Adobe expands AI partner network for customer experience

Adobe has expanded its partner ecosystem to support agent-based workflows for customer experience orchestration, covering more than 30 AI platforms, technology companies, agencies and system integrators.

The expansion deepens work with Amazon, Anthropic, Google, IBM, Microsoft, NVIDIA and OpenAI, alongside agencies including Dentsu, Havas, Omnicom, Publicis, Stagwell and WPP, and consulting groups such as Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC and TCS.

Adobe is framing the programme around what it calls multi-agent collaboration, as companies look to use AI tools across marketing, creative, data and customer service without creating more fragmentation between software systems. The partnerships tie into Adobe CX Enterprise, its customer experience software stack, and Adobe CX Enterprise Coworker, a set of task-focused AI agents.

Under the latest arrangements, Adobe's customer experience intelligence will be available in a range of third-party workplace products, including Anthropic Claude Enterprise in beta, Amazon Quick in beta, ChatGPT Enterprise in beta, Google Gemini Enterprise in beta, IBM watsonx Orchestrate in beta and Microsoft 365 Copilot, which is generally available.

These integrations are designed to let teams review campaign performance, target audiences and customer journeys from the tools they already use, rather than switching between separate applications. The system draws on first-party data and content from Adobe Experience Platform and can surface insights or flag issues for human review.

Adobe is also extending links within its own applications. New integrations with Acxiom, Demandbase, Genesys RainFocus, SAP and ServiceNow are intended to help users analyse data, address workflow problems and take action within a single process.

Platform Reach

Another part of the expansion focuses on developer access and agent deployment. AI agents, skills and developer tools from Adobe's software will be available within products from Amazon, Anthropic, Google, Microsoft and OpenAI, with the aim of connecting Adobe's customer experience functions directly into the environments used by marketing and creative teams.

Adobe is also working with NVIDIA to build CX Enterprise Coworker using NVIDIA Agent Toolkit software. This will allow brands to deploy customer experience intelligence on NVIDIA OpenShell, which Adobe described as a secure, policy-governed runtime that can run on premises or in the cloud.

The company is widening its partner network for Brand Concierge, its conversational AI product for product discovery, support and loyalty interactions. Partnerships with [24]7.ai, Algolia and Netomi are intended to connect Adobe and partner agents in a governed way so brands can deliver more consistent customer interactions.

As Adobe adds transaction functions to agent-based interactions, it has also signed Adyen, PayPal and Stripe to support checkout within those flows.

Agency Push

The announcement also reflects a push through agencies and system integrators, which remain central to large customer experience software roll-outs. Major agency groups are standardising on Adobe CX Enterprise and combining its AI tools with their own intellectual property and sector expertise to build offerings for joint clients.

System integrators are taking a similar approach by packaging Adobe's agent tools into industry-specific services for clients trying to modernise older technology estates. The strategy suggests Adobe is trying to embed its software through advisory and implementation partners as customers consider how to apply AI in operational settings rather than isolated pilot projects.

Amit Ahuja, Senior Vice President of Product, Customer Experience Orchestration at Adobe, said the company was trying to reduce the trade-off between AI tool choice and marketing execution. "Marketers shouldn't have to choose between their organization's AI tools and the marketing capabilities required to drive impactful outcomes, a gap we are bridging by expanding our partner ecosystem and creating highly customized integrations for Adobe CX Enterprise," he said.

He added: "We are providing businesses flexibility and choice, empowering teams to make smarter, faster decisions while maintaining enterprise-scale context, trust and governance."

The breadth of the partner list shows how software vendors are competing to become the control layer for AI agents that work across multiple business systems. For Adobe, that means tying its marketing, content and customer data products more closely to the large language model providers, workplace software groups, payment processors and service partners many corporate customers already rely on.

The expansion also highlights a wider shift in enterprise software, as suppliers move from stand-alone generative AI features to systems designed to complete tasks across departments with human oversight. Adobe said its partner integrations are intended to support that model by linking agents, skills and model context protocol servers across different tools and interfaces.

Available services now span campaign analysis, journey optimisation, customer support, loyalty interactions and payment handling, making the partner ecosystem one of the broadest Adobe has assembled around its customer experience products.