Adobe Expands Agentic AI Ecosystem with Agency and Tech Partnerships — Adobe Inc.

Event summary

Adobe announced new partnerships with Accenture, Omnicom, Stagwell’s Code and Theory, and WPP to deploy its content, data, and AI platforms for transforming customer experiences at scale.
WPP launched a connected intelligence layer unifying paid media spend with owned customer experience data using Adobe technology.
Stagwell agency Code and Theory introduced the Content Operating System for Sports, integrating fan engagement data with Adobe CX Enterprise.
Omnicom unveiled its AI Agentic Operating Model, an enterprise solution powered by Adobe technology for campaign optimization across multiple industries.
Adobe’s CX skills and MCP servers are now generally available in Anthropic’s Claude Enterprise and Microsoft 365 Copilot Cowork.

The big picture

Adobe is positioning itself as the central infrastructure layer for agentic AI, connecting creativity, marketing, and AI across platforms. The partnerships with leading agencies and technology companies underscore a broader industry shift towards AI-driven customer experience management. Adobe’s strategy aims to unify paid and owned channels, embedding intelligence across platforms to define the next era of customer engagement.

What we're watching

Ecosystem Integration: How Adobe’s partnerships will affect the pace of agentic AI adoption across industries.
Competitive Positioning: Whether Adobe can sustain its lead in the agentic AI infrastructure layer amid rising competition.
Execution Risk: The challenges of maintaining brand integrity and governance across multi-agent collaborations.