What is Adobe's new CX Enterprise AI system?

Adobe used its annual Summit conference in Las Vegas on April 20, 2026 to announce a significant expansion of its agentic AI ecosystem, bringing technology companies, agencies and system integrators into a unified platform designed to orchestrate customer experience at enterprise scale.

At the centre of the announcement is Adobe CX Enterprise, a new end-to-end agentic AI system that consolidates how businesses manage their customer lifecycle, from data and content to journey orchestration and campaign performance.

According to the press release, over 20,000 global brands currently build on Adobe's platform, and CX Enterprise is positioned as the agentic layer that sits on top of that existing infrastructure, making agents reliable, auditable and context-aware rather than isolated tools.

The most immediately deployable part of the announcement is Adobe Marketing Agent, which is now generally available inside Microsoft 365 Copilot.

The agent is simultaneously in beta across Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise and IBM watsonx Orchestrate, meaning Adobe is placing its customer experience intelligence inside every major enterprise AI platform simultaneously rather than betting on a single distribution channel.

The agent is grounded in first-party data from Adobe Experience Platform and is designed to surface actionable insights, flag issues for human oversight and optimize journeys without requiring teams to leave the platforms they already use, according to the press release.

"Marketers shouldn't have to choose between their organisation's AI tools and the marketing capabilities required to drive impactful outcomes," said Amit Ahuja, SVP of Product, Customer Experience Orchestration at Adobe. "We are providing businesses flexibility and choice, empowering teams to make smarter, faster decisions while maintaining enterprise-scale context, trust and governance."

Adobe is building its CX Enterprise Coworker in partnership with NVIDIA, using NVIDIA Agent Toolkit software on NVIDIA's policy-governed runtime OpenShell.

The runtime is available on-premises or in the cloud, addressing enterprise requirements around data sovereignty and security that have slowed agentic AI adoption in regulated industries, according to the press release.

Additional integrations with Acxiom, Demandbase, Genesys, RainFocus, SAP and ServiceNow will allow teams to analyse data, resolve workflow issues and take action within a single continuous flow.

Payment infrastructure partnerships with Adyen, PayPal and Stripe extend those workflows into transaction-capable interactions, while [24]7.ai, Algolia and Netomi expand Adobe's Brand Concierge solution across product discovery, search, support and loyalty touchpoints.

The go-to-market structure of the announcement reflects how Adobe expects CX Enterprise to reach the enterprise market at scale. Six major agency holding companies including dentsu, Havas, Omnicom, Publicis, Stagwell and WPP, are standardising on CX Enterprise, developing differentiated solutions for joint clients using Adobe's capabilities alongside their own IP.

System integrators including Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC and TCS are packaging agentic solutions for specific industry verticals.

Adobe is embedding its customer experience intelligence into the tools, agencies and integrators that enterprises already rely on, and connecting them through Model Context Protocol servers to enable multi-agent coordination across the stack.