Infosys, a global leader in digital services and consulting, has announced a strategic partnership with Adobe to revolutionise how global brands approach marketing using artificial intelligence (AI). This collaboration aims to unify customer experiences at scale, personalise content delivery, and enhance marketing workflows to achieve better efficiency.

Strategic AI-led Vision

The partnership brings together the Infosys Aster™ marketing suite and Adobe’s industry-leading technologies to offer a comprehensive, AI-amplified marketing solution. Infosys Aster™ is a suite of AI-powered marketing services and platforms designed to help companies transform their marketing operations into engines of growth. It includes creative services, digital commerce, MarTech orchestration, performance marketing, and marketing operations.

Adobe, known for its powerful Real-Time Customer Data Platform (CDP) and GenStudio, complements this by delivering personalised, data-driven customer journeys across multiple touchpoints, making the customer experience seamless and real-time.

Empowering CMOs with AI

According to Infosys CMO Radar 2024, 62% of CMOs now play a transformative role in business decisions, driven by AI-powered tools and insights. This joint offering empowers CMOs to:

• Deliver unified experiences at scale
  With Adobe’s Real-Time CDP and GenStudio, marketers can create, segment and deliver content efficiently. Infosys Aster™ adds agility and industry-specific expertise to ensure brands remain relevant and consistent across all touchpoints. For example, a telecom provider used this integrated solution to deliver in-app and multi-channel offers, increasing digital engagement by 40%.

• Personalise content to drive growth
  The joint solution enables hyper-targeted, localised campaigns across markets. Adobe’s tools enable real-time promotions and behaviour-based pricing, while Infosys Aster™ integrates MarTech with enterprise systems for smoother content operations. A retail jewellery brand using this setup saw a 27% improvement in campaign performance through dynamic 3D modelling and immersive experiences.

• Streamline workflows for efficiency
  Infosys Aster’s AI-powered orchestration helps automate content generation and campaign workflows. Combined with Adobe’s marketing solutions, it enhances go-live speed and channel efficiency. A leading technology company used this integration to rebuild its MarTech ecosystem, resulting in a 20% rise in campaign go-live efficiency.

AI as the Core Navigator

Sumit Virmani, EVP and Global Chief Marketing Officer at Infosys, highlighted that AI has evolved from a support tool to a core strategic navigator for marketers. The Infosys-Adobe offering enables CMOs to manage deeply personalised content at scale and unify brand identity across geographies, customer profiles, and communication channels.

He stated, “This joint offering is integral to our customer experience personalisation strategy and provides CMOs the foundation they need for growth-focused marketing.”

Adobe’s Perspective

Anil Chakravarthy, President of Adobe’s Digital Experience Business, emphasised that in an attention economy where audiences are overwhelmed by content, personalisation at scale is the key differentiator. Adobe and Infosys aim to redefine Customer Experience Orchestration, making it more intelligent, automated, and impactful.

He noted, “This collaboration streamlines the creation and delivery of compelling experiences across every touchpoint and channel.”

Industry Validation

Douglas Hayward, Senior Research Director at IDC, supported the initiative, stating that AI-native marketing tools are critical for CMOs to generate sustainable value. The Infosys-Adobe partnership is a step forward in empowering marketers with tools that deliver personalised and value-driven content through the entire customer journey.

Responsible AI and Brand Trust

The integrated solution is designed with a ‘responsible by design’ approach, ensuring ethical AI use, data privacy, and brand integrity. This builds customer trust, which is essential in modern marketing landscapes increasingly defined by data sensitivity and transparency.

Infosys and Adobe: Shared Vision

This collaboration positions Infosys and Adobe as global enablers of AI-first, customer-first marketing. With brands needing to deliver engaging, data-backed experiences across expanding digital ecosystems, this solution provides the infrastructure and intelligence to do so responsibly and effectively.

Infosys and Adobe’s joint marketing transformation framework equips brands to navigate dynamic market demands, elevate customer engagement, and drive sustainable growth.

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