Feeding over two billion more people in the next 25 years is no small feat. At the heart of this monumental challenge is Corteva Agriscience, a global pure-play agriculture company with over 20,000 employees serving customers in more than 100 markets. Their mission is clear and profound — “to enrich the lives of those who produce and those who consume,” says Kevin Willey, global commercial solutions and sales effectiveness leader at Corteva Agriscience.

To achieve this mission, Corteva knew it needed to stay close to its customers and ensure ease of doing business. To support these objectives, the company made a bold move — to undertake a digital transformation to bring its global teams onto a single, connected platform.

By unifying their marketing technology, Corteva could harness data for deeper insights into farmers’ challenges and deliver personalized, relevant content at scale. This was made possible by replacing legacy tools with a scalable, cloud-first system.

Navigating a digital crossroads with the courage to pivot.

Corteva’s digital presence was anchored to an on-premises, older version of Adobe Experience Manager. Over time, it had grown into over 130 websites, powered by more than 330 custom components — creating technical debt that made the system costly and difficult to maintain.

The move to a central governance platform offered an opportunity to enhance customer experience. Without it, regional teams created components independently — leading to a proliferation of complex, duplicative elements. This created the risk of inconsistent brand identity and customer experiences.

Their platform was built for a desktop-first world, but 60%–80% of customer traffic eventually shifted to mobile. This shift had a direct business impact.

“With our on-premises instance... it's been a little time-consuming and cost-prohibitive to continue moving [to mobile],” says Amanda Atteberry, global web and ecommerce product manager at Corteva Agriscience. This affected website performance and Corteva’s ability to support key business initiatives through the right touchpoints.

“Moving at the speed of business was becoming a challenge,” Atteberry recalls. This directly challenged Corteva’s Global Commercial System’s goal of delivering a seamless global experience.

After an earlier effort to modernize in 2023, Corteva’s leadership made the bold decision to pause and find a new strategic partner, selecting Adobe for its innovative and pragmatic ‘lift-and-shift' strategy — migrate first, then modernize.

“We wanted to keep Corteva’s web functionality, the look and feel, and the design more or less the same, but then really focus on the backend technology implementation to move everything to the cloud,” recalls Remington Lee, head of forward deployed engineering, Firefly enterprise and GenStudio Professional Services.

Building a modern foundation.

At the heart of Corteva’s digital transformation was a suite of integrated Adobe solutions — working together to provide a scalable, secure, and modern foundation for their digital engagement strategy. This included:

• Adobe Experience Manager as the backbone for migrating over 130 websites
• Adobe Analytics to capture customer insights and deliver trusted data for business reporting
• Adobe Target for A/B testing and resolving complex integration challenges, laying the groundwork for future personalization

Corteva’s transformation journey proved successful because of the right technology and strategic partnerships.

People-powered progress.

The driving force behind Corteva’s digital transformation was a transparent, collaborative partnership between Corteva and a unified Adobe team.

Adobe Professional Services architected and executed the technical transformation, using a ‘lift-and-shift' approach to move Corteva’s digital foundation to Adobe Experience Manager in the cloud. This strategy reduced risk and helped migrate websites six weeks ahead of schedule with zero rollbacks.

To break down silos, the team created a ‘global to local’ operating model and established a Center of Excellence (COE), supported by a ‘living design system’ — a shared component library that simplified the ecosystem and retired more than 75 redundant components.

The result: A scalable, agile platform that enables faster time to market and adapts to evolving business needs.

In parallel, Adobe Ultimate Success focused on empowering Corteva’s teams and maximizing ROI — delivering approximately 20 Success Accelerators and deskside coaching sessions to upskill over 95 global users for immediate contribution.

They also conducted proactive Adobe Analytics health checks to improve data quality and brought in product experts to resolve a complex Adobe Target integration issue — avoiding costly delays.

This holistic approach delivered measurable results, including infrastructure savings, a 31% year-over-year reduction in support resolution time, and a 30% traffic increase to a key brand site — freeing the Corteva team to focus on innovation, not maintenance.

Seeding the future of innovation and personalization.

With Adobe Ultimate Success and Professional Services, Corteva has built a stable, scalable launchpad for growth, innovation, and stronger connections — bringing their modernization to life. “I am anchoring on four main pillars that the modernization project will allow us to achieve — usability, scalability, performance, and cost,” says Willey. “While we are improving the platform’s usability and performance, we will be looking to reduce components, releases, and Dev Ops. All of which should result in a significant reduction in annual run rate costs.”

https://video.tv.adobe.com/v/3477236?hidetitle=true

This new foundation paves the way for advanced capabilities, including features like Adobe Sensei for AI-powered content personalization and more sophisticated experimentation through Adobe Target.

“In the future, as we move forward with our modernization journey with Adobe, I'm really excited for all the opportunities that it opens,” says Atteberry. “AI is becoming more and more important, and we're looking at... how we can help our farmer customers find the products that they're looking for or the information that they're trying to find faster.”

For Willey, the transformation brings Corteva’s story to full circle — linking the investment in digital innovation directly back to the people they serve. “Most farmers I know, they care about the ground that they farm,” he says. “We need to get closer to those farmers, to understand their unique needs, their challenges, and really, all these marketing and digital tools are meant to do that.”

https://business.adobe.com/fragments/resources/cards/thank-you-collections/generic