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

Published on: July 3, 2026

Adobe has announced a new wave of strategic partnerships and AI-driven integrations designed to accelerate enterprise adoption of agentic AI, reinforcing its role in connecting creativity, marketing, and customer experience technologies.

The latest initiative brings together leading agency groups, technology companies, and systems integrators—including WPP, Accenture Song, Omnicom, Stagwell’s Code and Theory, Anthropic, and Microsoft—to help brands deliver personalised customer experiences at scale using AI-powered solutions.

Adobe said its CX Enterprise and CX Enterprise Coworker platforms are built to serve as the “agentic infrastructure layer,” enabling businesses to integrate AI models, platforms, and intelligent agents while improving customer engagement, streamlining content operations, and safeguarding brand consistency.

According to the company, the expanded partner ecosystem will allow organisations to combine customer data, content, and AI-powered insights to create more effective marketing experiences while driving measurable business performance.

As part of the collaboration:

• WPP is introducing a connected intelligence layer that combines paid media investments with owned customer experience data, enabling brands to create continuous feedback between marketing campaigns and customer interactions.
• Code and Theory, part of Stagwell, is launching a Content Operating System for Sports, designed to connect fan engagement insights with AI-powered content creation, management, and distribution using Adobe CX Enterprise.
• Omnicom is implementing new architectures for its AI Agentic Operating Model across industries including retail, automotive, pharmaceuticals, and financial services. The framework uses Adobe technology to support campaign planning, content production, activation, and optimisation.
• Accenture Song and Adobe have jointly developed an agentic experience orchestration framework aimed at helping organisations deliver AI-powered customer experiences while accelerating business growth.

Adobe has also expanded integrations for CX Enterprise Coworker and Adobe Marketing Agent across major AI platforms, including Amazon Web Services (AWS), Anthropic, Google Cloud, Microsoft, OpenAI, and others.

Additionally, Adobe announced that its 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 the AI tools they already use.

Commenting on the announcement, Rachel Thornton, Chief Marketing Officer for Customer Experience Orchestration at Adobe, highlighted the growing enterprise adoption of agentic AI. “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.

Read more: Adobe Completes Semrush Acquisition, Strengthening CX Enterprise with Enhanced Brand Visibility Capabilities

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