Standing out in a sea of sameness.
Genpact reimagines B2B creativity and scales intelligent content for an AI-first world.
Up to 18%
lift in conversions, driving more qualified leads into the pipeline
77%
versus weeks from idea to execution using AI
Hours
customer experiences at scale
“Adobe gives us a fully connected content supply chain, which means we can move faster, show up smarter, and support the business with far more impact than before.”
Mark McCluskey
Head of Operations and Effectiveness, Genpact
A meeting of minds at a defining moment.
A moment can arrive in a career when the work ahead feels transformative. For Hugo Burton, stepping into Genpact as its new Head of Creative felt exactly like that. The agentic and advanced technology solutions company, long recognized for deep process expertise and AI-led innovation, was moving decisively into an AI-first era. This shift coincided with a full rebrand, including refreshed brand elements and a redesigned logo, aimed at showcasing Genpact’s AI leadership.
At the same time, Mark McCluskey, Head of Operations and Effectiveness, and Partho Sarathi Bhattacharjee, Head of Marketing Technology and Channel Operations, were confronting a complementary challenge. Genpact’s digital ecosystem, from its website and content management system to the workflows powering its global marketing engine, no longer matched the sophistication of a technology and AI leader.
Though they approached the moment from different parts of the organization, their perspectives aligned. One identified the need for a differentiated Genpact brand in a uniform B2B landscape. The others recognized the operational foundation needed to scale that ambition across a 140,000-person enterprise. And together they saw the need for a connected content supply chain to support the next phase of growth.
“Adobe Express gives teams autonomy while still preserving brand consistency. That combination has been incredibly empowering.”
Hugo Burton
Head of Creative, Genpact
Reimagining the creative foundation.
After joining Genpact, Burton quickly realized that the creative team relied heavily on external agencies for day-to-day creative production. Even simple requests, such as a social graphic, a layout adjustment, or an event asset, often required agency involvement or handoffs across multiple teams. The model was costly and slow, and it kept Genpact from expressing its brand with the speed and relevance that the AI era demanded.
“B2B marketing can fall into a predictable sea of sameness,” says Burton. “We weren’t interested in that. We needed tools that would let us tell more imaginative, responsive stories at the pace of our evolution.”
Adobe Express for enterprise was an early catalyst in bringing the rebrand to life. Burton’s team used it to translate newly refreshed brand elements — including updated logo usage, typography, color, and layout principles — into governed templates that teams across the organization could use immediately. This made it possible to roll out the new brand consistently at scale, without relying on static guidelines or creating governance bottlenecks. Burton’s team also built a library of branded templates, motion elements, and video components that social, events, and internal communications teams could use immediately.
The social team began using Adobe Express to turn static posts into short motion pieces and branded series that helped the new brand feel more modern and expressive, while also producing some of Genpact’s highest-performing content. Internal teams adopted the same templates for event announcements, talking-head videos, and employee communications, using pre-built motion elements and lower thirds to deliver polished content in minutes rather than days.
“Adobe Express gives teams autonomy while still preserving brand consistency,” says Burton. “That combination has been incredibly empowering.”
“Adobe Experience Manager has helped us optimize Genpact.com for scale, speed, and consistency, empowering our teams to deliver better digital experiences with greater efficiency.”
Partho Sarathi Bhattacharjee
Head of Marketing Technology and Channel Operations, Genpact
A connected digital experience that accelerates impact.
Genpact’s marketing workflows also presented challenges. The company’s legacy content management system slowed publishing, assets lived in separate folders, and project management functioned independently. Teams often worked across fragmented systems, limiting speed and efficiency.
While Burton reimagined brand expression, McCluskey rebuilt the foundation behind it. Genpact established a connected environment for creating, managing, and publishing content using Adobe Experience Manager Sites, Adobe Experience Manager Assets, and Adobe Workfront.
The Experience team at Genpact, an Adobe Platinum Partner, helped define the architecture, metadata structures, and publishing workflows that would allow Genpact to unify its content management, asset governance, and delivery systems. Working closely with Genpact’s teams in both the US and India, the Experience team at Genpact ensured that the new Adobe environment aligned with the company’s global marketing vision.
