From insight to action: how Adobe and Microsoft are helping marketers move faster with AI
Today’s marketing leaders are under pressure to do more than ever—deliver meaningful personalization, accelerate execution, and prove measurable business impact. At the same time, teams are navigating increasing complexity: fragmented data, disconnected tools, and insights that arrive too late to act on. AI can change this—but only when it’s embedded directly into how people already work. That’s why Microsoft and Adobe are deepening our partnership: bringing customer experience intelligence, AI-powered workflows, and enterprise-grade AI directly into Microsoft 365 Copilot—so teams can move from insight to alignment to execution in one continuous workflow. The result is faster decisions, more coordinated execution, and clearer business outcomes—without breaking flow or context. Bringing customer experience intelligence into the flow of work Marketing teams don’t struggle because they lack data. They struggle because insights live in one place, collaboration in another, and execution somewhere else entirely. That disconnect slows teams down and creates unnecessary friction between analysis and action. Together, Adobe and Microsoft are changing that dynamic by connecting Adobe’s customer experience capabilities with Microsoft 365 Copilot and Copilot Cowork—so insight, collaboration, and next-best action can happen where work already happens: in Copilot Chat and in everyday apps like Teams, Word, and PowerPoint. Marketers can ask questions, explore insights, align with teammates, and take action without jumping between tools—turning intelligence into impact at the moment it matters. Adobe Marketing Agent for Microsoft 365 Copilot: now generally available A major milestone in this journey is the general availability of the Adobe Marketing Agent for Microsoft 365 Copilot, now available via Microsoft Commercial Marketplace. The Adobe Marketing Agent brings Adobe customer experience intelligence directly into Copilot, enabling marketing teams to: Accelerate time from insight to decision Move seamlessly from analysis to execution Keep humans firmly in control, with AI supporting—not replacing—decision‑making Importantly, the agent is enterprise-ready by design. IT administrators can deploy and manage the experience through the Microsoft 365 admin center, ensuring security, governance, and compliance at scale. Expanding executive experiences with Copilot Cowork Looking ahead, Adobe skills designed for customer experience orchestration will be accessible in Copilot Cowork—in a future release. This upcoming experience will enable customer experience leaders to engage with customer experience insights in a more direct, conversational way, bringing strategic visibility into the same Copilot environments where decisions are made and actions are coordinated. Built on Azure to scale securely and responsibly The technology foundation of this innovation is Azure. Adobe Experience Platform, Adobe Experience Platform Agent Orchestrator, and Adobe AI Agents are built on Azure and leverage Azure AI models, providing the scalability, security, and reliability enterprises require. By running on Azure, these agentic experiences benefit from Microsoft’s global infrastructure, enterprise‑grade security, and responsible AI commitments—supporting customer trust as organizations scale AI across their business. Designed for interoperability across agent ecosystems Modern enterprises don’t operate in a single ecosystem—and their agents shouldn’t either. Adobe agents are built to interoperate with agents created using Microsoft Azure AI Foundry or Copilot Studio, enabling customers to orchestrate richer, cross‑functional workflows across marketing, sales, service, and operations. This architecture is designed to enable organizations to compose agentic solutions that reflect how work actually happens—across systems, teams, and business processes. Moving from experimentation to execution This partnership reflects a broader shift in how organizations adopt AI—moving from experimentation to embedded, enterprise‑ready execution. By bringing the full power of Adobe Experience Platform together with Microsoft’s AI platform, cloud infrastructure, and Copilot experiences, we’re helping teams move faster with clarity, confidence, and control. This is how AI becomes not just powerful—but practical. Learn more Adobe + Microsoft partnership page Adobe Marketing Agent for Microsoft Copilot pageBuild AI skills at Microsoft AI Skills Fest
Register now for Microsoft AI Skills Fest, a no-cost digital skilling event taking place June 8–12. Designed so partners can stay ahead in the rapidly evolving AI landscape, attendees can build in-demand AI skills, gain practical insights, and discover ways to deliver innovative solutions, deepen customer relationships, and stay competitive in a fast-changing market. Get ready to lead Frontier Transformation If you’re a solution engineer or architect building AI agents across the Frontier stack—including Microsoft 365 Copilot, Microsoft Foundry, Copilot Studio, GitHub Copilot, Fabric, and Agent 365—you can validate your expertise with the Frontier Transformation Engineer badge. Continue reading this blog on our newSkilling discussion boardGet ready to lead Frontier Transformation: Earn your badge and attend the summit
