Adobe’s AI agent for marketing teams, CX Enterprise Coworker, is now live inside GenStudio. That is Adobe’s software for producing and delivering marketing content. Teams ask it for what they need in plain language. The agent then carries the work across Adobe’s apps and the outside tools a team already uses.

Adobe announced the launch today at its MAX conference in Miami Beach. Coworker is free for existing licensed GenStudio customers, Adobe told TNW. All the new tools are available to customers worldwide.

It works across Adobe Experience Manager, Workfront, Brand Intelligence, Frame.io and GenStudio for Performance Marketing, depending on a customer’s licences. Teams can also use it as a standalone app, or inside Experience Manager, Workfront and Adobe Content Analytics.

Adobe says Coworker can draft campaign briefs, assess target audiences and produce versions of an asset for different channels and markets. It connects to other apps through the Model Context Protocol and Agent-to-Agent, two open standards for AI agents. Earlier this month, Adobe put the same agent inside ChatGPT, Claude, Gemini and Copilot.

Varun Parmar runs GenStudio and Firefly Enterprise at Adobe. He said GenStudio has delivered more than 7.8 trillion assets so far this year. Adobe told TNW the figure counts every delivery of an image, video or 3D file to a website, app or other channel through Adobe Experience Manager. One asset can count many times. GenStudio manages more than 650 million assets for its customers.

Who has the final say

Coworker draws on Adobe Brand Intelligence, an AI that learns a brand’s standards. It learns from written guidelines and from the unwritten knowledge built up inside a company. Teams can run brand checks straight from a Coworker conversation.

TNW asked Adobe what happens when the AI and a human reviewer disagree about whether a piece is on brand. Parmar said people make the call.

“Human judgment has the final say. Brand Intelligence gives people and agents the brand context they need and checks work against brand standards at a scale no team could manage by hand, but people set the guardrails and make the call,” Parmar told TNW.

He said the system learns from every review.

“The system learns from both written guidelines and the feedback teams give during reviews in tools like Photoshop and Workfront, so every decision a reviewer makes helps it better reflect how that brand actually thinks,” he said.

Brand Intelligence also gets a new feature called intelligent asset adaptation. It resizes and rearranges a design for other formats, such as a website banner or a mobile ad. The new versions stay on brand. Adobe is building Brand Intelligence into Photoshop, Illustrator, InDesign and Firefly Creative Production for Enterprise.

Adobe backs the push with its own research, carried out by research firm Incisiv. It surveyed 607 marketing, creative and brand professionals at companies with $1 billion or more in annual revenue. It also polled 1,107 consumers and 304 business buyers in North America in July and August.

Staff closer to the work estimated that 27% of their company’s public-facing content is off-brand. Senior leaders put the figure at 9%. Adobe told TNW the gap shows how hard it is to keep to brand standards as the volume of content grows.

Of the professionals who approve content, 74% said they had signed off on off-brand work. Among those who had piloted automated brand-checking tools, 75% reported a mixed or negative experience.

Briefs, workflows and product images

In Workfront, Adobe’s project management software, a new Ideation Space gives teams a shared AI canvas. Coworker pulls past campaign results and product details onto it, and the team turns them into a structured brief. Adobe’s example is a retailer planning a Black Friday campaign.

Firefly Graph for enterprise lets teams build repeatable creative workflows from Adobe’s apps and outside AI models. Two new features are in beta. Capsules turn a finished workflow into a simple app that anyone can run, and Node Publishing lets teams build shareable custom workflow parts.

Firefly Graph outputs will also carry Content Credentials tied to the organisation, which record where an asset came from. Adobe’s 3D Digital Twin, which makes digital copies of products, can now place them in new 3D scenes. Teams and agents can also change labels and materials, generate video and set custom lighting.

Adobe has added AI to GenStudio before, and it sells its creative tools inside ChatGPT. Xfinity is bringing Coworker into how it runs campaigns.

“Bringing Adobe Coworker into how we run campaigns gives us one place to direct the work,” said Christopher Grove, vice president of GenAI and creative tech at Xfinity.