Omnicom’s Adobe Practice Announces General Availability of the Agentic Operating Model

November 4, 2026 — Omnicom’s Adobe Practice today announced the general availability of the Agentic Operating Model that helps enterprise marketing teams plan, create, activate and measure with AI agents working alongside their people. Omnicom and Adobe first announced their plans to co-develop the solution at Adobe Summit 2026. Today it is available to enterprise clients, with prebuilt blueprints and industry customer journeys ready to deploy.

AOM brings together Adobe’s enterprise marketing and content platforms, Acxiom’s data and identity foundation, and Omnicom’s marketing expertise. AI agents take on the routine work that slows teams down, while marketers keep ownership of strategy, creative judgment and brand decisions.

Omnicom and Adobe are showing AOM to senior marketing leaders next week at an invitation-only Agentic Operating Model Forum in Miami Beach on November 9, followed by Omnicom’s Diamond Sponsorship presence at Adobe MAX 2026, November 10–12.

Generative AI has given teams more tools than ever, yet most enterprises are still running them through planning, review and measurement processes that were never designed for AI. AOM is built around the four gaps where most enterprise marketing organizations stall:

• Planning that is disconnected from data and business goals
• Creative that loses its original intent as it moves through production
• Activation that runs without orchestration across channels
• Measurement that reports results but never feeds back into strategy

“Most marketing organizations don’t have a technology gap. They have an operating model gap,” said Nicholas DeBenedetto, Global Managing Director of Omnicom’s Adobe Practice. “Adding AI to a broken system just makes the problems show up faster. AOM gives leaders a working model for how people and agents share the work, so the investment in AI actually shows up in growth.”

AOM connects the full marketing workflow, from ideation and creative briefs through creative development, journey-based orchestration and web experiences. At the center of AOM is the Marketer Console, a single view that surfaces insights and next best actions tailored to each marketer’s persona. Behind the console, Adobe’s powerful platforms and AI agents handle routine work such as building audience segments, tagging assets, running brand and rights checks, and routing work to the right reviewer. People stay accountable for the decisions that need judgment.

For agent coordination, AOM brings Adobe CX Enterprise Coworker, Omnicom’s proprietary agents and custom-built agents together in a single ecosystem. Clients don’t have to choose one platform or rebuild the agents they already use. Agents work under the same brand, data and approval rules, so work moves from one agent to the next without losing context.

“Enterprise customers have embraced generative AI, and the next step is building the operating model around it,” said DeBenedetto. “AOM shows what that looks like in practice, combining Adobe’s platform with Omnicom’s expertise to help brands scale content and personalization with confidence.”

Agentic Operating Model Forum & Adobe MAX

Omnicom and Adobe are hosting an invitation-only Agentic Operating Model Forum November 9 at The Bass Museum in Miami Beach, the day before Adobe MAX begins. The forum brings together senior marketing leaders for a working session on what it takes to run marketing with AI agents. The program includes:

• A strategic keynote on agentic AI featuring Omnicom, Adobe and client leaders
• A live “day in the life” demo showing AOM in action across a full campaign workflow
• Executive roundtables on where handoffs fail, the realities of enterprise data, how teams are redesigning workflows, and the roles marketing organizations will need next

As a Diamond Sponsor of Adobe MAX 2026, November 10–12 in Miami Beach, Omnicom will also present three sponsored sessions on how brands keep creative ideas intact while scaling content with AI:

• Inside the Agentic Operating Model Powering Intelligent Brand Growth: Your best idea rarely survives the handoff. See how Omnicom and Adobe built an AI agentic operating model that keeps it intact from first sketch to final activation. Wednesday, November 11 at 2:00 p.m. EST
•  Operationalizing the Intelligent Age of Brand Growth (Virtual Session): Good work still gets stuck in approvals, handoffs, and the four gaps costing enterprises time and momentum. Find out how Omnicom and Adobe are closing them. Tuesday, November 10 at 1:00 p.m. EST
• Earning Customers for Life: The Age of Intelligent Creativity: See how Adobe and AT&T traded operational burden for creative capacity, delivering relevant, personalized content at scale and at unprecedented velocity, without compromising the human craft of creativity. Tuesday, November 10 at 2:15 p.m.

Omnicom and Adobe leaders will be available for one-on-one meetings throughout MAX. To learn more about AAOM or schedule a meeting, contact [email protected].

About Omnicom Adobe Practice

Omnicom’s Adobe Practice brings together Adobe-certified experts and marketing transformation leaders from across Omnicom’s connected capabilities. Clients gain access to the world’s largest media network; award-winning creative agencies; leading performance marketing and CX expertise; Acxiom, the industry’s most comprehensive first-party data and identity platform; and specialized teams in martech, data science, AI, and transformation. Guided by the principle “The Power of Many. The Precision of One.,” the practice pairs the scale of a global network with a dedicated team focused on each client’s business, delivering clear accountability and personal attention. To learn more, visit adobe.omc.com.