If you’re a solution engineer or architect building AI agents across the Frontier stack—including Microsoft Foundry, Microsoft Copilot Studio, Microsoft 365 Copilot, GitHub Copilot, Microsoft Fabric, and Agent 365—now’s the perfect time to validate your expertise with the Frontier Transformation Engineer badge. Through certifications, project-ready execution, and advanced training, this applied skilling journey hones your capabilities in designing, building, and operating production-ready agentic AI solutions—so you can lead customers from AI experimentation to secure implementation. Learn more about how to engineer a Frontier partner practice in our latest blog post. Want to fast-track your badge completion? Join us at the Frontier Transformation Engineer Summit on June 9 for a live, expert-led skilling experience where you’ll explore how to use Microsoft Agent Factory at scale, build your expertise, showcase organizational readiness, and lead Frontier Transformation for your customers.Partner Blog | Build Frontier Transformation capability with new engineer skilling and June events
Customers are moving quickly to Frontier Transformation, where AI and agents are embedded as a repeatable, governed operating capability. As Nicole Dezen outlines in her recent post, Accelerating Frontier Transformation with Microsoft partners, Frontier Transformation is the moment when AI becomes a repeatable, governed capability embedded into the flow of work, business processes, and customer engagement. Customers are moving from targeted pilots to operating AI at scale, grounded in identity, data protection, compliance, monitoring, and change management. This shift changes what customers look for in a partner. Customers increasingly want teams that can translate ideas into deployable solutions, then scale adoption and measurement so that AI runs reliably in production. That is why skilling matters. Skilling is how you build technical readiness and delivery confidence across sales, presales, engineering, and delivery roles. It is how you turn emerging demand into repeatable execution. It is also how you validate capability as the bar rises for governed, secure AI at scale. This post shares the latest Frontier skilling opportunities across Microsoft Partner Skilling, designed to take partners from learning to customer impact faster. For deeper context on the Frontier engineering approach, read our recent post, Engineering the Frontier partner practice. Frontier skilling starts here Partners have told us they want skilling tied to real delivery motion, not just content. These Frontier-focused updates are designed to deliver role-based learning that builds practical readiness, plus clear ways to validate skills and align your team around how Frontier Transformation is delivered at scale. New Partner Skilling discussion board A dedicated Partner Skilling discussion board is now available for partners to discover skilling resources, connect with subject matter experts, and get questions answered across solution areas. Continue reading blog herePartner Blog | Leading the moment: How Azure partners are driving the Frontier shift
Something fundamental is shifting in how partners create value, and it is moving faster than many expected. That shift is creating new opportunities for those ready to lead. Across recent partner events and one-on-one conversations, we have heard a consistent message: customers are actively adopting AI and shifting toward becoming Frontier firms. They are moving AI from isolated experimentation to a core capability that drives execution, differentiation, and growth. Now customers are asking a more consequential question: how do we rewire our businesses to operate as a Frontier firm? That question can reshape how you deliver value. In this blog, we share how Microsoft is investing in the platform and programs that enable the partner-led path to becoming Frontier, so you can turn AI ambition into durable transformation. The Frontier shift partners are witnessing now Frameworks set the direction, but markets move when partners lead. In conversations with partners around the world, one point is clear: AI has moved from exploration to execution. Customers are no longer asking whether to adopt AI. They are asking how fast they can put it to work safely, at scale, and with measurable outcomes. Take TD SYNNEX, for example. TD SYNNEX is turning “AI-ready” into a repeatable channel motion by connecting devices, cloud, and security into its “Better Together” approach. Instead of letting customers buy pieces of the stack in silos, the motion guides partners to modernize endpoints, secure the foundation, and then adopt Microsoft AI with confidence, at the scale distributors can bring. Across these conversations, a clear pattern is emerging: partners are thinking beyond any single workload or product to drive end-to-end business transformation built on Azure. This is the Frontier narrative coming to life in the market. Continue reading hereMake this your year for Frontier Transformation: Earn your badge and join us at the summit
If you’re a solution engineer or architect building AI agents across the Frontier stack—including Microsoft Foundry, Microsoft Copilot Studio, Microsoft 365 Copilot, GitHub Copilot, Microsoft Fabric, and Microsoft Agent 365—now’s the perfect time to validate your expertise with the Frontier Transformation Engineer badgehttps://aka.ms/FrontierPartnerSkilling. Through certifications, project-ready execution, and advanced training, this applied skilling journey hones your capabilities in designing, building, and operating production-ready agentic AI solutions—so you can lead customers from AI experimentation to secure implementation. Learn more about how to engineer a Frontier partner practice in our latest blog post. Want to fast-track your badge completion? Join us at the Frontier Transformation Engineer Summit on June 9 for a live, expert-led skilling experience where you’ll explore how to use Microsoft Agent Factory at scale, build individual expertise, showcase organizational readiness, and lead Frontier Transformation for your customers. Plus, make sure you’re registered for MCAPS Start for Partners on July 22 to get the insights and playbooks to sharpen your focus and position your practice where the momentum is strongest. Register nowPartner Blog | Time to market wins: Building the Frontier partner practice
