At its flagship Adobe Summit 2026 in Las Vegas, Adobe made one of its boldest strategic announcements in years. Adobe is replacing its Experience Cloud umbrella with a new flagship offering called Adobe CX Enterprise — an AI-first platform that merges creative and marketing capabilities under a single, agent-based architecture.
The innovative Agentic AI system combines AI agents, AI agent abilities, and MCP endpoints to support organizations in effectively managing their customer lifecycle, encompassing customer acquisition, engagement, conversion, and loyalty.
The Core Technology: Built on a Proven Foundation
CX Enterprise builds on Adobe Experience Platform (AEP) Agent Orchestrator, introduced in 2025 to place AI agents inside Adobe’s enterprise applications and coordinate them with third-party tools. Adobe Experience Platform remains the foundation of the new offering and now handles more than 1 trillion experiences each year.
A standout new feature is the concept of “Coworkers” — a fundamentally new type of AI agent. The core of Adobe’s strategy of using artificial intelligence is a new capability set known as “Coworkers” — continuous, learning agents with enterprise-grade memory that can coordinate the efforts of other Adobe and third-party agents to achieve enterprise goals. Unlike the existing single-use agents, Coworkers continue their operation continuously, learn from the results, and respond to triggers and scheduling requests.
Key Features and Capabilities
Adobe CX Enterprise is far from being just a rebranded product; it comes with a whole set of new capabilities:
1. Purpose-Built AI Agents in Production: Over ten purpose-built AI agents introduced during Summit 2025 have already made it to the production phase; they include site, data, audience, journey orchestration, experimentation, LLM optimization, and content optimization agents.
2. Intelligence Product Updates: Adobe unveiled four new additions apart from the primary announcement, namely: Adobe Engagement Intelligence, which serves as a decision-making engine for customer lifetime value; Adobe Journey Optimizer Loyalty, a tool to help develop gamified loyalty programs; Adobe CX Analytics, which integrates intelligence within large language model interfaces; and an upgraded Real-Time CDP profile feature that integrates both structured and unstructured data.
3. Open Ecosystem & Interoperability: The platform allows customers to create agent skills (reusable instructions), as well as specialized and customizable agents that can be incorporated into any AI tech stack, including Anthropic’s Claude, OpenAI’s ChatGPT, Google’s Gemini, Microsoft Copilot, and Nvidia’s NemoClaw.
Major Partnership Expansions
Adobe isn’t going it alone. Adobe is extending its commitment to an open ecosystem and expanding partnerships with Amazon Web Services (AWS), Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI, with deep interoperability for agentic orchestration across Adobe and third-party platforms.
On the agency side, agencies including Omnicom, Publicis, and WPP are standardizing on CX Enterprise to co-develop solutions for joint clients.
A notable new addition is a collaboration with NVIDIA. A new partnership with NVIDIA adds the NVIDIA OpenShell secure runtime and NVIDIA Nemotron open models to the product — a combination especially useful for regulated industries that need strong AI governance.
Why This Matters for Businesses
The launch reflects a broader shift in how large companies manage marketing and customer engagement. Adobe argues that businesses can no longer run customer experiences in separate silos as consumers move across digital channels and AI interfaces, positioning customer experience orchestration as the next stage of that market.
As Adobe’s President Anil Chakravarthy stated: “Adobe CX Enterprise enables businesses to scale agentic AI with a fully customizable solution that is tailored to the needs of their organization, moving teams beyond AI experiments to tangible business outcomes.”
Adobe said more than 20,000 global brands currently use its platform, making this upgrade immediately significant across industries worldwide.
The Bigger Picture
Consumer engagement has been fundamentally changing with the advent of AI agents, forcing a rethink by SaaS companies. Adobe is responding by shifting its approach to what it calls ‘Customer Experience Orchestration (CXO)’ — a pivot to a future defined by agents rather than software alone, where companies claim advantage based on their deep domain expertise and troves of first and third-party data.
