The healthcare industry is transforming quickly. Rising digital expectations and increasing regulatory complexity mean traditional engagement models are no longer enough to meet the needs of modern payors, brokers, clinicians and consumers.

To navigate this change, Adobe and IBM have partnered to introduce a new class of solutions that combine intelligence, personalisation and automation through agentic AI — helping healthcare payors deliver more connected, compliant and impactful digital experiences.

The collaboration has led to two transformative joint offerings — AI-Orchestrated Broker Experiences and AI-Orchestrated Member Experiences — designed to modernise how healthcare organisations engage with their most important stakeholders.

Transforming the payor-broker experience.

For most payors, brokers represent the single largest driver of annual revenue — responsible for up to 80% of all insurance plan sales. Yet, many broker-facing experiences still rely on fragmented systems and manual workflows, slowing productivity and increasing compliance risk.

The AI-Orchestrated Broker Experiences solution combines Adobe Experience Cloud technologies — including Adobe Experience Manager, Adobe Experience Platform, GenStudio and agentic AI technologies — with IBM watsonx Orchestrate and IBM’s insurance-specific automation and integration capabilities.

Together, this joint solution can help organisations to:

• Drive client insights using historical and emerging data.
• Enable learning at scale through automation.
• Automate proposal development using client data insights.
• Streamline compliance workflows simply and easily.
• Develop collateral through Adobe Express integration.

For payors, this means faster sales cycles, more consistent communications and stronger broker loyalty — all powered by AI-driven orchestration and automation. By uniting Adobe’s digital experience leadership with IBM’s deep insurance and workflow expertise, payors can transform broker enablement into a true growth accelerator.

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Improving star ratings performance through personalised member experience.

Consumer engagement is another critical frontier for payors. This is particularly true for Medicare Advantage plans, where a declining CMS star rating directly affects revenue, reimbursement and enrolment.

The AI-Orchestrated Member Experiences solution focuses on helping payors close care gaps, improve satisfaction and raise star ratings through a unified data and personalised patient journey framework.

By integrating Adobe Experience Platform, Journey Optimizer and Real-Time CDP with IBM watsonx Orchestrate and healthcare-specific data models, the joint solution enables:

• Personalised outreach to members based on real-time behavioural, clinical and claims data.
• AI-powered, concierge-like experiences, helping members navigate benefits, care options and preventive actions.
• Connected marketing and contact centre journeys, ensuring consistent and compliant communication across every touchpoint.

These co-ordinated experiences not only improve CAHPS and HEDIS measures but also drive measurable gains in star ratings — translating directly into higher reimbursement and member retention.

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The power of AI orchestration.

Across both solutions, the Adobe and IBM partnership demonstrates the power of AI orchestration — bringing together intelligence, automation and creativity in service of human connection.

Through Adobe Experience Cloud, IBM watsonx and automation technologies, healthcare payors can now:

• Unify data and content across silos.
• Deliver personalised, compliant experiences at scale.
• Automate manual workflows to improve speed and accuracy.
• Empower both brokers and members through intelligent, adaptive journeys.

This is more than a technology partnership. It’s a shared commitment to helping healthcare organisations operate with greater empathy, agility and intelligence — transforming how people experience care, coverage and connection.

A new era of healthcare experience transformation.

As digital change accelerates across healthcare, payors face an urgent need to modernise how they communicate, educate and engage. The AI-Orchestrated Experiences portfolio from Adobe and IBM represents a new paradigm where data, design and intelligence work seamlessly together to improve outcomes for every stakeholder.

AI-Orchestrated Experiences are more than solutions. They are a blueprint for the future of healthcare engagement that’s proactive, personalised and powered by experience.

Ted Roman, PhD, brings over a decade of expertise in healthcare and life sciences research, management, technology, operations and digital strategy to Adobe. He is a principal in the Digital Strategy Group, serving organisations globally pursuing more interconnected experiences. Prior to Adobe, Ted served the needs of Highmark Health and McKinsey & Company's clients. He holds a PhD in Computational Biology from the School of Computer Science at Carnegie Mellon University. He also earned bachelor's degrees in computer science and mathematics from Case Western Reserve University.

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