The news: Adobe unveiled CX Enterprise at Adobe Summit 2026 this week. The solution is an end-to-end system for managing the customer lifecycle.

• CX Enterprise connects data, creative content, and AI agents from various providers into one collaborative workflow, moving beyond standalone agentic tools and services.
• “This solution fits naturally into any environment (and is) built to work alongside tools across leading AI platforms with seamless interoperability,” said Anil Chakravarthy, president of Adobe’s customer experience orchestration business.

Adobe plans to charge for its services based on how well the AI tools work—rather than how much customers use, as its rivals do—such as when the AI agents complete full tasks, per The Information.

Zooming in: Faced with escalating competition from Canva, Anthropic, Apple, and Figma, Adobe is leaning on its leadership in the creative and branding space to provide trusted and scalable solutions for the production and marketing pipeline.

Govind Balakrishnan, senior vice president of the Adobe Express product group, told EMARKETER that nearly all Fortune 500 companies depend on tools like Adobe Express to scale their content supply chains.​​​​​​​​​​​​​​​​ That institutional trust gives Adobe a distinct enterprise advantage in brand expertise and safety.

Here’s what CX Enterprise helps solve for brands:

• Siloed customer data: Brands struggle to unify data across web, mobile, call centers, and third-party tools, leading to disjointed experiences.
• Fragmented AI tools: Separate solutions for content, journeys, and service don't talk to each other, creating more manual work instead of automation while driving up costs.
• Vendor lock-in fears: Brands and agencies investing in single solution providers might find they lack the flexibility to switch tools for different use cases. Lock-in also propagates a sameness problem in creative output.

Adobe is promoting open ecosystems through partnerships with Amazon Web Services (AWS), Anthropic, Google Cloud, IBM, Microsoft, Nvidia, and OpenAI, for agentic orchestration across Adobe and third-party platforms.

Implications for marketers: Orchestration, Adobe’s key concept at this year’s show, is becoming the next step beyond chatbots and AI agents. Its ecosystem play lets brands mix agents from different providers without rebuilding workflows.

Before chasing the next standalone solution, brands should assess where their biggest friction points lie—siloed data, disjointed agents, or rising vendor lock-in risk. Solutions like CX Enterprise offer a compelling path forward, but only if a brand’s specific needs align with open, orchestrated, and repeatable workflows.

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