Adobe expands AI partnerships with agencies & Microsoft

Adobe has announced new artificial intelligence partnerships with agency groups and technology providers, extending its customer experience software into third-party AI environments.

The latest agreements cover Accenture, Omnicom, Stagwell's Code and Theory, WPP, Anthropic and Microsoft. Adobe is positioning the partnerships around its CX Enterprise software and CX Enterprise Coworker tools, which are intended to help large organisations manage content, customer engagement and brand controls across multiple systems.

Rachel Thornton, chief marketing officer, customer experience orchestration at Adobe, outlined the company's view of how businesses are using the technology.

"Agentic AI is no longer something brands experiment with, but what they run on," Thornton said. "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."

The announcement reflects a wider push by software groups to secure a place in the emerging market for AI agents, designed to carry out tasks across applications with less direct user input. For Adobe, that means linking its marketing, content and data products with the systems used by advertisers, consulting firms and workplace software providers.

Agency links

Several partnerships involve large agency networks building services on top of Adobe's technology. WPP is introducing what Adobe described as a connected intelligence layer that combines paid media spending data with customer experience data from owned channels, aiming to give marketers a continuous feedback loop on customer interactions and media investment.

Stagwell agency Code and Theory is launching a product called the Content Operating System for Sports. The system is designed to streamline the creation, management and distribution of content for sports organisations, while linking fan engagement data to content workflows through Adobe CX Enterprise.

Omnicom is also expanding its work with Adobe through implementation architectures for sectors including automotive, pharmaceuticals, retail and financial services. The companies said those architectures sit within Omnicom's AI Agentic Operating Model, which uses Adobe technology for campaign planning, content creation, activation and optimisation.

Accenture Song has co-developed what the companies called an agentic experience orchestration framework with Adobe. The framework is intended to help brands organise AI-driven customer experiences across channels and connect those activities to commercial growth measures.

Workplace tools

Adobe is also extending its software into external AI platforms used by enterprise customers. Adobe CX skills and Model Context Protocol servers are now generally available in Anthropic's Claude Enterprise and Microsoft 365 Copilot, giving users access to Adobe customer experience tools inside AI environments already used for work tasks and collaboration.

Adobe recently made CX Enterprise Coworker and Adobe Marketing Agent available across major AI platforms including Amazon Web Services, Anthropic, Google Cloud, Microsoft and OpenAI. The latest integrations deepen that approach by placing Adobe functions directly inside third-party assistants rather than limiting access to Adobe's own applications.

That matters because enterprise software groups are racing to define how AI agents will interact across business systems. Adobe's strategy appears to be to act as a coordinating layer between creative production, marketing operations and external AI services, while emphasising governance and brand oversight for large customers.

Competitive push

Adobe framed the announcement as part of a broader effort to tie together creativity, marketing and AI. In practice, the partnerships give the company a route into consulting-led projects and agency-managed campaigns, where buying decisions are often influenced as much by systems integrators and holding companies as by in-house technology teams.

For agency groups, the arrangements offer a way to package AI services for clients using familiar creative and marketing software. They also suggest that the next phase of AI adoption in advertising and customer experience may depend less on standalone models and more on how tools connect with existing data, workflows and measurement systems.

Adobe said the integrations are intended to let teams work across agents, skills and Model Context Protocol servers without losing control of governance and brand integrity. Those issues have become central for large companies adopting generative AI, particularly in regulated industries and high-volume consumer marketing.

The new agreements also show how software providers are seeking tighter links with both workplace AI assistants and agency service models. Rather than building every function in-house, Adobe is relying on a partner network to extend the reach of its customer experience products into planning, content operations and performance analysis.