At Adobe Summit 2026, Adobe introduced CX Enterprise, an agentic AI platform aimed at automating the entire customer journey—from acquisition and engagement to conversion and retention. The launch signals a shift from generative AI tools to AI systems that can execute tasks independently, helping enterprises move towards what Adobe calls a ‘modern marketing factory’ where content creation and customer experiences are managed with precision and oversight.
Shantanu Narayen and Jensen Huang in a fireside chat at Adobe Summit 2026. (Adobe)
CX Enterprise combines AI agents, reusable agent skills, and Model Context Protocol (MCP) integrations to plug into enterprise workflows. The system is powered by two core engines—Adobe Brand Intelligence, which ensures AI outputs stay consistent with brand guidelines, and Adobe Engagement Intelligence, which focuses on optimising customer lifetime value.
Click to watch the video of the summit here.
The Adobe-NVIDIA partnership
To support these agentic workflows, Adobe announced an expanded partnership with NVIDIA focused on solving complex marketing challenges. A central part of this collaboration is a cloud-native 3D Digital Twin solution for marketing. Built on NVIDIA Omniverse libraries allow brands to create virtual replicas of products that serve as a digital identity, ensuring brand consistency before generative AI is used for creative variations.
Additionally, Adobe Firefly Foundry will make use of NVIDIA’s computing and NeMo libraries. This integration allows enterprises to tune Firefly models with their proprietary assets, ensuring the resulting AI content is tailored to the brand’s specific visual identity.
What executives said
In a fireside chat, Adobe Chair and CEO Shantanu Narayen said the company’s agentic AI strategy is about shifting AI from a know-it-all assistant to a system that can reliably do work across marketing and creative workflows. By embedding agents across Creative Cloud and Experience Cloud, he said Adobe wants AI to handle everything from assembling campaigns and personalising journeys to testing variations and feeding performance data back into the system.
NVIDIA CEO Jensen Huang highlighted a broader shift in AI’s role: instead of just generating content, AI is now producing work, allowing professionals to focus more on strategy and customer engagement. He framed this as a turning point for enterprise software, arguing that agentic AI is finally valuable because it produces work that organisations would otherwise have to pay humans to complete. He added that as tools learn to understand intent and carry out multi-step tasks, professionals can spend more time on strategy, storytelling, and customer relationships, while AI runs execution in the background.
Key announcements at Adobe Summit 2026
- Beyond the core agentic architecture, Adobe Summit 2026 served as a launchpad for several integrated technologies designed to streamline the content supply chain. A primary announcement was the general availability of Adobe CX Enterprise Coworker, which coordinates multiple agents to achieve business goals by translating objectives into multi-step actions across various platforms. This tool allows teams to maintain human oversight while increasing the level of automation in daily execution.
- Adobe also introduced the Agent Skills Catalog, a library of reusable instructions that enable businesses to package specific tasks, such as reviewing performance metrics to drive content creation. This was complemented by the rollout of the Adobe Experience Platform (AEP) Agent Orchestrator, a centralised layer for building and coordinating agents across Adobe and third-party ecosystems. Furthermore, Adobe expanded its reach by bringing the Adobe Marketing Agent to external platforms, including Microsoft 365 Copilot, Google Gemini Enterprise, and ChatGPT Enterprise, ensuring that Adobe’s marketing intelligence is accessible within the tools teams already use.
An interoperable ecosystem/ Open ecosystem push
Adobe’s vision for the agentic era is based on an open architecture. Alongside NVIDIA, Adobe demonstrated interoperability for agentic orchestration across a partner ecosystem including AWS, Anthropic, Google Cloud, IBM, Microsoft, and OpenAI. By providing developer tools and MCP servers, Adobe is ensuring that CX Enterprise functionality can be integrated into the third-party tools that marketing teams use daily.
