Adobe expands agency and AI partnerships
The company said the latest integrations strengthen its role as a technology partner for agencies and brands seeking to manage customer experiences across multiple channels while maintaining governance and brand consistency.
Adobe has announced a series of partnerships and integrations with agency networks, technology companies and systems integrators aimed at helping brands create, activate and measure personalised customer experiences at scale.
The announcement, made at Cannes Lions, centres on Adobe CX Enterprise and CX Enterprise Coworker, which the company says are designed to support content creation, customer engagement and brand governance in increasingly AI-driven marketing environments.
Focus on agentic AI and customer experience
Adobe positions its platform as an infrastructure layer connecting AI models, agents and enterprise systems, bringing together creative, marketing and customer experience functions.
The company said the latest integrations strengthen its role as a technology partner for agencies and brands seeking to manage customer experiences across multiple channels while maintaining governance and brand consistency.
Rachel Thornton, Chief Marketing Officer, Customer Experience Orchestration, Adobe: "Agentic AI is no longer something brands experiment with, but what they run on. 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.”
Agency partners introduce new solutions
Several agency groups used Cannes Lions to unveil solutions built on Adobe technology.
WPP announced a connected intelligence layer designed to link paid media investment with owned customer experience data, creating a feedback loop between customer interactions and marketing performance.
Stagwell agency Code and Theory introduced the Content Operating System for Sports, a platform that connects fan engagement data with content creation, management and distribution workflows powered by Adobe CX Enterprise.
Omnicom and Accenture expand Adobe deployments
Omnicom unveiled implementation architectures for its AI Agentic Operating Model across sectors including automotive, pharmaceuticals, retail and financial services. The solution uses Adobe technology to support campaign planning, content creation, activation and optimisation.
Adobe and Accenture Song have also developed an agentic experience orchestration framework intended to help brands deploy AI-powered customer experiences at scale while measuring business impact.
The initiatives form part of a broader effort by agencies and enterprise partners to integrate AI into customer experience and marketing operations.
Adobe extends AI platform integrations
Adobe also announced wider availability of its customer experience capabilities across major AI platforms and enterprise environments.
The company recently made CX Enterprise Coworker and Adobe Marketing Agent available through platforms including Amazon Web Services, Anthropic, Google Cloud, Microsoft and OpenAI.
Adobe's CX skills and Model Context Protocol servers are now generally available in Anthropic's Claude Enterprise and Microsoft 365 Copilot environments, giving enterprise users access to Adobe's customer experience tools within the AI platforms they already use.
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