Infosys & Adobe: AI Marketing Transformation

Infosys and Adobe have announced a strategic collaboration to transform the marketing lifecycle of brands using AI.

The collaboration will combine Infosys Aster™ and Adobe capabilities to unify customer experience, personalize content, and streamline workflows. Infosys Aster™ is a suite of AI-powered marketing services that helps businesses transform marketing. Adobe enables personalized, data-driven customer journeys across every touchpoint, using content, data, and AI.

Infosys and Adobe will orchestrate AI-enhanced marketing solutions that enable CMOs to:

Deliver Unified Experiences

Marketers can deliver unified brand experiences across channels and touchpoints. Adobe's Real-Time CDP and GenStudio facilitate content creation and segmentation. Infosys Aster™ provides industry expertise and AI agility to marketing, helping marketers respond to changing customer behaviors.

For example, a communication service provider used Adobe Marketing Cloud with Infosys Aster™ services to deliver in-app experiences and custom-target offers, resulting in a 40 percent increase in digital engagement.

Personalize Content

Launching personalized campaigns with localized content strategies will be easier. Adobe technologies allow brands to deliver personalized content and drive real-time promotion based on customer behavior. Infosys Aster™ helps create a digital foundation by integrating MarTech and enterprise systems.

For example, a retail jewelry brand developed a personalized campaign with Adobe Experience Platform and Adobe Journey Optimizer and used Infosys Aster™ to create immersive experiences. This resulted in a 27 percent improvement in campaign performance.

Streamline Workflows

The integrated solution brings autonomous agents to plan, execute, and optimize marketing tasks. With Infosys Aster's AI orchestration of Adobe technologies, marketers can automate content creation and streamline campaign workflows.

For example, a technology giant rebuilt their MarTech core with Adobe digital marketing solutions and Infosys Aster™ analytics, improving workflows and increasing campaign efficiencies by 20 percent.

The integrated solution promotes a 'responsible by design' approach to AI practices.

Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys AI, said AI has evolved into a true navigator for marketers, helping them scale personalized content and unify brand experience.

Anil Chakravarthy, President, Digital Experience Business, Adobe, said that impactful creative personalized at scale is what will enable marketers to break through.

Douglas Hayward, Senior Research Director, Worldwide Customer Experience Services and Strategies, IDC, said CMOs need AI tools that understand customers and create personalized offerings.

Ray Sharma, Industry Analyst and Editor at The Fast Mode, said the collaboration aims to accelerate marketing excellence with AI.