Adobe helps brands orchestrate marketing and customer experiences with an AI coworker that automates workflows and improves outcomes.
Adobe has announced the general availability of CX Enterprise Coworker, an agentic AI solution designed to help organisations automate marketing and customer experience workflows while improving business outcomes. The offering acts as a central intelligence layer that coordinates data, content, analytics, and customer journey orchestration across Adobe and third-party applications.
According to Adobe, the solution helps businesses move beyond AI experimentation by enabling teams to execute customer acquisition, engagement, and retention initiatives through AI-powered workflow orchestration. The platform synthesises insights from multiple systems while coordinating AI agents across marketing, analytics, content creation, and customer experience functions.
“Many organisations are struggling to translate AI adoption into measurable business results. CX Enterprise Coworker was built to help teams deliver better outcomes, reshaping workflows with agentic AI that is grounded in brand, customer and channel intelligence,” said Anjul Bhambhri, Senior Vice President of Engineering, Customer Experience Orchestration, Adobe.
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Automating Marketing and Customer Experience Workflows
Adobe said CX Enterprise Coworker can support a range of customer experience use cases, including marketing campaign creation, customer engagement optimisation, and marketing operations management.
For campaign execution, the platform can identify target audiences, generate on-brand content, build customer journeys, and coordinate campaign workflows based on business objectives such as engagement or conversion. Teams remain responsible for reviewing and approving recommendations before deployment.
The solution can also continuously monitor customer interactions across channels, analyse performance signals, and recommend actions designed to improve engagement, retention, and conversion outcomes.
Supporting Customer Experience Orchestration
Adobe noted that organisations often struggle with fragmented workflows, lengthy review cycles, and disconnected customer data. CX Enterprise Coworker is designed to simplify these processes by coordinating activities across departments while maintaining governance and compliance controls.
The platform automatically incorporates brand guidelines, consent requirements, permissions, and data policies into workflows, helping organisations maintain consistency while accelerating execution.
Built on open standards, including the Model Context Protocol (MCP) and Agent-to-Agent (A2A) frameworks, the solution can operate across Adobe applications and third-party platforms from providers such as Amazon Web Services, Anthropic, Google Cloud, Microsoft, and OpenAI.
The launch forms part of Adobe’s broader CX Enterprise strategy, which aims to help organisations manage the full customer lifecycle through agentic AI, from customer acquisition and engagement to conversion, loyalty, and retention.
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