Infosys and Adobe have unveiled a strategic collaboration aimed at redefining how global brands design and manage their marketing efforts. This partnership integrates Infosys Aster™, an AI-driven marketing suite, with Adobe’s advanced customer experience solutions, delivering scalable content personalization, unified brand storytelling, and streamlined campaign execution.
Announced on June 18, 2025, this alliance is tailored to empower Chief Marketing Officers (CMOs) facing the challenge of rapidly evolving digital landscapes. As consumer expectations shift across channels, marketers need tools that enhance speed, intelligence, and personalization—without increasing operational complexities.
The joint solution provides enterprise-grade capabilities that grant marketing teams greater agility and insight. With Adobe Real-Time CDP and Adobe GenStudio, marketers can orchestrate content creation and distribution while analysing customer interactions in real time. Combined with Infosys Aster’s industry-centric insights and AI-powered automation, businesses can now respond faster to market changes and deliver consistent, relevant experiences at scale.
Real-world adoption is already showcasing strong outcomes. A leading telecom brand integrated Infosys Aster with Adobe’s stack to craft seamless in-app journeys and cross-channel promotions, boosting digital engagement by 40%. A jewellery brand used the platform to roll out a personalized 3D model-based campaign, improving performance by 27%. Meanwhile, a global tech enterprise restructured its marketing operations around the combined solution, accelerating campaign readiness by 20%.
Sumit Virmani, Chief Marketing Officer at Infosys, highlighted that AI is evolving into a strategic decision-making companion for marketers. He emphasized the importance of delivering personalized, consistent, and measurable marketing initiatives at scale.
Anil Chakravarthy, President of Adobe’s Digital Experience business, pointed out that in a world where consumer attention is fragmented, this collaboration equips marketers with the tools needed to deliver timely, meaningful, and long-term value-driven interactions.
A key highlight of the partnership is its foundation on “responsible by design” AI—ensuring transparency, data privacy, and brand safety throughout the marketing lifecycle. IDC’s Douglas Hayward noted that CMOs today require AI tools that support the entire customer journey, not just individual campaigns, and solutions like Infosys-Adobe are addressing this crucial need.
This partnership also encourages tighter synergy between CMOs and CIOs, integrating content, data, and tech infrastructure to drive customer-first strategies. The move represents a broader industry shift—from disconnected, one-off campaigns to always-on, contextually intelligent, and data-informed engagement models.
