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 organizations 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 centers 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 organizations 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 optimization, 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 organizations evolve, defend, and grow their brands faster, more efficiently, and more securely than they could with generalized 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 orchestrate customer experience workflows in the tools where our customers already work, including Claude, Microsoft 365 Copilot, and ChatGPT.
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 catalogs 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 personalized 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
