Adobe Rebrands Experience Cloud as "CX Enterprise" and Goes All-In on Agents at Adobe Summit
What Happened
At Adobe Summit, Adobe rebranded Experience Cloud as CX Enterprise and unveiled CX Enterprise Coworker, a coordinating layer for AI agents and MCP endpoints with a governance plane on top. Adobe added Engagement Intelligence (LTV-optimized decisioning), Journey Optimizer Loyalty, and CX Analytics for LLM-powered touchpoints. Partners include AWS, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI. GA in coming months.
My Take
The interesting move isn't the agents — it's that Adobe pre-emptively absorbed MCP as a first-class primitive. That's a signal the standard is winning. For marketing leaders, the question is no longer "should we adopt agents," it's "whose orchestration plane do we standardize on" — and Adobe just made a credible bid against Salesforce's Agentforce. Expect a Salesforce counter-move within thirty days. The marketing tech consolidation cycle is starting.
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