• by Laurie Sullivan , Yesterday

Adobe introduced AI agents this week to help corporate customers automate digital marketing and advertising strategies, and on Tuesday revealed a partnership with Dick's Sporting Goods aimed at changing how the sports retailer connects with customers.

Dick's is working with Adobe to personalize consumer experiences through Adobe Experience Platform by bringing together data signals across interactions to help the brands it works with understand consumer needs and preferences.

Since personalization requires volumes of content, Adobe streamlined Dick's content supply chain by using Adobe GenStudio, with suite of software that makes it easier to move from idea to execution and delivery as consumer trends and needs change.

On Monday at the company’s summit in Las Vegas, Adobe released “CX Enterprise,” an AI agent-based platform that supports customer engagement, sales and loyalty.

Amazon, Microsoft, Anthropic, OpenAI, and Nvidia were announced as expanded partnership to support CX Enterprise.

Omnicom, Publicis, and WPP Group are among the global agencies that have standardized CX Enterprise to co-develop solutions for joint clients.

HUMAN Security also announced the expansion of its Agentic Visibility capabilities to serve marketing and commerce organizations such as Adobe. The company has brought the data directly into Adobe Experience Platform as an official Adobe technology partner.

As AI becomes a larger part of agencies’ workflows, the platform and long list of collaborative partners present an expansion of Adobe’s agentic AI offerings.

In 2025, the company integrated AI agents directly into Adobe enterprise apps through the Adobe Experience Platform Agent Orchestrator, a solution that now powers more than 1 trillion experiences annually.

The platform provides users with agent skills, known as reusable instructions for a variety of agents, something like modules used by Microsoft and others in the early days of Internet software development.

The offer extends Adobe’s expertise in software to support most technology stacks. The platform includes Adobe Brand Intelligence, which supports brand identity and learns from inputs like feedback, as well as when the system rejects a certain asset or annotation.

Adobe Engagement Intelligence System, a decision engine made for teams to decide the next best offer, message or action for consumers, is the second software platform announced this week. The solution generates insights based on lifetime value, not just clicks and conversions, and will also optimize based on defined goals.