From insight to action: how Adobe and Microsoft are helping marketers move faster with AI

Today’s marketing leaders face unprecedented demands. They’re expected to provide meaningful personalisation, speed up processes, and demonstrate clear business results. At the same time, they’re dealing with mounting complications, such as scattered data, disconnected tools, and insights that arrive too late to be useful.

However, there’s hope with AI—provided it’s seamlessly integrated into existing workflows.

This is where Microsoft and Adobe are strengthening their collaboration. They’re bringing customer experience intelligence and AI-driven workflows directly into Microsoft 365 Copilot. This integration allows teams to progress from insights to alignment to execution in a single, fluid workflow. The outcome? Quicker decisions, better coordination, and improved business results—all without disrupting the flow of work.

Integrating Customer Experience Intelligence into Daily Work

Marketing teams aren’t struggling due to a lack of data; rather, it’s the separation of insights, collaboration, and execution that’s hindering them. This disconnect creates unnecessary hurdles, slowing down action.

In collaboration, Adobe and Microsoft are reshaping this landscape by linking Adobe’s customer experience capabilities with Microsoft 365 Copilot and Copilot Cowork. This means insights, collaboration, and actions can happen where work already occurs—in Copilot Chat, Teams, Word, and PowerPoint. Marketers can ask questions, delve into insights, align with colleagues, and take action without toggling between different tools—transforming intelligence into meaningful impact right when it matters.

Introducing the Adobe Marketing Agent for Microsoft 365 Copilot: Now Available

A significant milestone in this journey is the general availability of the Adobe Marketing Agent for Microsoft 365 Copilot, accessible through the Microsoft Commercial Marketplace.

The Adobe Marketing Agent brings customer experience intelligence directly into Copilot, allowing marketing teams to:

• Speed up the transition from insight to decision-making
• Transition smoothly from analysis to execution
• Ensure that humans stay in control, with AI aiding—not replacing—decision-making

This agent is also designed for enterprise use, enabling IT administrators to deploy and manage it through the Microsoft 365 admin centre, ensuring security, governance, and compliance at scale.

Enhancing Executive Experiences with Copilot Cowork

Looking forward, Adobe features aimed at customer experience orchestration will be available in Copilot Cowork in an upcoming release. This new experience will enable customer experience leaders to interact with insights in a more engaging and conversational manner, providing strategic visibility within the same Copilot settings where vital decisions and actions occur.

Built on Azure for Secure and Responsible Scaling

The backbone of these innovations is Azure. The Adobe Experience Platform, Adobe Experience Platform Agent Orchestrator, and Adobe AI Agents are all based on Azure, leveraging Azure AI models to provide the scalability, security, and reliability that enterprises require. Operating on Azure allows these agent-based experiences to benefit from Microsoft’s global network, top-tier security, and commitment to responsible AI—fostering customer trust as businesses scale their AI initiatives.

Designed for Smooth Interoperability Across Agent Ecosystems

Modern businesses don’t function within a single ecosystem, and neither should their agents.

Adobe agents are crafted to work seamlessly with those built using Microsoft Azure AI Foundry or Copilot Studio, empowering customers to create richer, interconnected workflows across marketing, sales, service, and operations.

This architecture facilitates the creation of solutions that genuinely reflect how work unfolds across various systems, teams, and processes.

Transitioning from Experimentation to Execution

This partnership signifies a broader shift in how companies approach AI—moving from trial stages to fully integrated, enterprise-ready solutions.

By uniting the capabilities of Adobe Experience Platform with Microsoft’s AI platform, cloud infrastructure, and Copilot features, we help teams work with greater speed, clarity, and confidence. This is how AI becomes not just potent—but also practical.

Learn More

Visit the Adobe + Microsoft partnership page
Check out the Adobe Marketing Agent for Microsoft Copilot page