Adobe at Cannes Lions 2026: All Agentic AI Deals, Product Launches, and Partnerships

Adobe arrived at Cannes Lions 2026 as the festival's first-ever Headline Partner of LIONS Creators and made its biggest agentic AI push yet, announcing new partnerships with four major agency networks, a public beta of its Firefly AI Assistant across Creative Cloud apps, and two new product launches .

Headline Partner Role

Adobe served as the first-ever Headline Partner of LIONS Creators at Cannes Lions 2026, with a presence across Creator Beach, the Majestic Hotel, the Parvis, and stages throughout the festival . The company's theme, "From idea to impact," showcased the convergence of creativity, marketing, and AI .

Agency & Technology Partnerships

Adobe announced co-innovation partnerships with four major agency networks, each addressing a different facet of agentic customer experience :

• Accenture Song – Co-developed a new agentic experience orchestration framework, powered by Adobe technology, designed to help brands deliver AI-powered customer experiences at scale and drive measurable growth .
• Omnicom – Unveiled implementation architectures (automotive, pharma, retail, financial services) of its AI Agentic Operating Model, an enterprise solution powered by Adobe technology for planning, creating, activating, and optimizing campaigns .
• Stagwell's Code and Theory – Launched the Content Operating System for Sports, a solution streamlining content creation, management, and distribution for sports organizations, connecting fan engagement data to Adobe CX Enterprise workflows .
• WPP – Launched a connected intelligence layer that unifies paid media spend with owned customer experience data, creating a continuous improvement loop for customer interactions and marketing investment .

Adobe also announced that Adobe CX skills and MCP servers are now generally available in Anthropic's Claude Enterprise and Microsoft 365 Copilot Cowork, giving enterprise customers direct access to Adobe's CX capabilities within those AI environments .

Firefly AI Assistant Public Beta

On June 18, 2026, Adobe launched the public beta of its Firefly AI Assistant — its creative agent — across five flagship applications :

• Photoshop
• Premiere Pro
• Illustrator
• InDesign
• Frame.io

A private beta is also available in After Effects . Each app features a chatbot-style sidebar where users describe outcomes in plain language; the assistant then orchestrates and executes complex, multi-step workflows .

The assistant acts as a "creative agent" handling repetitive setup work, positioning the human user as the "creative director" who delegates labor-intensive tasks while retaining final aesthetic decisions . In Premiere Pro, for example, it can sort assets into bins, batch-rename clips, identify interview questions, add markers, and even assemble a working starting point from the timeline . In Photoshop, it can swap backgrounds, resize assets for multiple platforms, tidy layers, and execute brand revisions across the file .

Adobe Brand Visibility (with Semrush)

Adobe introduced Adobe Brand Visibility, a unified solution that brings together Semrush's AI visibility intelligence with Adobe's agentic content optimization capabilities . The tool helps brands enhance their presence across AI-powered search — what some call generative engine optimization (GEO) — and measure visibility impact . It draws on Semrush's database of nearly 290 million real prompts . Adobe President Anil Chakravarthy described it as "the LLM-era's version of SEO" .

GenStudio for Commerce Media Networks

Adobe also launched GenStudio for Commerce Media Networks, a new offering within Adobe CX Enterprise built for retail media networks . It enables retailers to help businesses scale on-brand ad campaigns that reach consumers at the moment of purchase, from a single workflow . The tool builds a working profile and creative from existing product listings, website content, and category context, then activates campaigns directly from that data .