Spotlight on spectacular: The 2026 Adobe Experience Maker Awards winners.

Customer experience is about how people feel each time they interact with your brand. Every year, we celebrate brands that raise the bar and deliver outstanding experiences with Adobe.

The Adobe Experience Maker Awards recognise practitioners, teams and leaders who bring marketing, creativity and AI together to deliver more personalised experiences at scale, driving measurable business results. When those experiences are built on trust and supported by connected data, content and workflows, the outcome for customers isn’t just good — it’s spectacular.

This year’s winners, announced live at Adobe Summit yesterday, span a myriad of countries and industries, but they’re united by one thing — they meet customers in the moments that matter most with relevant, helpful and seamless experiences.

Join us in congratulating the 2026 Experience Maker Award winners. Make sure that you read their stories below:

• Costa Crociere, The Advocate
• Newell Brands, Samantha Tuttle, The Ambassador
• YDUQS, The Catalyst
• TSB Bank, The Conductor
• M.H. Alshaya, The Disruptor
• NFL, Amit Khare, The Experience Maker of the Year
• Lenovo, Derek Gominger, The Experience Maker Executive of the Year
• Maruti Suzuki India Limited, Dr Tapan Sahoo, The Groundbreaker
• The Coca-Cola Company, The Maverick
• Chow Tai Fook Jewellery Company Limited, The Transformer

Meet the 2026 Experience Makers Awards winners.

This award recognises companies demonstrating a customer-centric approach to creating personalised journeys with Adobe solutions.

Winner: Costa Crociere

Costa Crociere enhanced guest relationships and increased revenue by consolidating guest data across digital and in-person channels for more unified cruise experiences.

Using Adobe Real-Time Customer Data Platform as its foundation along with Adobe Journey Optimizer, Adobe Target, Adobe Customer Journey Analytics and Adobe Commerce, Costa Crociere orchestrated personalised journeys across web, email, paid media, WhatsApp and customer support.

Costa Crociere gained a 97% boost in ecommerce conversions, 76% lift in loyalty registrations and 50% reduction in cost per lead.

This award recognises individuals sharing their Adobe product expertise and best practices to help their peers and colleagues succeed.

Winner: Samantha Tuttle, Newell Brands

Samantha Tuttle, Director of Marketing Operations and eCommerce Strategy at Newell Brands, modernised content creation, management and delivery across more than 50 consumer brands, including Sharpie®, Rubbermaid®, Yankee Candle® and Coleman®.

By leading the adoption of Adobe Experience Manager Assets, Adobe Workfront and Adobe Firefly, she unified planning, production and governance, enabling faster collaboration and more consistent execution.

Teams now create up to five times more content with less manual work and faster time to market. Beyond Newell Brands, Samantha is a respected member of the Adobe community — speaking at events like Adobe Summit and Adobe MAX, serving on the Customer Advisory Board and helping other teams apply Adobe solutions to drive measurable business outcomes.

This award recognises companies using Adobe Real-Time CDP to build bridges across systems and teams to deliver personalised and engaging customer experiences.

Winner: YDUQS

YDUQS, one of Brazil’s largest education groups serving over 1.3 million students, operates across multiple brands, regions and learning models. To improve marketing efficiency and engagement, YDUQS set out to unify fragmented data and better connect the acquisition and enrolment journey.

Using Adobe Real-Time Customer Data Platform, Adobe Customer Journey Analytics and Adobe Target, YDUQS built a single customer view — enabling real-time orchestration, predictive audience qualification, automated suppression and personalised remarketing.

YDUQS reduced acquisition costs by up to 30%, increased conversions by up to 97% and cut wasted media spend by 32%.

This award recognises companies optimising content creation and delivery workflows to accelerate time-to-market with Adobe solutions.

Winner: TSB Bank

TSB Bank, a leading UK bank serving millions of customers through digital channels, over the phone and in branches, set out to modernise its marketing content operations while maintaining compliance and brand trust.

To achieve faster, more connected content delivery at scale, the bank rebuilt its content supply chain using Adobe Workfront, Adobe Experience Manager Assets, Adobe Creative Cloud and Adobe Firefly. This unified planning, creation, approval and activation with automated workflows and AI-assisted production.

TSB Bank accelerated content production time by 60% and reduced creative idea revision time by 50%, enabling the bank to connect quickly with its customers and help with their money confidence.

This award recognises companies fuelling business growth by delivering personalised, immersive experiences using Adobe Commerce.

Winner: M.H. Alshaya

M.H. Alshaya, a leading global franchise operator managing over 70 retail brands across fashion, food, beauty and lifestyle in 15+ markets, set out to deliver scalable, localised and personalised commerce experiences across its portfolio.

