If you tallied how many times the word "orchestration" came up across Day 1 and Day 2 of the Adobe Summit keynotes, you'd run out of fingers. The framing was CX experience orchestration — replacing human clicks with agents that operate at a speed humans can't match.
Adobe's bet: agents replace the clicks
To deliver on the vision, Adobe is building its own agents and opening an MCP so third-party agents can call into Adobe's tools. At least two Adobe agents surfaced across the keynotes: an Adobe Marketing Agent and a CX Enterprise CoWorker. Opening an MCP is, I think, a quiet acknowledgement: Adobe's agents need to interoperate with agents that aren't Adobe's.
Here's the example they used to show what the new operating model looks like. Something is trending on social. The agents see it, go change the website — write copy, pick images, generate variations for different segments, serve them. Humans govern, agents operate. It happens while you sleep.
I'm a hundred percent on board with the vision. This is the right direction.
The Composable AI Fabric
To make this work, Adobe introduced a Composable AI Fabric: Open, Flexible, Autonomous. It lets Adobe's agents — and third-party agents like Mary — access Adobe tools to drive a business outcome.
As a partner, I love this announcement. If I were a builder inside an enterprise, I'd love it too. A variety of models, a variety of frontier providers, agentic infrastructure — that's the flexibility you need to actually build something.
The line P&G's CEO dropped
But earlier in the keynote, P&G's CEO said the most important thing of the day. What's slowing AI adoption inside the enterprise isn't fear. It isn't uncertainty about the power of the tech. It's the friction of the user experience.
If I'm a creative marketer, the last thing I want to do is stitch together my tooling to leverage an AI fabric. I want something that works out of the box. And for most marketers that almost certainly means using multiple tools — not only Adobe's.
Two meanings of "orchestration"
Which is what stuck with me most. "Orchestration" got said so many times that it started to carry two meanings:
- Adobe's orchestration: coordinating work across Adobe's own tools.
- The customer's orchestration: achieving a business outcome, regardless of what's in the stack.
Adobe's answer to the first is the Composable AI Fabric, and it's a strong one. The answer to the second is still open. That gap — between a platform's orchestration story and a customer's outcome — is the thing to watch as this unfolds.
