The healthcare industry is transforming rapidly. 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, personalization, 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 modernize how healthcare organizations 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 organizations 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 personalized 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 impacts revenue, reimbursement, and enrollment.

The AI-Orchestrated Member Experiences solution focuses on helping payors close care gaps, improve satisfaction, and raise star ratings through a unified data and personalized 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:

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

These coordinated 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 personalized, 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 organizations 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 modernize 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, personalized, 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 organizations 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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