SAN JOSE: Adobe has launched Adobe CX Enterprise, a new agentic AI platform designed to orchestrate customer experiences across the full marketing lifecycle. The announcement came at Adobe Summit alongside expanded strategic partnerships with Nvidia and WPP, the world’s largest advertising group.
The platform addresses a shift Adobe describes as structural. Customers are increasingly discovering, evaluating, and purchasing through AI interfaces rather than traditional search and paid media.
That changes the rules for enterprise marketing. Brands can no longer rely on the same channels. The AI interface is becoming the front door to the customer relationship, and most enterprise systems were not built to operate there.
Adobe CX Enterprise is built around three domains. The content supply chain handles the creation, management, and activation of assets at scale. Customer engagement covers personalization and real-time orchestration across every channel. Brand visibility addresses the new requirement of remaining discoverable inside generative AI environments, not just search engines.
A product called CX Enterprise Coworker orchestrates downstream workflows from content creation through to activation. It closes the loop between generating an asset and deploying a personalized customer experience. Enterprises can bring in their own AI models alongside Adobe’s, the platform is explicitly model-flexible.
Nvidia is supplying the infrastructure layer. Its OpenShell runtime runs each agent inside a secure, policy-based sandbox, keeping execution governed and auditable across the marketing stack. Nvidia’s Nemotron models and Agent Toolkit power the back end. WPP contributes global media and marketing expertise as the third partner in the collaboration.
A live demo of CX Enterprise Coworker ran during the Adobe Summit day-two keynote on Tuesday. The launch positions Adobe directly in the growing market for enterprise agentic AI, alongside Anthropic’s Claude Cowork, Microsoft Copilot, and Google Gemini Agent Mode, but with a specific focus on marketing operations and customer experience orchestration rather than general workplace automation.
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