Adobe is putting AI agents directly into marketers’ workflows, allowing brands to assign tasks to AI in much the same way they would a human team member.
The new AI Collaborators capability, announced by Adobe for its Workfront platform, is designed to move AI agents beyond individual chat windows and into governed marketing workflows, giving brands a way to delegate, review and track AI-generated work at scale.
For marketers, that could mean AI handling everything from drafting campaign copy and creating ad variations to localising content and checking brand compliance — while humans retain oversight and final approval.
Adobe said the technology is intended to address a growing problem for marketing teams: AI agents are already being used across organisations, but much of that activity happens in isolation, disconnected from broader workflows and invisible to the rest of the team.
AI Collaborators instead act as permissioned users within Workfront, allowing an AI agent to be assigned work, receive the relevant project context and return its output directly into the workflow for human review.
Adobe said the system can automatically package up the information an agent needs, including a task description, campaign brief, messaging rules, brand voice and competitive analysis.
The result, it said, is a more controlled way for enterprises to operationalise “agentic” AI without relying on individual employees to know how to prompt an AI effectively.
In one example, an AI Collaborator connected to a copywriting agent can take a landing-page request and produce an on-brand draft using the project’s brief, brand guidelines and messaging pillars.
Rather than replacing the copywriter, Adobe said the technology allows them to start with a developed draft and focus their time on craft, judgement and refinement.
Another use case involves localisation at scale. An approved piece of content can be automatically adapted across markets, with regional reviewers checking each version for nuance, brand fit and compliance before signing off.
AI Collaborators can also transform a campaign brief into multiple LinkedIn ad variations through a connection with an AI writing agent.
Brand compliance is another major application, with AI Collaborators able to review content against brand requirements before it reaches human approvers.
Adobe said that, when powered by its Brand Intelligence technology, the system can go beyond written guidelines to understand how a brand actually appears in market, learning from real approvals, rejections and feedback.
And Adobe is already using the technology internally.
The company’s global marketing team is building AI Collaborators to automatically generate channel-specific image renditions when hero assets enter a project, draft pages in Adobe Experience Manager and coordinate event-promotion handoffs between teams.
Adobe is positioning the technology less as a replacement for marketing teams and more as a way of increasing the amount of work those teams can handle.
The company said AI Collaborators are permissioned, meaning agents only have access to information tied to their role; visible, with their work posted into Workfront rather than disappearing into a private chat; repeatable, with the same context and instructions applied each time; and auditable, with activity logged throughout the process.
