In a strategic move that redefines the future of digital marketing, Infosys and Adobe have announced a global collaboration aimed at transforming the entire enterprise marketing cycle through the intensive use of artificial intelligence (AI). The alliance will combine the power of the Infosys Aster™ suite with Adobe’s advanced capabilities to deliver personalized experiences, optimize workflows, and scale real-time customer engagement.
AI to Connect Creativity, Data, and Efficiency
The proposal is based on joining forces to provide integrated solutions that span from content creation to campaign automation. Infosys Aster™, the AI-powered platform of the Indian giant, offers services in experience design, digital commerce, marketing operations, and MarTech orchestration. Adobe, on the other hand, provides key tools such as Adobe Experience Platform, Real-Time CDP, and GenStudio, enabling the design and distribution of hyper-personalized content based on customer data.
Together, both companies aim to empower Chief Marketing Officers (CMOs) to:
- Unify customer experience at scale, with consistent and personalized campaigns across multiple channels and devices.
- Activate personalized content quickly, enhancing emotional connection with customers and accelerating conversion.
- Automate complex workflows, increasing operational efficiency and reducing campaign execution time.
Tangible Results in Real Sectors
The collaboration has already shown concrete results. A telecommunications provider improved its digital engagement by 40% by implementing personalized in-app experiences along with multi-channel promotions, all thanks to the integration between Adobe Marketing Cloud and Infosys Aster™.
Another notable example is a retail jewelry brand that utilized Adobe Journey Optimizer along with dynamic 3D modeling provided by Infosys, achieving a 27% improvement in campaign performance.
For a major tech company, the implementation of Adobe Digital Experience with Infosys Aster™ enabled the reconstruction of the core MarTech, achieving a 20% improvement in campaign launch efficiency.
A Response to a Hyper-Competitive Environment
According to the CMO Radar 2024 report from Infosys, 62% of CMOs report having increasing influence in corporate decision-making, especially regarding digital strategy and growth. In this context, artificial intelligence has become an essential tool to navigate the complexity of modern marketing.
“AI has stopped being just a productivity or creativity tool; it is now a strategic compass for marketing leaders,” stated Sumit Virmani, global marketing director at Infosys. “This collaboration with Adobe is part of the customer experience personalization approach we promote at Infosys.”
From Adobe, Anil Chakravarthy, president of the digital experience business, added:
“In an attention economy, where content floods every channel, only personalized creativity at scale can make a difference. Adobe and Infosys are transforming experience orchestration with AI at the center.”
A Responsible Approach to AI
Both companies emphasize their commitment to a “responsibly designed” use of artificial intelligence, which involves developing solutions that respect user privacy, are secure, and align with ethical values. This approach aims to strengthen consumer trust and protect brand integrity.
Conclusion
The partnership between Infosys and Adobe represents a new paradigm for enterprise marketing, where creativity merges with artificial intelligence to achieve faster, more personalized, and effective results. In a world where users demand unique experiences and brands need to respond with agility, this collaboration could pave the way for a new generation of intelligent, customer-centric campaigns.