The theme of Adobe’s flagship customer experience conference? You guessed it: agents. It's still 2026, after all.

On Monday at Adobe Summit, the company launched a slew of agentic products for marketing professionals, with the most notable announcement being Adobe CX Enterprise, an agentic AI system that businesses can use to create agentic workflows to manage the entire customer lifecycle, according to the blog post.

“Adobe CX Enterprise enables businesses to scale agentic AI with a fully customizable solution that is tailored to the needs of their organization, moving teams beyond AI experiments to tangible business outcomes,” said Anil Chakravarthy, President, Customer Experience Orchestration Business at Adobe, in the release.

In practice, Adobe CX Enterprise is meant to make it easier for organizations to deploy agentic systems that deliver personalized experiences aligned with brand guidelines while also adhering to governance principles and protocols, such as MCP. The platform features:

• New agents: These agents can streamline tasks across Adobe applications and third-party ecosystems, all easily accessible in one hub.
• Agent skills catalog: These “skills” or reusable instructions make it easier for businesses to deploy repeatable workflows
• Adobe CX Enterprise Coworker: This tool is designed to help coordinate and execute AI agents to ensure they meet business objectives through a conversational interface. It will be generally available in the upcoming months, but Adobe didn't give specifics.

On the Summit Stage, a demoer, acting as a VP of Marketing at Marriott Bonvoy, used Adobe CX Enterprise to evaluate a potential customer acquisition and engagement opportunity from the South of France, suggest a course of action, and include who to reach out to and complete the assignment.

Meanwhile, the colleague she reached out to was able to use CX Enterprise to not only surface the request but also help understand why the conversion rate was so low for travel bookings in the given area despite the traffic spike, get suggestions on how to fix the page to address the issues, and even have agents automatically redesign the landing page.

Adobe CX Enterprise is open and interoperable, allowing maximum flexibility and functionality with partners such as AWS, Anthropic, IBM, OpenAI, and more. Adobe customers already use the Adobe Experience Platform to bring together diverse data sources for insights and orchestration, and now that same platform serves as the contextual layer for the new CX Enterprise experience.

Our Deeper View

While AI agents generated a lot of buzz in the enterprise in 2025, we're still hearing so much about them a year later because many of those initiatives never fully left the pilot phase. For AI agents to be successful, it takes much more than the underlying technology, which has long been available. The challenge is finding the right ways to deploy within a business that gives it the right level of contextual data and guardrails. Adobe's CX Enterprise attempts to address both challenges by making it interoperable with other partner solutions and by making MCP and similar integrations easier to deploy.

Disclosure: Sabrina Ortiz's travel to Adobe Summit was paid by Adobe. The Deep View's coverage is editorially independent from the companies we cover.