Infosys and Adobe have announced a strategic collaboration to integrate artificial intelligence into the marketing lifecycle of global brands. The partnership aims to help businesses streamline workflows, personalize content delivery, and unify customer experiences at scale using the Infosys Aster marketing suite and Adobe’s digital experience tools.

The organizations announced that their joint offering would provide Chief Marketing Officers (CMOs) with advanced AI capabilities to enhance the efficiency of marketing operations.

Sumit Virmani, Executive Vice President and Global Chief Marketing Officer at Infosys, says, “For marketing, AI has rapidly transitioned from merely amplifying productivity and creativity to becoming a genuine guide for marketers. CMOs recognize that AI can be a crucial ally in driving business growth, helping them manage the challenges of scaling highly personalized content while simultaneously coordinating the brand experience.”

As stated by the companies, Infosys Aster offers capabilities in performance marketing, MarTech orchestration, experience design, and digital commerce, while Adobe contributes its Experience Platform, featuring tools like Real-Time CDP and GenStudio.

The partnership asserts that it will provide advantages to businesses in three primary areas. Firstly, it facilitates the provision of a cohesive customer experience across multiple channels and touchpoints. For example, a communication service provider utilized Adobe Marketing Cloud and Infosys Aster to roll out in-app offers and multi-channel promotions, resulting in a 40 percent increase in digital engagement.

Secondly, this collaboration is set to help firms personalize content to boost growth. The combination of Adobe’s real-time promotional and customer behavior analytics with Infosys Aster’s ability to integrate enterprise systems is expected to simplify the execution of hyper-targeted campaigns. A retail jewelry brand, for example, experienced a 27 percent increase in campaign performance after leveraging solutions from both companies.

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Lastly, the partnership promotes automation in campaign execution. The introduction of AI-driven agents for planning and workflow management reportedly enabled a technology firm to improve its campaign launch efficiency by 20 percent.

Anil Chakravarthy, President of Adobe’s Digital Experience Business says “In an economy reliant on attention, where consumers and businesses are overwhelmed with content across every channel, impactful creative that is personalized at scale will empower marketers to stand out.”

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Industry analyst Douglas Hayward of IDC endorsed the initiative, says, “CMOs must systematically plan, deploy, and manage these tools throughout the entire customer lifecycle. This collaboration between Infosys Aster and Adobe aims to enhance marketing excellence with AI and is strategically poised to meet customer needs.”