Adobe and IBM enable businesses to unlock AI-powered creativity and marketing.
06-16-2025
In a digital landscape that demands speed, personalisation and control, Adobe and IBM are deepening their long-standing partnership to help brands realise the full value of generative AI across marketing, content creation and governance. By combining Adobe’s leading customer experience tools with IBM’s AI, hybrid cloud and consulting expertise, the two companies are enabling marketers to move faster, work smarter and optimise customer journeys.
Adobe and IBM are delivering streamlined, scalable and personalised marketing experiences across hybrid environments:
- Powering Adobe Experience Platform with watsonx: Adobe and IBM are bringing IBM watsonx, a portfolio of solutions to help organisations scale generative AI, into Adobe Experience Platform to help brands personalise customer experiences while maintaining transparency and governance. IBM watsonx helps AEP-based applications manage predictive machine learning models to give marketers new ways to understand customer behaviours and enhance journeys, while uncovering insights across channels and audiences. To ensure reliable predictions from AEP data, watsonx.governance tracks model lifecycles and standardises performance, fairness and content evaluation. Adobe is extending its use of generative AI to include watsonx.ai with open-source Large Language Models in Adobe AI Assistants to enhance productivity and decision-making.
- Advancing agentic AI and workflow orchestration: Adobe and IBM are aligning on the future of agentic AI — purpose-built agents that support real-time decision-making and the delivery of personalised customer experiences. IBM’s watsonx Orchestrate complements Adobe’s Agent Orchestrator framework to streamline tasks across marketing, content and service workflows.
- Delivering personalised high-performing, on-brand content with Adobe GenStudio for Performance Marketing: Adobe GenStudio for Performance Marketing is a generative AI-first application that lets marketing teams create their own paid social ads, display ads, banners, marketing emails and many more to drive impactful, personalised marketing campaigns. Adobe GenStudio for Performance Marketing supports certain third-party models - including viaIBM’s watsonx.ai platform-that are trained with brand content to unlock new levels of content precision and brand alignment.
- Scaling impact through IBM Consulting: IBM Consulting is helping businesses maximise ROI and accelerate time to value of their Adobe investments through its IBM Consulting Advantage platform. The offering integrates generative AI, automation and best practices to streamline Adobe Experience Cloud implementations, minimise repetitive work across Adobe apps (Journey Optimizer, Real-Time CDP, AEM and Workfront) and empower teams to focus on high-value, creative work that drives measurable outcomes.
- Flexibility with hybrid infrastructure: With Red Hat OpenShift, clients can deploy Adobe Experience Platform across hybrid environments, giving IT and marketing teams the flexibility and control they need to operate securely at scale.
At Cannes Lions this week, Adobe is highlighting the transformative power of creativity, marketing and AI in driving the future of personalised customer experiences. With partners such as IBM, Adobe is delivering integrated solutions that address the unique needs of businesses today. To learn more about Adobe’s presence at Cannes — from interactive experiences, insightful panels and collaborations with leading brands and platforms — visit here.
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