Adobe used its Singapore Summit 2026 to introduce Adobe CX Enterprise Coworker, an AI teammate designed to plan, act and review entire marketing workflows on its own, as regional customers including AIA Group, DBS and Mandai Wildlife Group shared how they are scaling agentic AI responsibly.

Fabio Tiviti, VP and MD of Asia at Adobe, opened the event by framing AI-driven customer experience as a deliberate choice rather than something that simply happens to businesses. The day’s keynotes centred on three shifts reshaping customer experience: brand discovery moving to AI agents, the accelerating velocity of agentic innovation, and an explosion in content demand.

AIA and Mandai stress trust over pilots

In a live demo, CX Enterprise Coworker spotted a viral trend, built a campaign and updated content across channels within minutes, all inside a governed system with built-in guardrails and approvals. AIA Group and Mandai Wildlife Group joined a fireside chat on scaling AI responsibly, with both companies stressing that trust, clean data and a clear semantic layer matter more than the pilot itself.

“There are two moments in our business where a human always has to be there – delight and distress. The role of AI is to clear away the logistical noise, so our people have the energy left to be present for those moments, not just the ones in between,” said Yeow Loye Siew, Chief Information Officer, Mandai Wildlife Group.

“At AIA, we’re a human-centred business. Our agents engage with customers face-to-face, and that isn’t changing. AI’s role is to turn the data an agent needs into something they can actually use in the room, helping them show up more prepared, more empathetic, and better equipped to have meaningful conversations with customers,” said Plub Laothamatas, Group Customer and Digital Marketing Officer, AIA.

DBS, KrisShop adapt to AI-driven brand discovery

A separate keynote centred on Adobe’s expanded Brand Visibility capability, built on its completed Semrush acquisition, which pairs first-party data with more than 280 million real user prompts to give brands a single view of how they are represented and recommended across AI platforms including ChatGPT, Gemini and Claude. DBS and KrisShop shared how they are adapting their measurement and content strategies now that AI agents, not just search engines, are shaping how customers discover and choose brands.

A third keynote spotlighted Adobe GenStudio’s new Brand Intelligence layer, which moves brand checks from manual review to something the system understands natively, with a live demo showing AI agents handling ideation, creative production and video repurposing end-to-end while humans review only exceptions.