Customers are clear about what they want from AI now. They want to move from ideas to outcomes faster, and at enterprise scale. The experimentation phase is giving way to production expectations, and time to market is becoming a competitive advantage in how organizations transform. That shift creates opportunity for AI practice leaders in services partner organizations. Partners who can repeatedly take agentic solutions from concept to production, while addressing governance and security considerations, can earn a bigger role in customers’ most critical transformation work. Earlier this spring, Nicole Dezen shared the direction for our partner ecosystem, including our framework for Frontier Transformation and updates to the Microsoft AI Cloud Partner Program, such as the Frontier Partner specialization. This blog is the follow-up, with clear guidance on how to build the partner business behind Frontier Transformation and how to position your practice to win on time to market. Move confidently from pilots to production AI has moved from experimentation to real-world impact. Customers are transforming business processes, products, and employee experiences with AI, and they expect solutions that operate reliably in the real world. That means production-grade delivery, governance, and the ability to scale. continue reading hereEVENT | Drive Frontier Transformation: Attend the engineer summit and work toward your badge
Accelerate your capabilities delivering Frontier Transformation with two exciting opportunities: the Frontier Transformation Engineer badge and the Frontier Transformation Engineer Summit. The Frontier Transformation Engineer badge validates your expertise in building AI agents across the Frontier stack, which includes Microsoft Foundry, Microsoft Copilot Studio, Microsoft 365 Copilot, GitHub Copilot, Microsoft Fabric, and Agent 365. This applied skilling journey equips solution engineers and architects to design, build, and operate production-ready agentic AI solutions—so you can lead customers from AI experimentation to secure, real-world agentic implementation. Earn the badge through certifications, project-ready execution, and advanced training. As you work toward the badge, join us for the Frontier Transformation Engineer Summit on June 9, a live, expert-led skilling experience designed to fast-track badge completion. Gain insights on how to use Microsoft Agent Factory at scale, building individual expertise, showcasing organizational readiness, and leading Frontier Transformation for your customers. These are exciting opportunities to drive Frontier Transformation—both for your organization and for customers who are looking to adopt agentic AI at scale. And as we get ready to enter FY27, the year of Frontier Transformation, we strongly encourage you to join us at MCAPS Start for Partners on July 22. You'll get insights from Microsoft leaders on where we’re investing, our shared priorities, and how to activate AI-led opportunities to drive growth this year.Scaling Seller Impact with ASPX Insights: From Data Access to AI-Driven Execution
ASPX Insights in Partner Center Most sellers are not constrained by opportunity; they are constrained by time and signal. With up to 70% of effort spent on administrative work, portfolio coverage continues to expand while insight quality declines. Sellers are forced to manually interpret fragmented telemetry across multiple systems, slowing decision-making and reducing precision in where they focus. The result is missed revenue signals, delayed interventions, and inconsistent execution at scale. Productivity is not just about efficiency, it is about enabling every seller to consistently identify and act on the highest-value opportunity, in real time. To drive consistent, data-led growth across Security and AI Business Solutions, partners should connect to ASPX Insights within Partner Center. This provides direct access to adoption propensity models, customer telemetry, and actionable account-level insights across Microsoft 365 Copilot, E7, and Agent 365 scenarios. Access to ASPX Insights is only the starting point. The real value comes from how you operationalise that data and surface it directly to sellers in the flow of work. The most effective pattern is to build a lightweight “opportunity agent” that connects to ASPX data via API and translates telemetry into clear actions. This ensures your sales teams have the right conversation with the right customer at the right time - Conversations that are backed by intelligent insights to help guide your customer's on their AI and security journey. The Architecture ASPX Insights is powered by Partner Center data and exposes rich telemetry and propensity signals that can be accessed programmatically. This allows partners to move beyond dashboards and embed insights directly into seller workflows. As demonstrated in internal adoption patterns, partners can connect to ASPX via API and