Adobe has launched a new suite of artificial intelligence tools aimed at helping businesses automate and personalise digital marketing, as it moves to counter rising competition from AI-first platforms.
The new offering, called CX Enterprise, uses AI agents to manage and optimise how companies interact with customers, streamlining tasks such as content creation, targeting and campaign management.
The launch comes amid growing pressure on traditional software firms, as investors weigh the disruptive impact of AI tools from companies like Anthropic and OpenAI, which can automate an increasing number of business functions.
Adobe is also partnering with major tech players including Amazon, Microsoft and Nvidia to ensure its AI system integrates across multiple platforms and enterprise environments.
Shares in Adobe rose 2.2% in early trading following the announcement, although the stock remains down around 30% so far this year.
The move follows recent developments from Anthropic, which unveiled Claude Design, an experimental feature that allows users to generate visuals such as prototypes, slide decks and documents directly through its AI chatbot.
