Adobe dropped a raft of major product announcements at its annual Summit in Las Vegas.
Unsurprisingly, agentic AI was at the core of the new capabilities.
In the first Adobe Summit since the announcement that CEO Shantanu Narayen was stepping down, Adobe’s five announcements laid out a vision for customer experience orchestration that spans AI coworkers, partner integrations, brand-safe content pipelines, and a solution to a problem most CX leaders haven’t fully solved yet: how to show up accurately when an AI agent is doing the searching on a customer’s behalf.
Here are the five announcements CX teams should know about:
1. CX Enterprise: Adobe’s Answer to the Agentic Era
The headline act was the unveiling of Adobe CX Enterprise, an end-to-end agentic AI system designed to manage the full customer lifecycle – from prospect acquisition to long-term loyalty – within a single, composable framework.
It brings together AI agents, agent skills, and Model Context Protocol (MCP) endpoints under a shared intelligence and governance layer, with the aim of moving businesses past isolated AI experiments toward connected, auditable workflows.
CX Enterprise is designed to work alongside tools from Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI, meaning businesses aren’t being asked to tear down their existing tech stack to get value from it.
In discussing the announcement, Anil Chakravarthy, President of Customer Experience Orchestration Business at Adobe, said:
“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.”
2. Meet the CX Enterprise Coworker
Embedded within CX Enterprise is the product most likely to generate discussion in CX circles: the Adobe CX Enterprise Coworker.
Positioned as an orchestrator rather than a point solution, it can monitor signals, recommend next-best actions, and execute experiences across channels in real time, with humans kept in the loop throughout.
Adobe offered a specific example to make it tangible, detailing how a team targeting a 3% lift in cross-sell performance can task CX Enterprise Coworker with pulling together the right audience segments, creative assets, and performance data.
It builds a plan, waits for sign-off, runs the campaign, and tracks results against the original goal – drawing on Real-Time CDP, Customer Journey Analytics, and Journey Optimizer as its intelligence layer.
According to Anjul Bhambhri, SVP of Engineering for Customer Experience Orchestration at Adobe, “by synthesizing intelligence from across Adobe applications, enterprise systems, and leading AI platforms, we are closing the gap between insight and action, enabling brands to deliver one-to-one personalized experience at scale.”
General availability is expected in the coming months.
3. A Partner Ecosystem Built for the Full Customer Journey
The partner ecosystem news carries some of the most pointed headlines for contact center professionals.
Adobe confirmed that its Marketing Agent is now generally available in Microsoft 365 Copilot and in beta across Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise, and IBM watsonx Orchestrate.
The contact center angle gets sharper with the expansion of Adobe Brand Concierge – its AI-powered conversational solution – through new partnerships with [24]7.ai, Algolia, and Netomi.
The goal is governed, consistent agentic experiences across product discovery, search, support, and loyalty touchpoints. Adobe also confirmed a new integration with Genesys within Adobe applications, enabling teams to analyze data and take action without switching platforms.
Payment partnerships with Adyen, PayPal, and Stripe will also bring checkout capabilities directly into agent-powered conversations.
4. Brand Visibility: A Problem Adobe Is Naming Out Loud
One of the more forward-looking announcements at Summit was Adobe’s brand visibility solution, which addresses something most CX leaders are starting to feel but don’t yet have a clean answer for: AI-powered browsers and chatbots are rapidly becoming the first point of contact between brands and their customers.
Adobe’s own data highlighted the urgency of the situation, revealing that AI traffic to U.S. retail sites climbed 269% year-over-year in March 2026.
“There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason,” said Loni Stark, Vice President of Strategy and Product at Adobe.
“For decades, brands have managed content, but now they also need to manage context.”
The solution expands Adobe Experience Manager with a contextual layer for AI agents, while Adobe LLM Optimizer and enhancements to Adobe Commerce help brands understand and improve how they appear across AI-driven discovery surfaces.
Brand Concierge also receives updates that bring real-time product details and checkout into conversational customer experiences.
5. Brand Intelligence and GenStudio: Content That Actually Knows the Brand
Rounding out the Summit announcements is Adobe Brand Intelligence, a new addition to the GenStudio content supply chain.
The concept moves beyond static brand guidelines into something that learns continuously – absorbing review cycle feedback, rejections, and approvals to build an evolving picture of what on-brand looks like in practice.
That intelligence is then accessible to AI agents, enabling faster content production with less risk of something going out the door that shouldn’t.
Further GenStudio updates include new collaboration agents within Adobe Workfront, an enhanced campaign brief creation canvas, and support for ChatGPT Ads in GenStudio for Performance Marketing – effectively extending the content supply chain into conversational advertising.
