Adobe Summit 2026: Agentic orchestration for CX, creative workflows

Adobe at Adobe Summit 2026 positioned itself as an agentic customer experience platform that goes beyond its core creative and marketing tools and into more of an orchestration layer.

That customer experience orchestration approach also puts Adobe in between CIOs and chief marketers, two roles that are increasingly comingled. Adobe's message: Adobe sites in between your data and LLMs and real experiences.

At a high level, Adobe launched a bevy of customer experience tools, agentic AI agents, orchestration efforts and content supply chain. The headliner launch was Adobe CX Enterprise, which is an agentic system designed for customer experience orchestration.

Adobe CX Enterprise includes:

• Components that are governed and cover the entire customer lifecycle via Adobe Experience Manager (brand visibility), Customer Experience Platform (customer engagement) and Adobe GenStudio (content supply chain).
• AI-first workflows with Adobe AI agents and coworkers via third party agents and humans.
• An open ecosystem that includes Model Context Protocol, Skills and native integration with Anthropic, OpenAI, Google, AWS and Microsoft.
• Intelligence across brand and engagement workflows.

Each of those components of Adobe CX Enterprise have a laundry list of additions and enhancements announced at Adobe Summit. What Adobe is doing with its CX orchestration push is bringing together a stack that includes customer journeys, decisioning, loyalty, customer data platforms, content supply chain and brand visibility, which now covers answer engine optimizations and LLM and search engine optimization.

The goal is simple: Move CX, marketing and content creation from assistants that respond to prompts to orchestrated agents that automate tasks to full-fledged AI co-workers. Firefly AI Assistant is one example that served as a warm-up act for Adobe Summit.

Adobe at Adobe Summit also featured a series of big brands leveraging its platform. Dick's Sporting Goods, one of the best performing retailers, highlighted its use of Adobe for brand visibility and customer engagement. Sharpie uses Adobe for its content supply chain and uses tools such as Firefly Boards and Firefly Services as well as GenStudio for Performance Marketing.

Here's a look at the barrage of announcements from Adobe Summit.

• Adobe CX Enterprise adds two systems of intelligence including a brand intelligence system and engagement and decisioning intelligence system. CX Enterprise also features a persistent CX co-worker that is goal oriented and orchestrates other AI agents and tools.
• Firefly AI Assistant, which was announced ahead of Adobe Summit, serves as an interface where creators can describe outcomes and carry them out via Adobe's tools and applications. Constellation Research analyst Liz Miller said Firefly AI Assistant is a good example of Adobe's AI approach. "This is an example of Adobe introducing meaningful AI that is assistive and additive to any user in their context. For the novice, natural language allows you to just easily describe what you want to have happen such as straighten that out and get rid of that background. For the design pro, you can use your natural language and skills terms you have earned with that expertise," she said. See: Adobe launches Firefly AI Assistant
• Firefly Creative Production for Enterprise, a workflow builder for creative automation that integrates tools like Frame.io and Workfront.
• Brand Intelligence System, which learns from guidelines, asset performance and review and approval signals and leverages smaller models for logos, palette and compositions. The goal is to understand and deploy enterprise context.
• A set of brand visibility tools that include dual optimization for humans as well as AI agent and what Adobe calls an "experience flywheel" that takes signals and turns them into strategy, action and reach with continuous learning. Adobe also enhanced LLM Optimizer with automatic detection of content hidden from LLMs, controlled experiments to optimize citations and integration with Adobe Analytics.
• New agents including Experience Modernization Agent for site migrations and Experience Production Agent.
• Adobe CX Analytics has become an umbrella portfolio that includes Data Insights Agent, Proactive Insights, root cause analysis and LLM conversation insights and traffic measurements.
• Adobe Marketing Campaign Analytics gets a series of updates and Content Analytics adds omnichannel insights.
• Adobe CDP now enriches profiles with unstructured data, features AI-native audience workflows and an updated Audience Agent that has new skills for monitoring and auto-building new predictive models. Adobe also added deeper zero-copy integration with Snowflake, BigQuery and Databricks.
• Adobe and Nvidia are collaborating on 3D digital twins with Firefly and GenStudio. This effort is aimed at accurate product depictions.
• Adobe Marketing Agent will now extend beyond Microsoft 365 Copilot and work with ChatGPT Enterprise, Anthropic's Claude, Google Cloud's Gemini Enterprise, Amazon Q, IBM and others.

The big picture

Adobe, like other enterprise software vendors, has been under fire on the theory that LLMs will render the current crop of applications moot. See: SaaS under the microscope: How to evaluate your vendor | Anthropic vs. SaaS: A Nuanced View

For Adobe, its approach is to leverage AI to be native and become the front door for its vast portfolio of offerings. Adobe is embedded in customer experience, marketing and content workflows and is well suited to be the orchestrator of LLMs.

By launching a set of tools that broadly fall under the AI co-worker theme across CX, content, data, marketing and analytics, Adobe can meet customers where they are and attract new enterprises.

In addition, Adobe coming out of Adobe Summit appears to be able to thread the needle and appeal to CMOs as well as CIOs. CMOs get on-brand content at scale, measurement and always-on marketing via AI agents. CIOs are likely to see Adobe CX Enterprise as a more coherent architecture, a governed AI and agent layer and clear paths to an ecosystem as well as data stores.