At the first day of the summit in Las Vegas on April 20 (local time), Adobe introduced “Adobe CX Enterprise,” an enterprise system designed to bring together customer data, brand assets and multiple customer touchpoints so companies can manage personalization and execution in one place. Adobe said more than 20,000 brands worldwide run their businesses on its platform.
A central theme was AI moving from providing “answers” to taking “actions.” Adobe’s “CX Enterprise Coworker” is built to coordinate AI functions and tools around goals set by a company, draft plans, support execution after approval and monitor results. Adobe said the process operates under human supervision and control.
Narayen said companies’ competitiveness will depend less on how quickly they adopt general-purpose large language models than on how precisely they embed their own data, content and brand standards into AI. Adobe introduced features aimed at applying brand guidelines and helping tailor experiences based on customer responses, signaling a shift from creative tools toward broader brand operations and customer experience management.
Huang said generative AI is about producing text and images, while agent-based AI takes goals and performs tasks. He added that enterprise software interfaces and usage will increasingly shift toward AI agents, aligning with Adobe’s execution-focused strategy.
The companies also highlighted their partnership. Adobe said it plans to connect its system with Nvidia’s AI development tools, runtime environment and open models. Nvidia said it is building an agent-based marketing foundation through cooperation with Adobe and advertising company WPP.
* This article has been translated by AI.
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