To achieve this, the organisation built the Alshaya experience platform using Adobe Commerce, Adobe Experience Manager, Adobe Real-Time CDP and Adobe Target to unify content, commerce and customer data on a Microservices-based, API-first, Cloud-native and Headless (MACH) architecture.

This enabled real-time personalisation, resilient performance and zero-downtime deployments. M.H. Alshaya increased session duration by close to 11%, reduced bounce rates by 23%, grew returning visitors by over 9% and accelerated content delivery by 200% while cutting asset creation time by 70%.

This award recognises individuals or teams delivering exceptional customer experiences and business impact leveraging Adobe solutions.

Winner: Amit Khare, NFL

Led by Amit Khare, Director of Marketing Technology, the National Football League (NFL) unified its decentralised ecosystem for use across the league and its clubs to create a co-ordinated, real-time fan engagement engine across all 32 clubs.

By integrating Adobe Experience Platform with key NFL systems like OnePass and stadium POS and activating journeys through Adobe Journey Optimizer and Adobe Customer Journey Analytics, the NFL enabled personalised, multi-channel engagement at scale while reducing overcommunication.

As a result, draught registrations increased by 91%, ticket conversions rose by 215% and 437 million audiences were activated, all while lowering opt-outs and setting a new benchmark for connected fan experiences.

This award recognises leaders using bold vision and digital transformation to drive their business forward with Adobe solutions.

Winner: Derek Gominger, Lenovo

Derek Gominger, COO of Global eCommerce at Lenovo, led the transformation of how data, AI and creativity drive personalised, omnichannel experiences at scale.

To unify fragmented systems and enable faster, smarter decision-making, Lenovo, a global technology leader operating in more than 180 markets, leveraged Adobe Real-Time CDP and Adobe Customer Journey Analytics for real-time personalisation and experimentation, with Adobe GenStudio and Adobe Firefly to scale AI-driven content creation.

Lenovo’s production cycles were reduced from six weeks to hours, enabling 1,000+ assets across 500+ experiences. Under Gominger’s leadership, Lenovo drove higher conversions, boosted revenue per visit and influenced over $1 billion in revenue.

This award recognises individuals or teams advancing customer experiences and laying the foundation for increasingly personalised journeys at scale with Adobe solutions.

Winner: Dr Tapan Sahoo, Maruti Suzuki India Limited

Under the leadership of Dr Tapan Sahoo, Executive Officer of Digital Enterprise, Maruti Suzuki India Limited set out to unify fragmented experiences across the full ownership journey.

One of the country’s largest automotive companies, Maruti Suzuki serves millions of customers across digital, dealership and service networks. Using Adobe Experience Platform, Adobe Customer Journey Analytics, Adobe Journey Optimizer and Adobe Experience Manager, Maruti Suzuki connected data and orchestrated personalised engagement across web, mobile, WhatsApp, dealers and service touchpoints. AI-driven capabilities enabled predictive, real-time experiences at scale.

Maruti Suzuki unified 200M+ profiles, improved personalisation accuracy by 25%, drove 640% growth in AI-powered test drive bookings and reduced page load times by 78%.

The only category where the winner is chosen by the audience, this award recognises visionary companies reimagining customer experiences through inventive strategies and breakthrough use of Adobe solutions.

Winner: The Coca-Cola Company

The Coca-Cola Company redefined how personalised content is created and activated at scale across its global marketing ecosystem. Moving beyond manual workflows while preserving brand integrity, it leveraged its PRISM segmentation framework that represents the different facets of a brand’s identity. Coca-Cola then combined this framework with generative AI powered by Adobe solutions, including Adobe GenStudio for Performance Marketing, to build content at scale.

Seamlessly integrated with Adobe Experience Manager, Adobe Real-Time CDP and Adobe Target, this approach unlocked scalable, persona-driven content creation and activation. As a result, Coca-Cola achieved a 4x lift in engagement, 65% reduction in copywriting time and up to 40x more personalised assets, setting a new benchmark for creative innovation in global marketing.

This award recognises companies transforming their organisation to create a digital-first customer experience delivering measurable business growth with Adobe solutions.

Winner: Chow Tai Fook Jewellery Company Limited

Chow Tai Fook (CTF) Jewellery Company Limited, a 95-year-old luxury brand, set out to transform its business for the digital era by aligning teams, operations and technology around a customer-first vision.

To deliver personalised, consistent experiences across retail and digital channels, CTF unified retail, ecommerce and loyalty data using Adobe, enabling a single customer view alongside shared content, automated workflows and lifecycle orchestration.

CTF increased average order value by 25%, drove a 40% rise in repeat purchases, achieved 95% cross-channel consistency, boosted return on ad spend by 28% and improved brand sentiment among younger audiences.

Explore the full stories behind our 2026 Adobe Experience Maker Awards winners.

Get more information about the Adobe Experience Maker Awards.