Adobe named a Leader in the 2026 IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises.
10-29-2026
Adobe has been named a Leader in the IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises 2026 Vendor Assessment. IDC defines agentic marketing platforms as software platforms that enable organisations to create, deploy and manage AI-driven marketing agents. These agents can set goals, perceive context and take autonomous or semi-autonomous action across marketing systems and channels, then adapt their actions based on the outcomes they produce. According to the report, “Adobe's agentic AI strategy for marketing now centres on Adobe CX Enterprise Coworker, which automates marketing and customer experience workflows across Adobe's CX applications and third-party systems.”
Adobe CX Enterprise helps organisations turn customer experience into a durable competitive advantage by serving as the agentic system for Customer Experience Orchestration. As AI increasingly becomes the interface between brands and customers, Adobe is helping enterprises move beyond disconnected AI experimentation toward a governed operating system for brand-led growth, customer engagement, content velocity and measurable business impact.
Orchestration close to your data, content and brand.
Adobe CX Enterprise Coworker is the agentic engine that coordinates Adobe’s purpose-built agentic workflows for audience building, journey planning, experimentation, data insights, site optimisation and product support. Adobe provides the enterprise customer experience orchestration AI layer that combines domain intelligence from data, content and workflows with governance, orchestration and activation. This helps organisations evolve, defend and grow their brands faster, more efficiently and more securely than they could with generalised AI systems or fragmented point solutions.
For marketing and customer experience teams, work often starts somewhere other than an Adobe application. A marketer might begin with a request in a chat tool they already use. The best results come when that request is carried out as close as possible to the customer data, content and brand information behind it, with permissions, approvals and human oversight already in place. With Coworker, Adobe can meet that marketer in the tools where they work, including Claude, Microsoft 365 Copilot and ChatGPT and then orchestrate customer experience workflows, with full context, across the relevant applications to achieve the marketer's goal.
For Adobe customers, that context lives in the enterprise applications they’ve deployed. Adobe Real-Time Customer Data Platform holds the unified profile, Adobe Experience Manager holds approved content, Adobe Workfront manages planning and review and Adobe Journey Optimizer manages journeys. When Coworker works across all of them, outputs are more accurate and reach market faster, because the context is already there.
Content built for enterprise use.
As we see how generative AI is redefining what’s possible in creating customer experiences, Adobe GenStudio brings together the pieces of the end-to-end content supply chain to deliver experiences with speed, scale and measurable impact. Adobe GenStudio for Performance Marketing helps marketing and creative teams plan, generate and measure on-brand content variations across paid media, email, social and display, with native activation on Meta, TikTok, LinkedIn and Amazon Ads. Underneath it, Adobe’s customers can leverage the commercial safety foundation and IP indemnification of Adobe’s Firefly models, as well as the flexibility of more than 30 third-party models hosted in the application and they can also build custom models from their own IP catalogues with Firefly Foundry.
AI built for customer experience orchestration.
Adobe delivers AI value to enterprise marketing and customer experience with speed, efficiency, security and accuracy. We believe IDC MarketScape’s assessment supports our perspective: the strategic question is no longer whether AI will reshape business, but which AI capabilities are foundational to growth, differentiation and brand resilience. In our view, Adobe is the clear choice for providing domain-specific AI for customer experience orchestration — helping enterprises speed up design and delivery of impactful experiences, campaigns and personalised customer journeys that build brands while growing business and customer loyalty.
Read why Adobe was named a Leader in the IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises 2026 Vendor Assessment.
IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises 2026 Vendor Assessment, #US54113426, September 2026
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https://business.adobe.com/fragments/resources/cards/thank-you-collections/cx-enterprise-coworker
