Adobe has retired the Experience Cloud brand. Its replacement, CX Enterprise, is built around AI agents that run continuously toward business goals rather than waiting for human instructions.
The rebrand, announced at Adobe Summit 2026 in Las Vegas, is more than a name change. It signals a structural shift in how enterprise martech works. CX Enterprise is organised around three pillars: brand visibility, customer engagement and content supply chain. AI agents sit at the foundation layer, with a new "Coworker" tier above them for longer-running, goal-oriented orchestration.
Adobe customers already entitled to use AI agents through a new credit-based pricing model
Why it matters
More than 10 purpose-built AI agents that were previewed at Summit 2025 are now in production. These cover site optimisation, data insights, audience creation, journey orchestration, experimentation and content optimisation. That is not a roadmap. That is shipping product.
The interoperability play is significant too. Adobe now supports Model Context Protocol (MCP) across its products and has published reference architectures for Microsoft Copilot, ChatGPT Enterprise, Claude and Gemini Enterprise. This means Adobe's AI capabilities can be accessed from inside whatever AI assistant your team already uses.
For Australian mid-market businesses, the pricing shift matters most. Adobe is moving to a credit-based model for AI agent usage, which could make the tooling more accessible than the traditional per-seat licensing that kept many businesses locked out of the full Experience Cloud stack.
What to do about it
If you are on Adobe's stack, review the new credit-based pricing and identify which AI agents apply to your workflows. If you are not, watch how this forces Salesforce, HubSpot and the rest to respond. The martech pricing war that AI agents trigger will benefit buyers across the board.
