Adobe unveils CX Enterprise Coworker for AI workflows

Adobe has introduced CX Enterprise Coworker, a customer experience orchestration product designed to help organisations build agentic AI workflows across Adobe and third-party systems.

The software sits within Adobe Experience Platform and works with products including Real-Time CDP, Customer Journey Analytics and Journey Optimizer. It is intended to connect data, content and decisioning across systems that are often fragmented within large organisations.

The product is aimed at marketing and customer experience teams under pressure to deliver more personalised interactions while managing complex technology estates. Adobe says it can monitor signals, suggest next actions and carry out tasks across channels with human oversight.

Open design

Built on open standards including Model Context Protocol and Agent2Agent, the product is designed to let businesses extend workflows across Adobe software, custom interfaces and external AI platforms.

Adobe says the system can operate with platforms from Amazon Web Services, Anthropic, Google Cloud, Microsoft and OpenAI. It is also working with NVIDIA to integrate the NVIDIA OpenShell secure runtime and NVIDIA Nemotron open models for customers in regulated sectors that need stronger governance controls.

The launch expands Adobe's push to embed AI agents into day-to-day marketing operations rather than treat them as separate tools. The software draws on information from Adobe applications including Real-Time CDP, Journey Optimizer, Customer Journey Analytics, Marketo Engage and Target, as well as external systems such as CRM platforms and signals from social and news sources.

Adobe says more than 20,000 brands use its customer experience products, and that Adobe Experience Platform now supports more than one trillion experiences a year across global businesses.

New products

Alongside the launch, Adobe outlined several additions to the data and decisioning layer around the new product. These include Adobe Engagement Intelligence, an expanded decisioning engine focused on customer lifetime value; Adobe Journey Optimizer Loyalty, a loyalty-focused product that supports personalised and game-style interactions; and Adobe CX Analytics, which Adobe describes as a unified insights layer across journeys, content and data.

Adobe is also extending profiles in Real-Time CDP to combine structured and unstructured data. The aim is to give customer-facing teams more context when designing and delivering interactions.

"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, Adobe.

"By synthesizing intelligence from across Adobe applications, enterprise systems, and leading AI platforms, we are closing the gap between insight and action, enabling brands to deliver one-to-one personalized experience at scale. This is what it means to put the full power of agentic intelligence to work for marketing teams," Bhambhri said.

Market focus

The announcement reflects a broader shift among software providers to package AI agents as tools that can handle sequences of tasks within business workflows. In Adobe's case, the emphasis is on customer experience operations, where marketers often work across separate systems for data management, content, analytics and campaign delivery.

By linking those systems through a single orchestration layer, Adobe is seeking to make its platform more central to enterprise marketing operations. It is also trying to address customer concerns about flexibility by emphasising interoperability with non-Adobe AI services and external technology stacks.

Adobe says CX Enterprise Coworker will be generally available in the coming months.