Infosys, a global leader in next-generation digital services and consulting, and Adobe have announced a strategic collaboration aimed at transforming the marketing life cycle for global brands through the power of Artificial Intelligence (AI). This joint offering will integrate capabilities from Infosys Aster™, an AI-amplified marketing suite, and Adobe's comprehensive solutions to achieve three primary objectives: unifying customer experience at scale, personalizing content to catalyze business growth, and streamlining workflows for enhanced efficiency.

Infosys Aster™ provides a robust set of AI-amplified marketing services, solutions, and platforms designed to empower enterprises to evolve marketing into an effective driver of customer advocacy and business growth. It brings AI-powered agility across the marketing value chain, encompassing creative services, experience design, digital commerce, MarTech orchestration, performance marketing, and marketing operations. Concurrently, Adobe enables brands to deliver personalized, data-driven customer journeys across every touchpoint by combining content, data, and AI to create seamless, real-time experiences that foster loyalty and growth.

The significance of this collaboration is underscored by findings from the Infosys CMO Radar 2024, which reveals that AI-fluent Chief Marketing Officers (CMOs) are increasingly becoming a transformative force within businesses, with 62 percent reporting growing influence over broader corporate decisions. The integrated marketing solutions, amplified by AI, are specifically designed to empower CMOs to navigate complex challenges and drive growth-focused marketing.

The partnership focuses on delivering several key benefits. Firstly, it enables marketers to deliver **Unified Experiences at Scale**. This means providing timely, relevant, and engaging brand experiences across diverse channels, touchpoints, and customer personas, regardless of the volume. Leveraging Adobe's Real-Time Customer Data Platform (CDP) and GenStudio for effective content creation, segmentation, and experience delivery, combined with Infosys Aster™'s industry expertise and AI-amplified agility, allows marketers to dynamically respond to evolving customer behaviors and market trends. An example highlighted the use of Adobe Marketing Cloud with Infosys Aster™ services by a communication service provider, leading to a 40 percent surge in digital engagement through targeted in-app experiences and multi-channel promotions.

Secondly, the collaboration facilitates **Personalized Content to Catalyze Growth**. It simplifies the launch of hyper-targeted personalized campaigns across various markets and segments with localized, scalable content strategies. Adobe technologies empower brands to deliver personalized content and drive real-time promotions and pricing based on customer behavior and cross-channel engagement insights. Infosys Aster™ complements this by creating a shared digital foundation, integrating MarTech and enterprise systems crucial for optimizing content delivery. For instance, a retail jewelry brand utilized Adobe Experience Platform and Adobe Journey Optimizer with Infosys Aster™ to create immersive experiences with dynamic 3D modeling, resulting in a 27 percent improvement in campaign performance.

Thirdly, the joint offering aims to **Streamline Workflows for Efficiency**. It introduces autonomous agents to plan, execute, and optimize marketing tasks and workflows. Through Infosys Aster's AI-powered orchestration of Adobe technologies, marketers can automate content creation, streamline campaign workflows, enhance channel efficiency, and significantly increase campaign efficacy. A technology giant, by rebuilding their MarTech core with Adobe digital marketing solutions and customer 360° views and analytics from Infosys Aster™, improved workflows and boosted campaign go-live efficiencies by 20 percent.

Sumit Virmani, EVP and Global Chief Marketing Officer at Infosys, emphasized the evolution of AI in marketing, stating it has become a 'true navigator' for marketers in propelling business growth and scaling deeply personalized content. Anil Chakravarthy, President of Digital Experience Business at Adobe, added that the collaboration unites creativity, marketing, and AI innovations to transform Customer Experience Orchestration, streamlining the delivery of compelling experiences across all touchpoints. Douglas Hayward, Senior Research Director at IDC, also recognized that modern CMOs require AI-enabled tools for personalized, on-brand offerings, highlighting this collaboration as a step in the right direction to accelerate marketing excellence with AI, all while adhering to a 'responsible by design' approach to AI practices that strengthen brand integrity and foster customer trust.