Today, marketing and CX teams have access to more data, content, and customer insights than ever before. Yet many creative professionals working alongside these teams remain disconnected from the systems that house this information. Campaign briefs live in one application, project requirements live in another, and performance data sits inside dashboards built for marketers and analysts.

For many creatives, it can feel like directing a production from a dozen different control panels, adding friction that slows production and drives up costs. But what if creatives had everything they needed to accelerate and optimize their work right at their fingertips? They could ask questions and get rich recommendations and insights — all grounded in their organization’s data and context.

That's the promise of Adobe CX Enterprise Coworker. Launched earlier this year, Coworker serves as a go-to teammate that helps users unlock information, insights, and workflows across Adobe applications and beyond. For organizations that license both Adobe CX Enterprise and Adobe Creative Cloud applications, Coworker is a powerful bridge between marketing operations, customer insights, and creative execution.

Let's explore three high-impact workflows where Coworker helps creative professionals work more efficiently, create more strategic and effective content, and ultimately deliver stronger business outcomes.

Turn project management into a conversation.

Many enterprise creatives begin each day by accessing a work management application like Adobe Workfront to check in on projects. While the information already exists within project workflows and documentation, creatives often need to gather details from multiple sources to build a complete understanding of the task at hand.

Instead of sifting through this information, Coworker provides a single place to access the context they need to move work forward, such as:

• What are my highest priority tasks today?
• Which projects have upcoming deadlines?
• What feedback has been added since yesterday?
• What is the objective of this campaign?
• Summarize the creative brief for this project.

Because the project information already exists within their Workfront instance, Coworker can surface relevant answers conversationally, allowing creatives to focus on execution rather than administration. This becomes even more valuable for onboarding new team members or supporting freelancers who need to quickly understand campaign requirements.

By making project information easier to access and act on, Coworker can help organizations reduce time spent searching for information, accelerate project ramp-up, improve alignment between marketing and creative teams, minimize context switching between applications, and give creatives more time to focus on high-value work.

Give creatives direct access to performance insights.

Creative teams contribute significantly to customer engagement and campaign performance, but they often have limited visibility into how their work performs after launch. With Coworker, creatives can access insights across content, audiences, and campaigns from that single access point, helping them better understand the impact of their work and apply those learnings to future projects.

Powered by Adobe CX Analytics, Coworker surfaces these insights through a conversational experience, giving creatives direct access to the feedback they need without relying on specialized analytics expertise. By connecting content performance, audience behavior, and campaign outcomes, Coworker helps creative teams continuously refine their work, create more relevant and effective experiences, and strengthen alignment with marketing goals.

Create, validate, and scale content faster.

Once a creative concept is approved, production often becomes the biggest bottleneck. A single campaign might require multiple channel variations, regional adaptations, different aspect ratios, brand compliance reviews, stakeholder approvals, and performance validation. A hero creative can quickly become dozens or even hundreds of individual assets. At scale, maintaining quality and brand consistency across all variations becomes increasingly difficult. Creative teams are forced to devote valuable time to repetitive production work instead of focusing on high-value creative activities.

This is where Coworker can orchestrate a connected workflow across multiple Adobe solutions.

Imagine a creative team has developed a strong hero concept. With Coworker orchestrating the workflows across Adobe Firefly Graph and Adobe Firefly Creative Production, designers can conversationally explore and refine creative directions, then seamlessly transform approved concepts into channel-ready variations at scale. In addition, Coworker can also invoke Adobe Brand Intelligence to validate assets against brand standards and past campaign activity and review patterns — enabling the creative team to identify issues earlier and reduce review cycles.

Building on the content, audience, and campaign insights available through Coworker, teams can simulate how new concepts may resonate with target audiences before investing in large-scale production and receive recommendations to optimize performance before content is created. The result is a connected workflow that helps teams create, validate, and scale content faster while maintaining brand consistency and launch confidence.

By connecting Coworker with creative production workflows, organizations can scale content production faster, reduce manual asset creation, improve brand consistency, accelerate review cycles, increase confidence before launch, and free creatives to focus on more strategic and innovative work — all while maintaining the quality needed to meet the volume demands of modern marketing. After all, creatives were hired to create the next big idea, not the 127th asset variation.

From creative complexity to connected impact.

Enterprise creative teams do their best work when they can spend less time searching for context, navigating disconnected systems, and managing repetitive production tasks — and more time creating. By bringing project information, customer and campaign insights, and creative workflows into one conversational experience, Coworker helps create a centralized creative control room where teams can move from understanding what needs to be done to creating, validating, and scaling content with greater speed and confidence. It can also strengthen the connection between creative decisions and business outcomes by making performance insights easier to access and apply.

The result is not simply a more efficient workflow, but a more connected way of working — one that helps creative, marketing, and operations teams collaborate more effectively and gives creatives more time to deliver compelling experiences that drive customer and business impact.

See Coworker in action at Adobe MAX or learn more here. If you’re joining us November 10–12, stop by our Community Pavilion booth to watch these workflows come to life, explore what’s possible for your creative teams, and experience the power of Coworker firsthand.

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