New Delhi, June 18 -- Infosys and Adobe have announced a strategic partnership aimed at transforming how global brands manage and deliver their marketing operations using artificial intelligence. The collaboration seeks to improve customer experiences, personalise marketing content, and streamline marketing workflows at scale.
Under the partnership, Infosys and Adobe will assist brands in creating highly targeted marketing campaigns, enabling quicker adaptation to customer insights and preferences.
The joint initiative will bring together Infosys Aster, which is an AI-driven suite of marketing services, and Adobe's range of digital marketing technologies. The two companies plan to provide solutions that allow businesses to offer consistent brand experiences across multiple platforms and channels, and respond quickly to changing customer behaviour and market demands.
Infosys Aster integrates various marketing technologies with enterprise systems to form a digital foundation for campaign execution. Adobe's tools, including its real-time customer data platform and content creation suite, will allow marketers to deliver content based on individual user data and behavioural patterns.
With this solution, businesses can plan and implement marketing strategies more effectively. Tasks such as content creation, segmentation, and campaign deployment can now be streamlined, resulting in faster go-to-market times and better performance tracking, the companies said.
Recent findings from Infosys' CMO Radar 2024 report highlight the growing influence of Chief Marketing Officers in broader business strategy, with 62% reporting increased involvement in corporate decision-making. The report suggests that AI-driven solutions like those offered through the Infosys-Adobe collaboration are becoming essential tools for marketing leaders navigating complex digital landscapes.
Sumit Virmani, Chief Marketing Officer at Infosys, said that AI is now central to modern marketing and plays a key role in helping businesses scale personalised content while maintaining a unified brand message. He added that the partnership with Adobe forms part of Infosys' wider approach to customer experience and aims to equip marketing teams with tools that balance creativity and consistency.
"In an attention-based economy where consumers and businesses are inundated with content across every channel, impactful creative personalized at scale is what will enable marketers to break through," said Anil Chakravarthy, President, Digital Experience Business, Adobe.
Infosys and Adobe said their integrated solution will also follow ethical AI standards, aiming to build trust with consumers and reinforce brand credibility. The companies believe the collaboration sets the stage for a new generation of marketing solutions that are AI-native, scalable, and aligned with evolving customer expectations.
Published by HT Digital Content Services with permission from TechCircle.