In my latest article for CMSWire, I look at what Adobe announced at MAX 2026 in Miami Beach and the work it creates for marketing teams. Adobe added several new ways for AI agents to work inside creative files: AI Assistants in Illustrator, Premiere, InDesign, After Effects and Frame.io, always-on Firefly agents, and local MCP integrations that will let third-party agents edit native Photoshop and Illustrator files, with a private beta planned for early 2027. Each of those routes touches brand assets, and marketing teams now have to decide who governs how agents apply the brand.
The article covers where the exposure sits. Agencies could point their own agents at a client’s native files, and Adobe’s example workflow includes no brand check. Brand rules can live in Creative Agent settings, Brand Intelligence and individual Capsules, and Adobe hasn’t said which source takes precedence when they conflict. Adobe-commissioned research found that senior leaders at companies with more than $1 billion in revenue estimated 9% of their public-facing content is off-brand. Practitioners estimated 27%. I lay out the governance work teams should finish before the MCP beta opens, including mapping each agent route into brand files with a named owner, putting rule precedence in writing, and deciding which tasks require human approval before anything ships.
Read the full article on CMSWire for the section on supervision, which compares Plan Mode approvals with always-on agents and covers the open question of whether admins can require Plan Mode.