New Delhi: Adobe has announced a series of new partnerships with leading agency networks, technology companies and systems integrators to accelerate enterprise adoption of agentic AI, expanding its customer experience ecosystem through new AI-powered solutions and platform integrations.
Announced at the Cannes Lions International Festival of Creativity, the collaborations position Adobe as an agentic infrastructure layer that connects creativity, marketing and artificial intelligence across models, platforms, agents and enterprise ecosystems.
Through Adobe CX Enterprise and Adobe CX Enterprise Coworker, the company aims to help brands improve performance while protecting brand integrity across the content supply chain, customer engagement and brand visibility.
The latest partnerships include collaborations with Accenture, Omnicom, Stagwell’s Code and Theory, and WPP, alongside deeper integrations with AI platforms including Anthropic and Microsoft. Together, the initiatives are designed to enable enterprises to create, activate and measure personalised customer experiences at scale.
“Agentic AI is no longer something brands experiment with, but what they run on,” said Rachel Thornton, Chief Marketing Officer, Customer Experience Orchestration, Adobe. “Through our partnerships with the world’s leading agencies and technology companies, Adobe is building for that reality, connecting paid and owned channels, embedding intelligence across platforms and helping brands define the next era of customer experience.”
As part of the expanded ecosystem, WPP is introducing a connected intelligence layer that combines paid media investments with owned customer experience data to improve marketing effectiveness and customer interactions.
Stagwell agency Code and Theory is launching the Content Operating System for Sports, a solution designed to streamline content creation, management and distribution for sports organisations by integrating fan engagement data with Adobe CX Enterprise-powered workflows.
Omnicom is introducing implementation architectures for sectors including automotive, pharmaceuticals, retail and financial services through its AI Agentic Operating Model, built on Adobe technology to help enterprises plan, create, activate and optimise campaigns and customer experiences.
Adobe has also co-developed an agentic experience orchestration framework with Accenture Song to help brands deploy AI-driven customer experiences while driving measurable business growth.
In addition to agency collaborations, Adobe is expanding the availability of its AI capabilities across enterprise platforms. Adobe recently introduced CX Enterprise Coworker and Adobe Marketing Agent across leading AI environments including Amazon Web Services, Anthropic, Google Cloud, Microsoft and OpenAI.
The company has now made Adobe CX skills and Model Context Protocol (MCP) servers generally available within Anthropic’s Claude Enterprise and Microsoft 365 Copilot, enabling enterprise customers to access Adobe’s customer experience capabilities directly from the AI platforms they already use.
Adobe said the expanded ecosystem strengthens its position as a technology partner for enterprises seeking to deploy multi-agent AI systems while maintaining governance, brand consistency and operational efficiency across customer experience workflows.
