Adobe has significantly expanded its artificial intelligence strategy by forging a new round of alliances with global technology companies, agency networks and consulting firms, a move aimed at accelerating enterprise adoption of agentic AI and redefining how brands connect with customers.

The latest initiative marks a broader shift in Adobe’s enterprise ambitions as the company deepens collaboration across the marketing, technology and customer experience ecosystem.

By bringing together industry leaders such as WPP, Accenture Song, Omnicom, Stagwell’s Code and Theory, Anthropic and Microsoft, Adobe is creating an integrated AI environment that enables organisations to deliver faster, smarter and more personalised customer experiences.

At the centre of the strategy are Adobe’s CX Enterprise and CX Enterprise Coworker platforms, which now serve as the operational foundation for businesses seeking to embed intelligent AI agents across marketing, content creation and customer engagement functions.

Rather than operating as isolated applications, the platforms enable organisations to unify customer data, creative assets and AI-driven insights into a single workflow that improves efficiency while protecting brand integrity.

Furthermore, Adobe believes the strengthened partner ecosystem will help organisations move beyond fragmented marketing operations by connecting creativity with real-time intelligence, allowing businesses to optimise campaigns, personalise consumer interactions and generate measurable commercial outcomes.

As part of the expanded collaboration, WPP is introducing an intelligent data layer that links paid media investments with first-party customer experience data.

This approach will enable brands to continuously refine campaigns using live customer feedback while improving marketing performance across owned and paid channels.

Meanwhile, Stagwell’s Code and Theory is rolling out a dedicated Content Operating System for Sports, a platform designed to combine audience intelligence with AI-powered content creation, management and distribution. The solution is expected to help sports organisations create richer fan experiences while simplifying content operations.

At the same time, Omnicom is deploying new AI-powered operating architectures across sectors including retail, automotive, pharmaceuticals and financial services.

Leveraging Adobe’s technology, the initiative will support campaign planning, creative production, activation and ongoing optimisation through a more intelligent marketing workflow.

In another key development, Accenture Song has partnered with Adobe to introduce an agentic experience orchestration framework that allows organisations to coordinate AI-enabled customer journeys while improving operational agility and accelerating business growth.

Beyond agency partnerships, Adobe has also widened the reach of its AI ecosystem by extending CX Enterprise Coworker and Adobe Marketing Agent integrations across leading AI platforms, including Amazon Web Services, Anthropic, Google Cloud, Microsoft, OpenAI and other enterprise technology providers.

Additionally, the company announced that its CX Skills and Model Context Protocol (MCP) servers are now generally available through Anthropic’s Claude Enterprise and Microsoft 365 Copilot.

As a result, enterprise users can access Adobe’s customer experience capabilities directly within the AI applications they already rely on, creating a more seamless and productive workflow.

Speaking on the expansion, Rachel Thornton, Chief Marketing Officer for Customer Experience Orchestration at Adobe, said businesses have moved beyond simply testing agentic AI and are now integrating it into everyday operations.

According to her, organisations increasingly require connected AI ecosystems that unify customer data, paid and owned media, and intelligent automation to deliver stronger customer relationships and better business outcomes.

With the latest wave of partnerships and technology integrations, Adobe is further positioning itself as a strategic enterprise AI partner, helping organisations combine creativity, marketing intelligence and automation into a unified platform capable of driving the next generation of digital customer experiences.