Adobe has introduced a new AI system designed to act as an always-on “coworker” for marketing and customer experience teams, as it deepens its push into agentic AI and automated enterprise workflows.
Announced during the Adobe Summit in Las Vegas, the new CX Enterprise Coworker is positioned as an orchestration layer that connects fragmented data, content and decisioning systems to help organisations deliver personalised customer experiences at scale.
The launch reflects a wider challenge facing large enterprises: marketing and customer experience teams are being asked to deliver more personalised, real-time content across more channels, but are often constrained by siloed systems, disconnected data and complex approval workflows.
Rather than functioning as a standalone product, CX Enterprise Coworker sits across Adobe’s customer experience ecosystem and is embedded into the Adobe Experience Platform (AEP) and its applications, including Real-Time CDP, Customer Journey Analytics and Journey Optimiser.
The system uses AI agents to coordinate workflows based on defined business goals. It can monitor customer signals, recommend next-best actions and execute experiences across channels in real time, with human oversight built in.
“Adobe CX Enterprise Coworker will be the next step for businesses that are retooling marketing workflows to help teams take advantage of agentic AI technology,” said Anjul Bhambhri, senior vice president of engineering, Customer Experience Orchestration at Adobe. “By synthesising intelligence from across Adobe applications, enterprise systems and leading AI platforms, we are closing the gap between insight and action.”
Adobe says the shift is intended to move organisations away from traditional campaign-based execution toward continuous, always-on engagement — where customer experiences are constantly updated based on live behavioural and operational data.
The system is built on open standards, including Model Context Protocol (MCP) and Agent2Agent (A2A), allowing it to operate across different AI environments and enterprise systems. Adobe says CX Enterprise Coworker can run within its own ecosystem but also integrate with external platforms from Amason Web Services, Microsoft, Google Cloud, OpenAI and Anthropic.
This interoperability is designed to give enterprises more flexibility in how they deploy AI agents across their existing technology stacks, while maintaining governance, control and compliance.
A key focus of the launch is unifying customer intelligence across previously disconnected systems. CX Enterprise Coworker draws on structured and unstructured data from Adobe’s ecosystem, including CRM systems, customer journey data, content performance insights and external signals such as social media and news.
To support this, Adobe is introducing several new intelligence capabilities that extend the CX Enterprise Coworker framework.
Adobe Engagement Intelligence is a new decisioning engine designed to optimise experiences based on customer lifetime value, while Adobe Journey Optimiser Loyalty enables personalised, gamified loyalty experiences across customer touchpoints.
Adobe is also expanding CX Analytics, a unified insights layer that connects journeys, content and customer data across channels, including emerging AI-powered interfaces. In parallel, the company is enhancing its Real-Time CDP profiles to incorporate both structured and unstructured data, giving AI systems richer context for personalisation.
Together, these systems are intended to give CX Enterprise Coworker a more complete and adaptive understanding of customers, enabling more precise targeting and faster optimisation of experiences.
Adobe says more than 20,000 global brands already use its Experience Platform, which processes over one trillion customer experiences annually, as enterprises increasingly shift toward real-time, data-driven engagement.
The company is also positioning CX Enterprise Coworker as part of a broader move toward multi-platform AI ecosystems. It is designed to operate across Adobe applications as well as third-party AI systems and custom enterprise environments.
Adobe has partnered with NVIDIA to integrate secure runtime capabilities and open AI models, combining governance infrastructure with orchestration tools. The companies say this is particularly important for regulated industries that require strict controls around data and AI-driven decision-making.
CX Enterprise Coworker is expected to be generally available in the coming months.
