Adobe ushers in agentic AI era with CX Enterprise at Summit 2026

At Adobe Summit 2026, Adobe introduced CX Enterprise, an agentic AI platform aimed at automating the entire customer journey—from acquisition and engagement to conversion and retention. The launch signals a shift from generative AI tools to AI systems that can execute tasks independently, helping enterprises move towards what Adobe calls a ‘modern marketing factory’ where content creation and customer experiences are managed with precision and oversight.

CX Enterprise combines AI agents, reusable agent skills, and Model Context Protocol (MCP) integrations to plug into enterprise workflows.