Adobe has announced a major expansion of its global partner ecosystem, describing its agentic AI platform as being a central operating layer for customer experience orchestration.
Announced at Adobe Summit in Las Vegas, the move is designed to reduce fragmentation in how businesses deploy artificial intelligence, enabling brands to connect multiple AI agents, tools and workflows into a single, interoperable system that operates across marketing, content and customer engagement functions.
At the centre of the strategy is Adobe CX Enterprise, the company’s new end-to-end agentic AI system that allows organisations to automate and coordinate customer experience workflows across the entire lifecycle—from acquisition and conversion through to retention and loyalty. Adobe says the platform is already grounded in usage across more than 20,000 global brands.
The company is expanding integrations with major AI and cloud providers including Amazon Web Services, Microsoft, Google Cloud, IBM, NVIDIA, OpenAI and Anthropic, allowing businesses to run Adobe-powered agent workflows across a wider range of platforms and environments.
Adobe is also deepening ties with major global agency networks including dentsu, Havas, Omnicom, Publicis, Stagwell and WPP, alongside system integrators such as Accenture, Capgemini, Deloitte Digital, EY, IBM, Infosys, PwC and TCS. These partners will embed Adobe’s agentic capabilities into client offerings spanning customer engagement, content supply chains and brand visibility.
Adobe’s strategy reflects a broader industry shift toward what it calls “multi-agent collaboration”, where different AI systems handle discrete tasks but operate within a governed, connected framework. The company argues that as enterprises adopt multiple AI models and platforms, the challenge is no longer access to intelligence – but coordination.
“Marketers shouldn’t have to choose between their organisation’s AI tools and the marketing capabilities required to drive impactful outcomes,” said Amit Ahuja, senior vice president of product for Customer Experience Orchestration at Adobe. “We are bridging that gap by expanding our partner ecosystem and creating highly customised integrations for CX Enterprise.”
A key pillar of the rollout is Adobe’s push to embed its marketing intelligence directly into the tools employees already use. The Adobe Marketing Agent is now available in Microsoft 365 Copilot and in beta across platforms including Amazon Quick, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise and IBM watsonx Orchestrate. The agent draws on Adobe Experience Platform data to surface insights, flag issues and support decision-making in real time.
Adobe says its approach is designed to remove friction from workflows by reducing the need for constant tool-switching. Instead, AI-driven insights and actions are delivered directly within enterprise environments, allowing teams to respond to performance data and customer signals as they emerge.
The company is also working with NVIDIA to build its CX Enterprise Coworker using NVIDIA Agent Toolkit software, enabling deployment across secure, policy-governed environments either on-premises or in the cloud. Meanwhile, integrations with partners such as SAP, ServiceNow, Genesys and RainFocus are intended to streamline internal workflows by connecting data analysis, issue resolution and execution in a single flow.
Beyond marketing operations, Adobe is extending its ecosystem into customer-facing commerce experiences.
Partnerships with Adyen, PayPal and Stripe aim to support seamless transaction capabilities within AI-driven interactions, while conversational commerce tools developed with companies such as Algolia, Netomi and [24]7.ai will underpin its Brand Concierge offering, designed to unify discovery, support and loyalty journeys.
Industry agencies are increasingly positioning Adobe’s platform as a foundation for new client offerings rather than just a production tool, combining their own creative and strategic expertise with Adobe’s automation layer to deliver more outcome-driven campaigns.
System integrators are also expected to play a major role in scaling adoption, packaging Adobe’s agentic capabilities into industry-specific solutions that modernise enterprise marketing stacks and shorten deployment timelines.
