🧠 Food for thought

Implications, context, and why it matters.

Adobe’s AI agents work toward marketing goals, not single tasks

• These AI agents are built to help companies reach business targets in customer engagement.
• Marketing teams can give the system a goal such as a 3% lift in cross-sell performance 1.
• CX Enterprise Coworker gathers audience segments, creative assets and performance data, then drafts a campaign plan. It waits for human approval before launch and tracks results after that 1.
• Adobe Experience Platform (AEP), Adobe’s customer data and marketing software platform, supplies the data behind this process. The platform handles more than one trillion experiences each year across global businesses 2.

Adobe wants its platform to connect an AI marketing set of tools

• Adobe is aiming to make its platform the software layer that ties a wider AI-based marketing system together.
• Major ad agency groups using CX Enterprise as a standard include dentsu, Havas, Omnicom, Publicis, Stagwell and WPP 3.
• Adobe is also adding its tools to workplace software. Its Marketing Agent is generally available in Microsoft 365 Copilot and in beta in Amazon Q, Anthropic Claude Enterprise, ChatGPT Enterprise, Gemini Enterprise and IBM watsonx Orchestrate 3.
• Adobe is also rolling out Brand Visibility, a product meant to help companies manage how they appear when customers use AI agents or chatbots to find products and services 1.