Adobe Summit: AI agents for personalized marketing

Adobe introduces AI software for automated, personalized customer engagement: CX Enterprise to help manage customer experiences via AI agents.

Adobe has unveiled an AI system for marketing and personalized customer engagement at its Summit in Las Vegas.

(Image: Adobe)

Apr 20, 2026 at 9:11 pm CEST

3 min. read

By

André Kramer

At the Adobe Summit in Las Vegas, the software manufacturer from California introduced the AI agent system “CX Enterprise” for the Adobe Experience Platform (AEP). It is intended to advance marketing and sales with the help of AI agents.

The software is designed to help companies move away from viewing various tasks in isolation and instead connect them through artificial intelligence. This includes, for example, interacting with customers via websites, apps, email, and other touchpoints. Adobe refers to this as “Customer Experience Orchestration”.

AI agents plan campaigns

Adobe is following the strategies of other manufacturers like Salesforce and ServiceNow, talking about AI agents that are supposed to take over tasks independently – a goal that other manufacturers have not yet achieved in the promised form. The agents are intended to prepare marketing campaigns or make decisions about the next customer approach.

The agents pursue set goals and should be able to access company data for this purpose. For example, a company can specify that revenue should increase by a certain percentage through additional sales. The AI then creates a plan, combines data, target groups, and content, and implements the measures after approval.

Adobe emphasizes that humans retain control. The systems are designed to make decisions understandable and allow for interventions. Control is important so that AI with budget responsibility does not hallucinate financial damage.

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Brand identity and customer engagement

Two AI models are intended to control the work of the AI. The “Adobe Brand Intelligence System” ensures that the generated content matches the brand. It learns from existing guidelines and from feedback, corrections, and rejected drafts.

The “Adobe Engagement Intelligence System” analyzes which measure is most sensible for a customer, such as which offer or which message is likely to resonate.

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Expanded partner network

Adobe is also expanding its partner network and is working with over 30 AI providers for this purpose. These include platforms from Amazon, Google, Microsoft, and OpenAI.

The Adobe platform will be available in the future in the AI systems Amazon Quick, Google Gemini Enterprise, Microsoft 365 Copilot, ChatGPT Enterprise, Anthropic's Claude Enterprise, and IBM's watsonx Orchestrate. The goal is for companies to use Adobe functions within the AI systems they already use.

Adobe wants to respond to a problem with this: Many companies use AI systems that do not communicate with each other. The new platform is intended to reduce this fragmentation and enable a unified workflow.