# Adobe is betting big on agentic AI to redefine how brands manage customer journeys.

*genai · news · 2026-04-21 · Marketing Interactive*

## Key points

- Adobe CX Enterprise introduces agentic AI agents embedded across workflows for end-to-end customer lifecycle management.
- The system features Adobe Brand Intelligence and Engagement Intelligence engines for brand alignment and lifetime value optimisation.
- Adobe Experience Platform Agent Orchestrator allows businesses to build and coordinate AI agents across Adobe and third-party ecosystems.
- CX Enterprise Coworker translates business goals into coordinated, multi-step execution across marketing and engagement agents.

**Companies:** Adobe, Amazon Web Services, Google Cloud, IBM, Microsoft, NVIDIA, OpenAI, Canva

[Read the full story on Marketing Interactive](https://www.marketing-interactive.com/adobe-pushes-into-agentic-ai-era-with-new-customer-experience-orchestration-system)

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Canonical: https://newsio.io/n/6e24423f-b97b-4113-bd2b-2c7c1682dcc7/adobe-is-betting-big-on-agentic-ai-to-redefine-how-brands-manage-customer-journe
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