Adobe Inc. has introduced a new enterprise platform designed to coordinate AI agents across marketing, content, and customer engagement workflows. The platform, called CX Enterprise, was unveiled at the Adobe Summit conference.
Adobe said the platform is designed to coordinate workflows across multiple enterprise systems by connecting AI agents, enterprise data, and external applications through reusable agent skills and integration endpoints, which developers can use to define and manage cross-system workflows.
CX Enterprise combines AI agents, reusable “agent skills,” and Model Context Protocol (MCP) endpoints within a governance and intelligence layer. The platform is intended to support customer lifecycle operations, including acquisition and retention, while maintaining oversight of data usage, brand standards, and compliance requirements.
Adobe said fragmented data and lack of alignment across tools were key barriers to scaling AI deployments, based on a survey of 3,000 executives conducted by the company.
43% of executives said their data quality and accessibility are adequate for AI use, according to the same report.
The platform includes agent skills and integration endpoints that Adobe said are used to define workflows across systems, with agents assigned to execute specific tasks or interact with designated data sources.
The platform builds on Adobe’s Experience Platform, which aggregates customer data and supports more than 1 trillion customer experiences annually. This data layer provides context for AI agents operating within CX Enterprise.
Adobe introduced two core systems within the platform. The Brand Intelligence System captures brand-specific inputs such as feedback, rejected assets, and annotations, and applies that context to content generation and interactions. The Engagement Intelligence System functions as a decision engine that determines actions based on customer lifetime value and predefined business objectives.
Adobe said these systems provide shared data and decision logic that can be used by multiple agents across workflows.
Sequencing workflows across multiple agents
A separate component, CX Enterprise Coworker, acts as a coordination layer for multiple agents and operates on top of these systems. It translates defined business goals into sequences of actions, including audience segmentation, content generation, and campaign monitoring, with human oversight and auditability built into the process.
Adobe said the Coworker component can sequence tasks across agents and tools based on defined objectives. In one example, the system assembles audience data, generates content assets, and tracks campaign performance as part of a coordinated workflow.
In the same survey, 78% of executives said they expect AI agents to handle at least half of customer support interactions within 18 months.
Adobe’s report also found that only 16% of organisations have deployed agentic AI for customer support, while 13% have implemented it for discovery and search use cases.
Integrating across cloud platforms and enterprise tools
Adobe said CX Enterprise is designed to extend beyond isolated AI deployments by enabling workflows that span multiple enterprise tools. The platform integrates with services from Amazon Web Services, Google Cloud, Microsoft, IBM, Nvidia, OpenAI, and Anthropic.
Adobe said these integrations allow workflows to run across cloud platforms, AI models, and enterprise applications. Industry data indicates that 75% of organisations cite data quality and integration as key challenges when scaling AI systems.
The platform also integrates with environments such as Microsoft 365 Copilot and ChatGPT Enterprise, where Adobe said its agents can access enterprise data and generate outputs within those applications.
Updates were also introduced to Adobe’s GenStudio platform, adding AI agents that automate tasks including campaign planning, content production, and workflow management. A Brand Intelligence System within GenStudio enables AI systems to adjust outputs based on feedback and approval processes.
Adobe said these agents can be applied across content workflows, including planning, production, and approval stages, with outputs adjusted based on feedback and review cycles.
Adobe reported that more than 20,000 organisations use its customer experience tools. The company also cited internal data showing that traffic from AI systems to US retail websites increased 269% year over year as of March, reflecting increased activity from AI-driven search and conversational interfaces.
The report also found that 70% of consumers expect AI-driven interactions to feel human, a requirement that applies to AI-driven customer engagement workflows.
Adobe said CX Enterprise is intended for production deployments of agent-based workflows, with governance, auditability, and integration controls included to manage execution across systems.
(Photo by Rubaitul Azad)
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