CANNES, France - Adobe announced new partnerships and platform integrations at Cannes Lions on Monday, embedding its customer experience AI directly into the workflows of WPP, Omnicom, Stagwell, Accenture Song, and major AI platforms. The move positions Adobe's CX Enterprise and CX Enterprise Coworker as an infrastructure layer for multi-agent collaboration across content supply chains, customer engagement, and brand visibility.
New agency solutions built on Adobe's platform
WPP is launching a connected intelligence layer that unifies paid media spend with owned customer experience data. The system creates a feedback loop between customer interactions and marketing investment decisions. Stagwell agency Code and Theory introduced a Content Operating System for Sports, which links fan engagement data directly to content workflows inside Adobe CX Enterprise.
Omnicom revealed implementation architectures for its AI Agentic Operating Model across automotive, pharmaceutical, retail, and financial services. The enterprise solution, powered by Adobe technology, handles campaign planning, creation, activation, and optimization at scale. Adobe and Accenture Song co-developed an agentic experience orchestration framework that defines how brands can deliver AI-powered customer experiences and track measurable growth.
AI platform integrations expand access
Adobe's CX skills and MCP (Model Context Protocol) servers are now generally available inside Anthropic's Claude Enterprise and Microsoft 365 Copilot Cowork. The integrations give enterprise customers direct access to Adobe's customer experience capabilities within AI environments they already use, without leaving those platforms or compromising brand governance.
"Agentic AI is no longer something brands experiment with, but what they run on," said Rachel Thornton, Chief Marketing Officer, Customer Experience Orchestration at 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's Cannes Lions presence
As the first Headline Partner of LIONS Creators, Adobe is using the festival to demonstrate how Creative Cloud and CX Enterprise converge. The company is showcasing tools that move from idea to impact across Creator Beach, the Majestic, and other festival stages, with a focus on speed and precision in content creation and customer engagement.
Why this matters for marketing and IT professionals
These announcements signal a shift from experimenting with AI agents to running core operations on them. For marketing teams, the WPP and Omnicom integrations mean paid and owned channel data can now feed into a single intelligence layer rather than sitting in separate silos. For IT and development teams, the availability of Adobe's MCP servers inside Claude Enterprise and Microsoft 365 Copilot Cowork removes a step from the workflow - teams can trigger Adobe CX actions without switching contexts or building custom connectors. The practical result is faster campaign iteration and tighter brand governance across every channel where AI touches customer experience.
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