At its annual conference in Las Vegas, Adobe introduced a new AI agent platform called CX Enterprise. The system is designed to help businesses automate digital marketing, customer engagement, and sales workflows.

According to Adobe, the platform brings together three core areas: an AI-powered content supply chain, customer engagement orchestration, and brand visibility—meaning how visible a company’s brand remains in a world increasingly shaped by AI agents. A central AI agent called CX Enterprise Coworker is meant to handle tasks autonomously, including coordinating other agents, gathering relevant business data, creating a marketing plan, and executing it.

Adobe also announced partnerships with more than 30 AI platforms and companies, including AWS, Microsoft, Anthropic, OpenAI, and Nvidia. The goal is to let customers use AI agents across platforms for digital marketing tasks rather than being locked into a single ecosystem.

The move comes as software companies face growing pressure from the rise of AI-first products. New AI tools from companies such as Anthropic and OpenAI have fueled investor concerns in recent months, wiping out hundreds of billions of dollars in value across software and data stocks. Adobe’s own stock has fallen by around 30 percent this year.

“There will be new AI-first applications. There is no doubt about that, and business models will change,” Adobe CEO Shantanu Narayen reportedly said, acknowledging the scale of the shift.

Adobe initially benefited from the AI boom with its in-house Firefly models, but investors have become harder to convince that the company can withstand disruption from AI-native competitors. Other major software firms, including Salesforce, are also trying to reassure investors with new agent-based products.

Adobe says CX Enterprise is the broadest agent-based AI ecosystem in the industry. Whether that will be enough remains uncertain. Design startup Canva announced an update to its AI platform with agent capabilities last week, while Anthropic recently launched a new design tool called Claude Design, aimed at visual creation within the Claude ecosystem.

The timing is especially significant because Adobe is also entering a leadership transition. In March, Narayen announced that he would step down after 18 years as CEO. The response on Wall Street was mixed: some analysts welcomed the decision, while others warned it could add uncertainty at a fragile moment. Narayen will remain chairman and help lead the search for a successor alongside Lead Independent Director Frank Calderoni.

Whoever takes over next will have to lead Adobe through one of the biggest shifts in the software industry: the transition into the era of AI agents.