Adobe Expands Partner Network to Scale Agentic AI in Enterprise CX
At Adobe Summit 2026, Adobe unveiled CX Enterprise — an end-to-end agentic AI system with deep integrations across AWS, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI. The Marketing Agent is now GA in Microsoft 365 Copilot and beta across ChatGPT Enterprise, Claude Enterprise, and Gemini Enterprise. Six major agency groups (dentsu, Havas, Omnicom, Publicis, Stagwell, WPP) are standardizing on CX Enterprise. This isn't bolted-on AI — it's the platform becoming agent-native.
Read on Economic Times CIO →Possible 2026: AI's Experiment Window Is Closing
Key takeaways from this week's Possible marketing conference: Teams that skipped data hygiene before deploying AI are finding out the hard way. Creators have become the most important distribution channel for any message. Independent agencies are making agility their competitive edge against holdcos. And PayPal's transaction graph (400M consumers, 30M merchants) is becoming the new identity layer as cookies fade.
Read on eMarketer →OpenAI Enables Marketing Cookies by Default for Free ChatGPT Users
OpenAI updated its privacy policy to share limited identifiers (cookie IDs, device IDs, email addresses) with advertising partners. The goal: measure ad effectiveness and target free users for conversion. WIRED found marketing settings were "on" by default for free accounts. This comes as OpenAI expands its own ad network inside ChatGPT. The AI assistant that promised privacy is quietly becoming an ad platform.
Read on DNYUZ (via WIRED) →Marketing Automation Trends May 2026: Five Forces Colliding
The signals from late April point in one direction: AI assistants, first-party data, community/fan data, intent-led search, and role redesign are all colliding at once. Automation is shifting from task-sending to decision support. Google is leaning harder on intent over keywords. The best place to start? Fix lead capture, routing, reactivation, and post-sale flows before adding flashy content tools.
Read on Mean CEO →InMobi: Agent-to-Agent Ad Interaction Coming by End of 2026
At ADWEEK House Possible, InMobi's co-founder predicted AI agents will soon negotiate with each other on ads — consumers load preferences, AI finds best options, ads become conversational. Their agentic commerce platform Glance is already showing "off the charts" ROAS by generating AI visualizations of products on users. The catch: token costs must come down. InMobi's solution: ads subsidize the AI tokens.
Read on Adweek →💡 My Take
Read this one: The eMarketer piece on Possible 2026. The line that stuck with me: "Marketers who skipped data hygiene before deploying AI are now finding out the hard way." The experiment window is closing. The gap between companies that did the prep work and those running on vibes is about to become very visible.