Infosys and Adobe join hands to simplify marketing with AI

Infosys and Adobe have announced a new strategic partnership aimed at reshaping how global brands manage and deliver their marketing campaigns. The collaboration brings together Infosys Aster, a suite of AI-supported marketing platforms and services, with Adobe’s customer experience technologies to help businesses personalise content at scale, unify brand interactions, and simplify campaign workflows.

Announced on June 18, 2025, the partnership aims to support Chief Marketing Officers (CMOs) in handling more complex digital operations. As customer demands shift rapidly across markets and platforms, brands need tools that offer speed, scale, and personalisation without adding operational burden.

Through this joint offering, Infosys and Adobe promise enterprise-ready tools that give marketing teams greater control over campaign delivery. Adobe’s Real-Time CDP and GenStudio platforms help teams manage and distribute content while tracking user behaviour. Infosys Aster adds industry-specific insights and AI-backed automation, helping brands react quickly to market changes and deliver consistent customer experiences.

In practice, this collaboration is already seeing traction. One telecom provider combined Infosys Aster™ with Adobe’s marketing tools to build in-app journeys and cross-channel promotions that raised digital engagement by 40 percent. Similarly, a jewellery brand used the platforms to launch a 3D model-based campaign tailored to individual shoppers, improving performance by 27 percent. A major tech firm, meanwhile, rebuilt its marketing systems around this integrated model and improved campaign readiness speed by 20 percent.

Infosys Chief Marketing Officer Sumit Virmani noted that AI is now more than a tool for speed or scale—it is becoming a decision partner for marketers. He said the new offering would allow CMOs to deliver on long-standing goals: running personalised, measurable campaigns while maintaining a consistent brand experience.

Adobe’s Digital Experience President Anil Chakravarthy emphasised that attention has become a scarce resource. He said the partnership will give marketers the tools to cut through the noise and create real-time, relevant experiences that build long-term customer value.

The collaboration also focuses on what both companies describe as “responsible by design” AI. That means maintaining data privacy, transparency, and brand safety while developing marketing programs. According to IDC's Douglas Hayward, CMOs now need AI tools that work across the entire customer journey, not just single campaigns. He added that solutions like the Infosys-Adobe offering may fill that growing gap.

The companies are pitching the suite to help CMOs and CIOs work together on customer-first strategies, linking data, content, and technology into a shared system. This partnership reflects a shift in the marketing world: from fragmented campaigns to always-on, context-aware, and data-driven engagement.