Adobe announced new innovations with leading agency networks and technology partners to create, activate, and measure personalized customer experiences at scale. The company is positioning itself as the agentic infrastructure layer across models, platforms, agents, and ecosystems, bringing together creativity, marketing, and AI. These developments were unveiled at Cannes Lions 2026, highlighting Adobe's focus on the convergence of creativity, marketing, and AI in the agentic era.

Strategic Partnerships and Co-Innovations

Adobe is collaborating with a coalition of industry leaders, including Accenture, Omnicom, Stagwell’s Code and Theory, and WPP. These partnerships aim to transform how global brands create, activate, and measure customer experiences using Adobe's content, data, and AI platforms.

AI Platform Integrations

Adobe is integrating its CX Enterprise with partners across agents, skills, and Model Context Protocol (MCP) servers. The company announced the general availability of CX Enterprise Coworker and Adobe Marketing Agent across leading AI platforms, including Amazon Web Services (AWS), Anthropic, Google Cloud, Microsoft, and OpenAI. Additionally, Adobe CX skills and MCP servers are now available in Anthropic’s Claude Enterprise and Microsoft 365 Copilot Cowork, providing enterprise customers with direct access to Adobe’s customer experience capabilities within their existing AI environments.

Adobe at Cannes Lions 2026

As the first-ever Headline Partner of LIONS Creators, Adobe is demonstrating how its innovations in Adobe Creative Cloud and Adobe CX Enterprise enable organizations to create standout content and engage customers effectively. The company is showcasing its unified platform, which combines creative tools with enterprise marketing and AI to empower creators, brands, and enterprises to move faster and drive business growth.

Adobe Inc. on Thursday unveiled a major expansion of its creative agent across Firefly and Creative Cloud applications, enabling users to automate multi-step tasks through natural-language prompts. The upgraded experience allows creators to move seamlessly from ideation to production, improving collaboration and customization across Premiere, Photoshop, Illustrator, InDesign, and Frame.io. Adobe is also extending its creative tools to major AI platforms, including ChatGPT, Claude, Copilot, Gemini, and Slack, bringing its capabilities to hundreds of millions of users across their existing work environments.

Separately, Adobe introduced GenStudio for Commerce Media Networks, a new offering designed to help global retailers support scalable, on-brand advertising at the point of purchase. This solution builds a working profile and creative from existing product listings, website content, and category context, which is then activated directly inside the retailer's ad network. GenStudio is part of Adobe CX Enterprise, an end-to-end agentic AI system designed to streamline the customer lifecycle from acquisition to retention.

Adobe Brand Intelligence features a new Simulate Skill, enabling marketers to understand content engagement by simulating reactions from synthetic audiences modeled on real customer data. Additional innovations include Firefly Graph for enterprise, providing a visual canvas to build custom, automated workflows using Adobe and third-party AI models. Firefly Custom Models are now available in Adobe Photoshop for on-brand AI image generation.

GenStudio for Performance Marketing now features a cross-channel insights dashboard capturing Connected TV (CTV) via an integration with MNTN, along with Ad Recommendations and Next Best Creative capabilities. A native integration with Adobe Real-Time CDP Collaboration allows brands to expand targeting and measurement by bringing together customer data from across existing channels. A partnership with LiveRamp will also connect retailers' purchase data to build campaigns around actual shopper purchases.