Adobe expands agentic AI ecosystem with new partnerships across WPP, Accenture, Omnicom and Stagwell

Adobe has unveiled a series of new partnerships and AI-powered integrations aimed at accelerating enterprise adoption of agentic AI, strengthening its position as a platform connecting creativity, marketing and customer experience technologies.The initiative brings together major agency networks, technology providers and systems integrators, including WPP, Accenture Song, Omnicom, Stagwell's Code and Theory, Anthropic and Microsoft, to help brands create, activate and measure personalized customer experiences at scale.Positioning itself as the "agentic infrastructure layer" across AI models, platforms and agents, Adobe said its CX Enterprise and CX Enterprise Coworker offerings are designed to help organisations improve customer engagement, streamline content supply chains and protect brand integrity in increasingly automated environments.According to Adobe, the latest collaborations will enable enterprises to combine data, content and AI-driven intelligence to deliver more effective customer experiences while improving business outcomes.Among the new initiatives, WPP is launching a connected intelligence layer that links paid media spending with owned customer experience data, helping brands create a continuous feedback loop between marketing investments and customer interactions.Stagwell agency Code and Theory is introducing a Content Operating System for Sports, a solution that connects fan engagement data with content creation, management and distribution workflows powered by Adobe CX Enterprise.Meanwhile, Omnicom is rolling out implementation architectures for its AI Agentic Operating Model across sectors including retail, automotive, pharmaceuticals and financial services. The solution leverages Adobe technology to support campaign planning, content creation, activation and optimisation.Adobe and Accenture Song have also jointly developed an agentic experience orchestration framework designed to help brands deliver AI-powered customer experiences at scale while driving measurable business growth.On the technology front, Adobe announced broader integrations for CX Enterprise Coworker and Adobe Marketing Agent across leading AI platforms, including Amazon Web Services (AWS), Anthropic, Google Cloud, Microsoft and OpenAI.The company also revealed that Adobe CX skills and Model Context Protocol (MCP) servers are now generally available through Anthropic's Claude Enterprise and Microsoft 365 Copilot, allowing enterprise users to access Adobe's customer experience capabilities directly within AI tools they already use.Rachel Thornton, Chief Marketing Officer for Customer Experience Orchestration at Adobe, said agentic AI is rapidly moving from experimentation to enterprise deployment."Agentic AI is no longer something brands experiment with, but what they run on," Thornton said. She added that Adobe's partnerships are helping brands connect paid and owned channels while embedding intelligence across platforms to shape the next generation of customer experiences.Also read: IBM names Stagwell as lead creative partner for global brand campaigns