Adobe is unveiling CX Enterprise, an AI-agent platform that helps corporate customers automate digital marketing and other tasks. It is a move to respond actively to AI-led changes in the software market.

On April 20 local time, the company said CX Enterprise helps businesses strengthen customer engagement, sales and loyalty.

Adobe announced CX Enterprise at its annual digital marketing and customer experience conference in Las Vegas.

This year's event drew attention as it was held amid questions in some quarters about Adobe's competitiveness because of AI.

Adobe emerged as a beneficiary of the early AI boom with its in-house Firefly AI model, but has recently had difficulty convincing investors that it can stay ahead by proactively responding to changes AI will bring to the software industry, the Wall Street Journal reported.

Adobe shares are down about 30 percent this year.

Adobe CEO Shantanu Narayen (산타누 나라옌) said, "It is clear that new AI-centric applications will emerge, and business models will change accordingly." Amit Ahuja (아밋 아후자), senior vice president in charge of Adobe's customer experience orchestration products, said, "CX Enterprise is a very big step forward that clearly shows how Adobe technology is being used in the AI era."

Adobe also introduced Adobe CX Enterprise Coworker, an AI agent that completes tasks independently. For example, Coworker coordinates multiple other AI agents and gathers relevant business data to set up and execute marketing plans, the company explained.

The Wall Street Journal reported that Adobe also announced partnerships with more than 30 AI platform and tech companies. They include Amazon Web Services, Microsoft, Anthropic, OpenAI and Nvidia. Adobe supports customers in using AI agents for digital marketing tasks through those companies' platforms.