MUMBAI: The AI race is no longer about building smarter models, it’s about making them work together. Adobe is broadening its enterprise artificial intelligence ambitions with a series of partnerships spanning global agency networks, technology providers and systems integrators, as it positions itself at the centre of the rapidly evolving agentic AI ecosystem.
The company has announced collaborations with WPP, Accenture Song, Omnicom, Stagwell’s Code and Theory, Anthropic and Microsoft, among others, to help brands create, activate and measure personalised customer experiences at scale.
At the heart of the strategy are Adobe CX Enterprise and CX Enterprise Coworker, which the company describes as an “agentic infrastructure layer” connecting AI models, platforms and intelligent agents. The offerings are designed to help organisations streamline content creation, strengthen customer engagement and safeguard brand consistency as AI becomes increasingly embedded across business operations.
Rather than treating creativity, marketing and customer experience as separate functions, Adobe is betting that combining data, content and AI-driven intelligence will allow enterprises to deliver more relevant customer interactions while improving business performance.
Among the latest initiatives, WPP is developing a connected intelligence layer that links paid media investments with owned customer experience data, creating a continuous feedback loop between advertising performance and customer engagement.
Stagwell’s Code and Theory is launching a Content Operating System for Sports, using Adobe CX Enterprise to connect fan engagement insights with content creation, management and distribution workflows.
Meanwhile, Omnicom is rolling out implementation frameworks for its AI Agentic Operating Model across industries including retail, automotive, pharmaceuticals and financial services. Built on Adobe technology, the solution is designed to support campaign planning, content creation, activation and performance optimisation.
Adobe has also partnered with Accenture Song to develop an agentic experience orchestration framework that aims to help organisations deploy AI-powered customer experiences while driving measurable business growth.
Beyond agency partnerships, Adobe is expanding its technology integrations. CX Enterprise Coworker and Adobe Marketing Agent will now work more closely with leading AI platforms, including Amazon Web Services (AWS), Anthropic, Google Cloud, Microsoft and OpenAI.
The company also announced that Adobe CX skills and Model Context Protocol (MCP) servers are now generally available within Anthropic’s Claude Enterprise and Microsoft 365 Copilot, allowing enterprise users to access Adobe’s customer experience capabilities directly inside the AI tools they already use.
Commenting on the expansion, Adobe chief marketing officer for customer experience orchestration Rachel Thornton said agentic AI is rapidly moving beyond experimentation into large-scale enterprise deployment. She added that Adobe’s growing network of partnerships is helping organisations connect paid and owned channels while embedding intelligence across platforms to shape the next generation of customer experiences.
As enterprises shift from experimenting with AI to operationalising it across marketing and customer engagement, Adobe is positioning itself less as a software provider and more as the connective tissue linking creativity, data and intelligent automation into a single enterprise ecosystem.