Adobe Inc. has launched 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.
According to Adobe, the platform is designed to coordinate workflows across multiple enterprise systems by connecting AI agents, enterprise data and external applications through reusable agent capabilities and integration endpoints that allow developers to define and manage cross-system workflows.
CX Enterprise combines AI agents, reusable agent capabilities, and Model Context Protocol (MCP) endpoints within a governance and intelligence layer. The platform is designed to support customer lifecycle operations, including acquisition and retention, while keeping track of data usage, brand standards and compliance requirements.
According to a survey of 3,000 executives conducted by the company, fragmented data and a lack of alignment between tools are the main obstacles to scaling AI deployments.
According to the same report, 43% of executives said their data quality and accessibility were sufficient for AI use.
The platform includes agent capabilities and integration endpoints that Adobe says are used to define workflows across systems, with agents assigned to perform specific tasks or interact with specific data sources.
The platform is built 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 working in CX Enterprise.
Adobe has introduced two core systems within the platform. The Brand Intelligence System captures brand-specific inputs such as feedback, disapproved assets, and comments and applies this context to generate content and interactions. The Engagement Intelligence System acts as a decision engine that determines actions based on customer lifetime value and predefined business goals.
According to Adobe, 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 these systems. It translates defined business goals into action sequences, including audience segmentation, content generation and campaign monitoring, with human oversight and auditability built into the process.
According to Adobe, the Coworker component can sequence tasks across agents and tools based on defined goals. In one example, the system collects 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 companies have used agent AI for customer support, while 13% have implemented it for discovery and search use cases.
Integration across cloud platforms and enterprise tools
According to Adobe, CX Enterprise is designed to go beyond siled 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.
According to Adobe, these integrations enable workflows to run across cloud platforms, AI models and enterprise applications. Industry data shows that 75% of companies 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 corporate data and generate output within those applications.
It also rolled out updates to Adobe’s GenStudio platform, adding AI agents that automate tasks like campaign planning, content production and workflow management. A brand intelligence system in GenStudio enables AI systems to adjust results based on feedback and approval processes.
According to Adobe, these agents can be used across all content workflows, including the planning, production and approval phases, with results adjusted based on feedback and review cycles.
Adobe reported that more than 20,000 companies use its customer experience tools. The company also cited internal data showing that traffic from AI systems to U.S. retail websites increased 269% year-over-year in March, driven by 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 also applies to AI-driven customer engagement flows.
According to Adobe, CX Enterprise is intended for production deployments of agent-based workflows and includes governance, auditability and integration controls to manage execution across systems.
(Photo by Rubaitul Azad)
See also: Google releases A2UI v0.9 to standardize generative UI
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