Adobe Workfront is now the operational backbone for marketing. Marketing teams now work faster and with more visibility. Campaigns move through one connected workflow: campaign intake details, creative and channel briefs, asset reviews, approvals, and publishing schedules. Workfront Fusion automates manual, time-intensive steps — such as real-time creation of Salesforce campaign records, approval routing, and status updates — freeing teams to focus on higher-value work. Teams no longer search for updates or worry about bottlenecks. Instead, they gain end-to-end visibility, real-time status tracking, and a clear view of priorities, ensuring work moves forward with speed, accountability, and precision.
Teams shifted from working across disconnected systems to operating inside a unified, cloud-based content supply chain. A content owner can draft a page in Experience Manager Sites, pull approved assets from Experience Manager Assets, route it all through Workfront, and publish globally in a single workflow. Compliance, metadata, and accessibility are built into the process.
As a result, Genpact’s website shows meaningful gains in Core Web Vitals, with pages loading more smoothly and 77% faster, from 2.3 seconds to 1.3 seconds. These performance improvements translate into business impact, with conversions from online forms increasing from 15% to 18%. Forms are also easier to locate, consistently designed, and embedded within clearer content journeys. Visitors can understand the offer, reach the right information, and complete forms with limited disruption — leading to stronger intent and a meaningful rise in leads.
“Adobe Experience Manager has helped us optimize Genpact.com for scale, speed, and consistency, empowering our teams to deliver better digital experiences with greater efficiency,” says Bhattacharjee.
“We’re generating on-brand creative assets through an AI architecture of prompt design, Firefly Custom Models, and AI agents.”
Hugo Burton
Head of Creative, Genpact
Generative AI as a creative accelerator and differentiator.
Genpact’s business strategy embraces AI as a catalyst for transformation, and its creative evolution reflects that same confidence. “Generative AI lets us push creative boundaries in a space hungry for bold ideas,” says Burton. “Adobe empowers our teams to explore those ideas and bring a modern Genpact to life.”
Adobe Firefly is now essential to the team’s workflow. It significantly reduces the distance between idea and execution, enabling explorations that once required weeks of agency iteration to happen in just a few hours.
For example, while exploring visuals for an accounts payable solution, an art director used Firefly to generate an image of an invoice shaped like a violin as the creative team played around with the concept of ‘autonomous orchestration.’ The team quickly expanded on the concept, prototyping additional AI-generated instrument imagery until a full orchestra of invoices emerged. It was a striking metaphor for harmony across financial operations, and distinctly different from anything typically seen in B2B.
Generative AI also influenced Genpact’s refreshed brand identity. The creative team used Firefly to explore abstract, modern visual expressions for AI, moving beyond literal imagery for a more distinctive look that includes abstract, fluid forms that morph into industry-specific shapes. For example, a shipping container could represent supply chains or an umbrella could signify insurance. The brand style is instantly recognizable and endlessly adaptable, giving Genpact a signature visual language powered by the same technology it brings to clients.
Preparing for the next frontier of AI-driven experiences
As audiences shift toward conversational and AI-powered discovery, Genpact is preparing its digital experience for the future. The marketing team is assessing how the brand surfaces in large language model (LLM) environments, using Adobe LLM Optimizer to understand where its content strategy may need to adapt.
“Every audience is moving toward LLM-based search,” says McCluskey. “Understanding how we show up in those environments is essential to our future.”
The team plans to introduce more dynamic, intelligent interfaces across Genpact’s website, supported by diagnostic capabilities like Adobe Experience Manager Sites Optimizer, as the platform matures. Genpact is also preparing to implement Adobe Customer Journey Analytics to enable unified insights and deeper understanding of customer journeys across digital and marketing touchpoints.
This ongoing evolution in the company’s Adobe environment reflects both creative momentum and a new level of operational strength across the organization.
“The real value is in how everything now works together,” says McCluskey. “Adobe gives us a fully connected content supply chain, which means we can move faster, show up smarter, and support the business with far more impact than before.”
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