pull Customer-level adoption and usage telemetry Copilot, Security, and Agent usage signals Propensity scores for expansion, adoption, and conversion Licensing, whitespace, and engagement indicators The M365 Partner API – AI Business Solutions & Security Insights allows partners to ground an agent in real, actionable data rather than static pipeline assumptions. By pulling live telemetry and seat-level signals directly into the agent, the solution continuously reflects actual customer usage patterns - who is adopting, who is stalled, and where there is untapped potential. This means opportunity identification is no longer based on periodic reporting or manual interpretation, but on near real-time behavioural insight. As a result, account prioritisation, upsell motions, and intervention strategies are driven by evidence rather than instinct, enabling account teams to act with precision and focus on the highest-impact opportunities across their portfolio. The agent should act as a translation layer between raw telemetry and seller action. The goal is not to expose more data, but to remove ambiguity and tell the seller exactly where to focus. A simple architecture looks like this: Data layer Ingest ASPX Insights data via API on a daily or scheduled basis. Optionally store monthly snapshots to track trends and smooth out variability. This creates both real-time signal and historical context. With the data layer you have a couple of options. You can integrate directly into Partner Centre ASPX Insights by using the API. This is technically complex and may have a longer lead time to see results. Alternatively, to see results with less complexity, you can simply download snapshots of the data monthly from ASPX Insights in Partner Centre. This is manual but easy to achieve and offers a shorter time to value for your agent. Scoring layer Use ASPX propensity outputs directly or combine them with your own logic to rank accounts across a small set of opportunity lenses Expansion ready (Copilot scale) Conversion ready (free to paid) At risk (low adoption vs paid licenses) Transformation ready (Agent 365 and advanced AI scenarios) These align directly with the machine learning models and signals already surfaced in ASPX. Action layer Translate scores into next best actions Who to engage Why now What motion to run (sell, enable, expand, govern) This is where agents create value. Sellers should not see raw dashboards. They should see prioritised accounts and recommended actions. Internal Adoption Path The key design principle is simple: bring insight into the tools sellers already use. CRM integration Push ranked accounts and recommendations directly into CRM as opportunities, tasks, or account insights. This ensures data becomes part of pipeline management, not a separate activity. Copilot / Agent interface Expose the agent through Microsoft 365 Copilot or a custom chat interface where sellers can ask Which customers should I prioritise this week Which accounts are ready for Copilot or E7 expansion Where are my adoption risks The agent queries the ASPX-backed dataset and returns structured recommendations in seconds. Proactive notifications Trigger alerts based on signal changes Spikes in Copilot usage Drops in adoption for paid tenants New high-propensity accounts entering threshold This shifts sellers from reactive to proactive engagement. Portfolio dashboards (secondary) Maintain dashboards for leadership and planning, but not as the primary interaction model for sellers. Dashboards support strategy, agents drive execution. Extending into E7 and Agent 365 scenarios Once the agent is connected to ASPX, partners can extend the same model across broader solution plays E7 opportunities Use signals such as usage depth, licensing posture, and workload adoption to identify customers progressing toward advanced security and compliance requirements. The agent can flag these accounts as ready for E7-led conversations. Agent 365 opportunities Combine Copilot maturity with agent usage signals to identify customers moving beyond productivity into process automation. These are high-value transformation plays where partners should proactively engage. This ensures sellers are not operating in silos but are guided toward the next logical workload based on real behavior, not assumptions. Where to Next If you lead a partner sales team, connect to ASPX Insights and see how these insights can empower your sales teams to achieve more. Check out our ready made ASPX Insights agent in Github.Now generally available: Microsoft 365 E7 and Agent 365
We're excited to announce the general availability of Microsoft 365 E7 and Agent 365! Microsoft 365 E7 is the Frontier Suite powered by Work IQ, designed for a human-led, agent-operated enterprise—turning human intent into AI action that functions securely and at scale. Microsoft 365 E7 bundles Microsoft 365 E5, Copilot, Agent 365, and more into a single integrated offer built for customers’ Frontier Transformation. Designed for organizations to move from AI experimentation to scale, it includes Microsoft Entra Suite and advanced Defender, Intune, and Purview capabilities, delivering comprehensive security across agents and employees. Agent 365 is the control plane for customers to observe, govern, and secure both Microsoft and third-party AI agents, grounded in shared intelligence and built with trust to protect the organization. This marks a clear path for customers to upgrade to Microsoft 365 E7, unlocking access to Agent 365 for a setup built for secure agentic operations. Get more details
