Infosys & Adobe: AI Marketing Transformation

Infosys and Adobe Collaborate to Transform AI Marketing

Infosys and Adobe have announced a strategic partnership to revolutionize the marketing lifecycle through AI-powered solutions. This collaboration aims to deliver unified customer experiences, personalize content, and streamline marketing workflows for brands worldwide.

The partnership combines Infosys Aster™, a suite of AI-driven marketing services, with Adobe's advanced capabilities in content creation, data analysis, and customer journey personalization. Together, these technologies will help marketers respond to evolving customer behaviors and optimize their marketing strategies.

Delivering Unified Experiences

A key focus of the collaboration is enabling marketers to create seamless brand experiences across all channels and touchpoints. Adobe's Real-Time CDP and GenStudio will facilitate content creation and audience segmentation, while Infosys Aster™ provides industry-specific AI solutions to enhance marketing agility.

For instance, a telecommunications provider leveraged Adobe Marketing Cloud and Infosys Aster™ services to deliver targeted in-app experiences and customized offers, resulting in a 40% increase in digital engagement. This success highlights the potential of the partnership to transform customer interactions.

Personalizing Content for Maximum Impact

The integration of Infosys Aster™ and Adobe technologies will simplify the launch of personalized campaigns with localized content strategies. Adobe's tools enable brands to deliver tailored content and real-time promotions based on customer behavior, while Infosys Aster™ ensures seamless integration with existing MarTech and enterprise systems.

A retail jewelry brand used Adobe Experience Platform and Adobe Journey Optimizer, along with Infosys Aster™, to create immersive experiences. This approach led to a 27% improvement in campaign performance, demonstrating the effectiveness of personalized marketing.

Streamlining Marketing Workflows

The combined solution introduces autonomous agents to automate marketing tasks, from planning to execution and optimization. Infosys Aster™ orchestrates Adobe technologies to streamline content creation and campaign workflows, allowing marketers to focus on strategic initiatives rather than operational tasks.

A technology giant rebuilt its MarTech infrastructure with Adobe digital marketing solutions and Infosys Aster™ analytics, improving workflows and increasing campaign efficiency by 20%. This example underscores the potential for AI to enhance operational efficiency in marketing.

A Responsible Approach to AI

The partnership emphasizes a 'responsible by design' approach to AI, ensuring that AI-driven marketing solutions are ethical, transparent, and aligned with customer privacy expectations. This commitment reflects the growing importance of responsible AI practices in the marketing industry.

Industry Perspectives

Sumit Virmani, EVP and Global Chief Marketing Officer at Infosys AI, highlighted AI's role as a navigator for marketers, enabling them to scale personalized content and unify brand experiences. Anil Chakravarthy, President of Adobe's Digital Experience Business, emphasized the importance of impactful, personalized creative content at scale.

Douglas Hayward, Senior Research Director at IDC, noted that CMOs need AI tools that understand customers and deliver personalized offerings. Ray Sharma, Industry Analyst and Editor at The Fast Mode, added that the collaboration aims to accelerate marketing excellence through AI innovation.

Overall, the Infosys-Adobe partnership represents a significant step forward in AI-driven marketing, offering brands the tools to deliver unified, personalized, and efficient customer experiences.