Adobe launches CX Enterprise to unify AI customer workflows

Adobe has launched CX Enterprise, a system designed to manage customer activity across the full lifecycle.

The product expands Adobe's push into agentic artificial intelligence for business users. It brings together AI agents, reusable agent skills and Model Context Protocol endpoints with governance and intelligence layers intended to support auditable workflows.

CX Enterprise builds on Adobe Experience Platform 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.

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.

Open Ecosystem

Alongside the launch, Adobe is widening interoperability with technology groups including Amazon, Anthropic, Google, IBM, Microsoft, NVIDIA and OpenAI. Businesses will be able to extend workflows across Adobe software and partner systems rather than confining automation to a single stack.

That approach is central to how Adobe is positioning the product. The system is intended to let companies use Adobe's customer data, content and journey tools while connecting agents to external AI platforms and workplace software already in use across organisations.

CX Enterprise includes a catalogue of agent skills, or packaged instructions that can be reused in custom workflows. Adobe's examples include asking agents to review performance metrics and feed that information into content production or customer journey planning.

Adobe is also providing developer tools that offer access to those agent skills, MCP servers and supporting infrastructure. Developers will be able to incorporate its tools into services such as Anthropic Claude, Google Gemini, Microsoft Copilot, NVIDIA NemoClaw and OpenAI ChatGPT.

Two Systems

Adobe is also introducing two intelligence systems within CX Enterprise. One is the Adobe Brand Intelligence, intended to enforce brand identity by learning not only from approved assets and written guidelines but also from review feedback, annotations and rejected material.

The second is the Adobe Engagement Intelligence System, a decisioning engine designed to help teams choose the next best offer, message or action for a customer. It is meant to optimise decisions across websites, mobile apps and email based on lifetime value and defined business goals.

Within Adobe's own applications, the company is adding new agents in areas including content supply chains, customer engagement and brand visibility. These include a Workflow Optimization Agent in Adobe Workfront and a Brand Governance Agent in Adobe Experience Manager.

The Workflow Optimization Agent is designed to coordinate tasks and automate hand-offs across teams, while the Brand Governance Agent is intended to enforce brand policies, track asset rights and manage permissions. Adobe says those features are managed through Adobe Experience Platform Agent Orchestrator to maintain output quality and governance.

Business Use

Adobe is also launching what it calls CX Enterprise Coworker, described as a set of specialised AI agents that can execute tasks against defined business goals while keeping people in control. One agent can coordinate the work of several others by converting a stated objective into a sequence of actions.

Adobe gave the example of a marketing team seeking to raise cross-sell performance by 3 per cent. In that scenario, Coworker would assemble audience segments, creative assets and performance insights, create a plan for approval, then help run the campaign and monitor results.

"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," said Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe. "This end-to-end solution fits naturally into any system, built to work alongside tools across leading AI platforms with seamless interoperability."

The launch underlines how software suppliers are competing to become the control layer for AI-driven business processes, especially in marketing, commerce and customer service. Adobe's case rests on combining the customer data and content systems it already sells to large brands with a broader framework for governing and connecting agents across internal software and external AI models.

More than 20,000 global brands use Adobe's technology, and the company describes CX Enterprise as rooted in its work across data, content and customer journeys.