EY and Adobe are using agentic AI to transform marketing at scale
Marketing moves fast. Compliance does not. That tension slows campaigns, drains creative energy, and creates avoidable risk.
EY and Adobe teamed up to fix it. By embedding agentic AI into Adobe Workfront, they built SCORE-AI - a system that automates brand and regulatory reviews, cuts approval cycles, and keeps teams focused on creative work that actually ships.
What agentic AI means for marketers
Agentic AI is more than content generation. It acts with a degree of autonomy across your stack - checking assets, enforcing rules, and routing work without constant handholding.
- Automates workflows and routine review tasks
- Enforces brand, legal, and regulatory guidelines
- Integrates with tools like Adobe Workfront and compliance systems
- Delivers consistent, reliable results at enterprise scale
Meet SCORE-AI
SCORE-AI turns brand governance into a scalable, repeatable process. It reviews assets against your standards, flags issues, suggests fixes, and routes approvals - all inside the tools your teams already use.
- Accelerates approvals while improving consistency
- Reduces compliance risk across markets and teams
- Frees marketers to focus on concept, strategy, and customer impact
Why this matters now
Personalized, trusted, timely campaigns are the bar. The bottleneck is review. With agentic AI, many organizations are cutting approval cycles in half while increasing consistency across channels and geographies.
This is especially useful for highly regulated industries where a single missed claim, disclaimer, or rights issue can stall a launch or trigger rework.
How SCORE-AI fits your workflow
- Intake: Work enters Adobe Workfront with the right metadata and requirements
- Automated checks: Assets are reviewed against brand, legal, and regulatory rules
- Guidance: Violations are flagged with clear, actionable fixes
- Routing: Items move to the right approvers with full traceability
- Learning: The system adapts based on accepted changes and feedback
Humans stay in control. AI handles the repetitive checks and enforces the standards, so approvers can make faster, better calls.
Built with real teams, not in a vacuum
EY's technology, brand, marketing, and communications groups co-designed the solution with Adobe's product leaders. Iteration cycles were short and grounded in live enterprise workflows.
"This collaborative model is exactly how we help clients adopt and scale agentic AI responsibly. Together, organizations are designing a solution that addresses the complexity of modern brand governance, where content velocity must match the pace of demand."
"Adobe has invested in gaining a deep understanding of our brand components and quickly demonstrated an ability to identify issues within images on a continuum from damaging to fully compliant."
What the data says
As adoption increases, leaders see outsized gains. In a recent survey, respondents reported improvements in innovation (81%) and efficiency and productivity (79%). About half also saw boosts in revenue growth (54%), cost savings (48%), and employee satisfaction (56%).
Where SCORE-AI shines
- Financial services: disclosures, suitability, recordkeeping, audit trails
- Healthcare: claims, fair balance, approvals, mandated language
- Public sector: accessibility, policy alignment, localization controls
- Global brands: region-specific rules, IP usage, image standards
Client zero, then scale
EY put SCORE-AI to work internally first. Acting as "client zero" sharpened the workflows, tightened the controls, and proved the value before bringing it to clients.
The same approach helps marketing orgs minimize risk: pilot in a focused area, measure outcomes, adjust the rules, then scale with confidence.
Practical steps to get started
- List your non-negotiables: brand, legal, and regulatory rules by market
- Define thresholds: what AI can auto-approve vs. what must escalate
- Connect your stack: Workfront, asset libraries, and policy sources
- Pilot one workflow: e.g., email + social, then expand to paid and web
- Close the loop: capture reviewer decisions to improve future checks
- Report visibly: time saved, defects prevented, and compliance coverage
Beyond reviews: content velocity
The EY Creative Factory approach, built on Adobe Content Supply Chain, focuses on producing the right content, at the right time, with fewer handoffs. SCORE-AI sits inside that flow to keep quality high without slowing delivery.
Level up your team
If you're building AI-driven marketing workflows and want structured upskilling, explore this certification for marketing specialists: AI Certification for Marketing Specialists.
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