-powered content, visibility and commerce
CX Enterprise is powered by Adobe Experience, which orchestrates more than one trillion digital experiences every year. Two engines lie at its foundation: Adobe Brand Intelligence and Adobe Engagement Intelligence. The former is a continuously learning machine that understands dynamic brand signals such as approval processes and editorial reviews, while the latter is a decisioning engine that is optimised for customer lifetime value and personalisation.
Central to CX Enterprise is Adobe CX Enterprise Coworker, a goal-directed agent that translates business objectives into coordinated, multi-step workflows. General availability is expected in the coming months.
Meanwhile, GenStudio by Adobe has had notable agentic improvements, which include Workflow Optimisation Agent, which is part of Adobe Workfront suite, Firefly Creative Production for Enterprise’s Workflow Builder, and GenStudio for Content Marketing.
On brand visibility, Adobe’s LLM Optimizer and advanced Adobe Commerce products cater to the growing trend of AI-based discovery, which Adobe’s own statistics show to have grown by 269% year-on-year to March 2026 in US retail websites.
A peek into Adobe’s AI philosophy
These announcements are clearly aligned with the company’s philosophical stance.
“It is Adobe’s ability to integrate these capabilities to empower people with brand context, enterprise workflow and governance that will deliver the real business outcome. Adobe’s differentiated approach to AI reflects our belief that creativity is uniquely human — and we believe that AI has the power to amplify human ingenuity and enhance productivity,” said Shantanu Narayen, CEO, Adobe.
