AI agents are transforming how work gets done across all industries, accelerating everything from content creation to decision-making.
NVIDIA’s expanded strategic collaborations with Adobe and WPP are bringing agentic AI to the centre of enterprise marketing operations across creative production and customer experience orchestration.
As demand for personalised customer experiences surges, brands require intelligent systems that can plan, create, produce and activate content continuously — without compromising control, governance or brand integrity.
Consider a global retailer delivering the right offer, image, copy and price, across millions of product, audience and channel combinations — updated in minutes instead of months.
For marketing and creative teams, that means moving from one-size-fits-all campaigns to tailored experiences that are always on, always relevant and on brand. All of it is powered by intelligent systems that continuously generate and deliver content without sacrificing control, governance or brand integrity.
The expanded collaborations bring together three complementary strengths: Adobe’s creative and customer experience platforms and the new Adobe CX Enterprise Coworker, WPP’s global media and marketing expertise, and NVIDIA’s accelerated computing and software stack, including NVIDIA Nemotron open models, NVIDIA Agent Toolkit and the NVIDIA OpenShell secure runtime for building and running secure agentic AI systems.
As these agents begin orchestrating multistep workflows, tapping sensitive data and triggering actions across marketing stacks, enterprises need a way to enforce clear rules of engagement so every operation remains compliant, on brand and within defined risk boundaries.
Powered by the NVIDIA OpenShell runtime, every agent operates within a secure, isolated environment, delivering enterprise-grade control, consistency and auditability across the entire marketing lifecycle, with verifiable policy management, answering the question, “What can the agent do?” and not just, “What policy is in place?”
In governed environments, enterprises can also keep key workflows and intelligence services inside their trust boundary, including securely invoking Adobe CX Intelligence as part of customer experience agents.
A live demo of CX Enterprise Coworker — powered by NVIDIA Agent Toolkit, including the OpenShell runtime and Nemotron models — will be featured during Adobe Summit’s day-two keynote taking place Tuesday, April 21, at 9 a.m. PT.
The collaboration enables:
- End-to-end agentic workflows: Adobe is developing creative and marketing agents that can generate, adapt and version on-brand assets. Adobe’s CX Enterprise Coworker orchestrates downstream customer experience workflows from personalisation to activation, closing the loop between content creation and customer engagement.
- Controlled execution with NVIDIA OpenShell: Agents run in a policy-based, containerised sandbox designed to keep execution governed, observable and auditable, helping enterprises safely deploy long-running agentic workflows on premises or in the cloud.
- Commercially safe content at scale: Adobe Firefly Foundry, accelerated by NVIDIA AI infrastructure, can help organisations deeply tune custom models on their proprietary assets, enabling agents to generate commercially safe content at scale and aligned to brand identity.
- A 3D digital twins solution for scalable marketing production: Adobe’s cloud-native 3D digital twin solution is now generally available, built on NVIDIA Omniverse libraries and OpenUSD. 3D digital twins serve as persistent product identities that agents use to automate and scale high-fidelity content creation across formats, markets and configurations.
Creative intelligence meets performance intelligence with policy-governed agents
Governed environments such as the ones enabled by this collaboration act as a set of “guardrails” that keep AI operations observable and auditable, preventing the system from acting outside of a company’s specific data boundaries or brand rules.
By combining Adobe’s creative platforms, WPP’s media and marketing expertise and NVIDIA’s secure infrastructure with CX Enterprise Coworker, brands no longer have to choose between speed and safety. Autonomous agents can now generate, adapt and activate content at scale while operating within governed, policy-driven environments.
The result is a new foundation for agentic marketing — where creative intelligence, performance and trust are built in from the start and delivered at global scale.
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