Adobe's Experience Platform Agent Orchestrator now powers more than 1 trillion experiences annually, and the company spent this week in Las Vegas pushing that number higher with two new agent-based platforms aimed at automating marketing and advertising work for corporate customers.

At its summit on Monday, Adobe released CX Enterprise, an AI-agent platform for customer engagement, sales and loyalty. On Tuesday the company named Dick's Sporting Goods as a flagship partner in an effort to change how the sports retailer connects with its customers.

Adobe also unveiled a second platform this week: the Adobe Engagement Intelligence System, a decision engine that tells teams the next best offer, message or action for each consumer.

Who is backing CX Enterprise?

Adobe announced expanded partnerships with five major technology companies to support the platform:

• Amazon
• Microsoft
• Anthropic
• OpenAI
• Nvidia

On the agency side, Omnicom, Publicis and WPP Group are among the global holding companies that have standardized on CX Enterprise to co-develop solutions for joint clients.

HUMAN Security separately announced an expansion of its Agentic Visibility capabilities for marketing and commerce organizations, and brought its data directly into Adobe Experience Platform as an official Adobe technology partner.

What is Adobe doing for Dick's Sporting Goods?

Dick's is using Adobe Experience Platform to personalize consumer experiences by pulling together data signals from across customer interactions. The goal: help the brands Dick's works with understand what consumers need and prefer.

Personalization at scale demands large volumes of content, so Adobe also streamlined Dick's content supply chain using Adobe GenStudio. That software suite is built to speed the move from idea to execution and delivery as consumer trends shift.

How do the agent platforms actually work?

Adobe integrated AI agents directly into its enterprise apps back in 2025 through the Agent Orchestrator. Users get what Adobe calls agent skills — reusable instructions that different agents share. The model resembles the modular approach Microsoft and others used in the early days of internet software development.

CX Enterprise ships with two notable components:

• Adobe Brand Intelligence — supports brand identity and learns from inputs like feedback, including cases where the system rejects a specific asset or annotation.
• Adobe Engagement Intelligence System — generates insights based on customer lifetime value rather than just clicks and conversions, and optimizes against goals that teams define.

The offer extends Adobe's software reach across most technology stacks, and the long list of collaborative partners marks a broad expansion of the company's agentic AI business.

As AI takes a larger share of agency workflows, Adobe is betting that autonomous, agent-driven campaign management becomes standard infrastructure for enterprise marketing teams. The 1 trillion experiences figure gives the company a concrete number to argue from; the Dick's deployment and the agency rollouts at Omnicom, Publicis and WPP will show whether corporate buyers agree.