Key takeaways
- Infosys and Adobe partner to enhance marketing transformation using AI-driven solutions.
- Combine Infosys Aster and Adobe tools for personalised, data-driven customer journeys.
- Launch hyper-targeted campaigns leveraging real-time customer behaviour insights.
- Use autonomous agents to optimise marketing workflows and improve efficiency.
- Focus on impactful creative content to stand out in a crowded marketplace.
Infosys and Adobe have announced a strategic collaboration to transform the marketing life cycle of global brands using artificial intelligence (AI). The partnership aims to unify customer experiences at scale, personalise content to drive growth, and streamline workflows for improved efficiency.
Infosys Aster, a suite of AI-powered marketing solutions, and Adobe’s industry-leading marketing tools will combine to help marketers create personalised, data-driven customer journeys across every touchpoint.
"CMOs know that AI can be their partner in propelling business growth while helping them navigate the complexities of scaling deeply personalised content and unifying the brand experience," Sumit Virmani, EVP and global chief marketing officer, Infosys, said.
On the other hand, Adobe’s Real-Time Customer Data Platform (CDP) and GenStudio empower brands to manage content creation, segmentation, and experience delivery. Infosys Aster adds AI-powered agility to marketing, helping businesses respond to customer behaviour, market trends, and evolving business needs.
The collaboration makes it easier to launch hyper-targeted personalised campaigns, leveraging Adobe’s technologies to deliver real-time promotions and pricing based on customer behaviour.
The integrated solution also incorporates autonomous agents that plan, execute, and optimise marketing workflows.
"In an attention-based economy where consumers and businesses are inundated with content across every channel, impactful creative personalised at scale is what will enable marketers to break through," Anil Chakravarthy, president of digital experience business at Adobe, added.
Douglas Hayward, senior research director at IDC, added, “Today’s CMOs need AI-enabled tools that understand consumers and business customers as individuals with context-specific needs.”
