Adobe Unites Creativity, Marketing and AI to Accelerate Customer Experience Orchestration

Today at Cannes Lions, Adobe (Nasdaq:ADBE) unveiled a groundbreaking suite of product innovations that power Customer Experience Orchestration (CXO)—fusing creativity, marketing and AI to deliver intelligent, scalable and connected customer experiences. CXO is the evolution of Customer Experience Management, fulfilling the promise of personalization at scale by combining the creation and development of seamless customer experiences across all touchpoints and channels, with advancements in generative and agentic AI.

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As the global creative, advertising and marketing industry converges in Cannes, creativity emerges not just as a differentiator, but as a driving force behind relevance and resonance in today’s attention-fueled economy. Adobe uniquely brings together creatives and marketers, with AI capabilities for businesses to efficiently create, orchestrate and deliver compelling interactions across any touchpoint—in real time and across millions of customers. Adobe released a playbook today, profiling how these innovations will positively impact businesses and drive the next phase of marketing transformation.

“Delivering one-to-one personalization at scale demands a powerful fusion of creativity, marketing and AI,” said Anil Chakravarthy, president, Digital Experience Business at Adobe. “We are pioneering innovations through Adobe’s AI platform that enable teams to craft the most compelling and relevant customer experiences, helping businesses drive impact and seize this enormous opportunity.”

Adobe's latest AI innovations are reshaping how businesses connect with customers and the daily work of experience makers tasked with delivering and orchestrating impactful customer engagements. This is accelerated with the rise of agentic AI, where purpose-built agents can handle repetitive content production tasks and free up time for creative ideation and strategy—unlocking capacity for marketers to scale personalization.

Leading businesses and agencies including The Coca-Cola Company, Dentsu, The Estée Lauder Companies, Lumen Technologies, Monks, Newell Brands, Prudential Financial, Publicis Groupe, Stagwell and Tapestry are leveraging Adobe AI solutions to enhance and scale standout customer experiences with greater efficiency. By shortening the delivery of compelling, on-brand and tailored content for different audiences, organizations are improving key metrics around engagement and conversion—and driving business impact.