Adobe (Nasdaq: ADBE) announced new partnerships and technology integrations at the Cannes Lions festival, aimed at helping enterprises create and manage personalized customer experiences using agentic AI tools.

The company said its CX Enterprise and CX Enterprise Coworker platforms are being deployed through co-developed solutions with agency networks Accenture, Omnicom, Stagwell's Code and Theory, and WPP.

Among the announced initiatives, WPP is launching a connected intelligence layer that links paid media spending with owned customer experience data. Stagwell's Code and Theory is introducing a Content Operating System for Sports, designed to connect fan engagement data to content workflows using Adobe CX Enterprise. Omnicom is releasing implementation frameworks across automotive, pharmaceutical, retail, and financial services sectors through its AI Agentic Operating Model. Adobe and Accenture Song have co-developed an agentic experience orchestration framework intended to deliver AI-powered customer experiences at scale.

On the technology side, Adobe said its CX skills and Model Context Protocol servers are now generally available within Anthropic's Claude Enterprise and Microsoft 365 Copilot, giving enterprise users access to Adobe's customer experience tools within those platforms.

"Agentic AI is no longer something brands experiment with, but what they run on," said Rachel Thornton, Chief Marketing Officer, Customer Experience Orchestration, Adobe. "Through our partnerships with the world's leading agencies and technology companies, Adobe is building for that reality, connecting paid and owned channels, embedding intelligence across platforms and helping brands define the next era of customer experience."

Adobe also announced it is serving as the first Headline Partner of LIONS Creators at Cannes Lions 2026, where it is showcasing its Creative Cloud and CX Enterprise platforms.