Adobe, the creative and marketing software group, is expanding collaborations with NVIDIA, the chipmaker, and WPP, the advertising holding company, to embed autonomous AI agents into enterprise marketing and creative operations.
The partnerships, announced at Adobe Summit in Las Vegas, aim to let brands generate, adapt and activate personalised content across millions of product, audience and channel combinations in minutes rather than months.
Key components include CX Enterprise Coworker, an orchestration layer that can assemble audience segments, creative assets and performance data to execute campaigns against specific targets.
Adobe is also making its Firefly Foundry custom model-tuning platform available for enterprise use and launching a 3D digital twin solution built on NVIDIA Omniverse libraries and the OpenUSD standard, designed to create virtual product replicas for marketing imagery and commerce.
NVIDIA is contributing its Nemotron open models, Agent Toolkit software and the OpenShell secure runtime, a containerised sandbox that governs what agents can do rather than merely recording what policy is in place.
The announcement is part of a broader ecosystem expansion unveiled at Summit, with Adobe also extending agentic integrations to Amazon Web Services, Anthropic, Google Cloud, IBM, Microsoft and OpenAI.
Major agency groups including Omnicom, Publicis, Havas and Dentsu are standardising on the CX Enterprise platform alongside WPP.
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The push comes as Adobe searches for a new chief executive after Shantanu Narayen announced plans to step down last month following 18 years in the role.
A live demo of CX Enterprise Coworker and a fireside chat between Narayen and NVIDIA founder Jensen Huang are scheduled for the summit's second day.
The recap
- Adobe expands agentic AI partnerships with NVIDIA and WPP.
- Agents can personalize offers across millions of combinations in minutes.
- A live demo appears during Adobe Summit's day-two keynote.
