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Adobe has announced a series of new AI agents aimed at helping enterprise customers automate digital marketing and other operational functions, according to the Wall Street Journal (WSJ). The company unveiled the initiative as it opened its annual conference on digital marketing and customer experience in Las Vegas.
The centerpiece of Adobe’s strategy is its CX Enterprise platform, designed to help businesses improve customer interactions, drive sales, and increase loyalty. Adobe CEO Shantanu Narayen said the shift toward AI is already changing the software industry, adding: “AI-first applications will appear more frequently, and business models will certainly change.”
In addition to CX Enterprise, Adobe introduced an AI assistant called CX Enterprise Coworker. The assistant is described as being able to automatically perform complex tasks, including data synthesis and building and deploying marketing plans by coordinating multiple AI agents.
Adobe also said it has built partnerships with more than 30 AI companies and platforms, including Amazon Web Services, Microsoft, Nvidia, OpenAI, and Anthropic. Adobe characterized these partners as providing the infrastructure and “operating system” for AI models, while Adobe’s applications would leverage and monetize that capability.
Narayen said: “The token usage will come from our applications.”
Adobe’s announcement comes amid intensifying competition from AI rivals such as OpenAI and Anthropic, which investors have linked to a sharp decline in valuations for software and data stocks. Adobe’s stock has fallen about 30% year-to-date.
Despite the market pressure, Adobe reported that quarterly revenue grew 12% to USD 6.4 billion.
The company’s strategy was also discussed alongside a leadership change. Narayen said he would step down as CEO after 18 years in the role, prompting mixed views from analysts about Adobe’s future direction.
Under the transition plan, Narayen will continue as chairman of the board and will participate in selecting a successor with independent director Frank Calderoni.
Narayen said: “The AI is the most exciting technology transition I have ever witnessed. You must continually reinvent yourself. This is an opportunity for the next generation of leadership to leave a mark and take Adobe further into the AI era.”
Experts noted that while AI could significantly reshape the software industry, large enterprises are unlikely to abandon existing systems quickly. They said providers such as Adobe may retain an advantage by owning and managing core business data, which is difficult to replace in the near term.
Analysts also said the new announcements position Adobe’s AI products for complex enterprise environments that require governance and control—an approach that differs from many consumer-oriented AI tools.
Adobe is not alone in pursuing similar strategies. Competitors including Canva and Anthropic have continued to roll out new AI products, adding pressure in a market forecast to be worth hundreds of billions of dollars.
Source: WSJ
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