Cognizant has expanded its long-standing strategic relationship with Adobe to help enterprises modernize how they produce, manage, and scale digital content and customer experiences through generative AI. The enhanced collaboration combines Adobe’s AI-driven creative and experience technologies with Cognizant’s AI Builder framework, domain expertise, and managed services to address growing content complexity, brand governance requirements, and cost pressures—especially in regulated and fast-growing industries.
Organizations worldwide are facing an unprecedented surge in content demand. Research conducted by Adobe among 1,600 global marketers shows that 96% have seen content needs double over the past two years, while 71% expect demand to multiply more than fivefold by 2027. As asset volumes, channels, and personalized experiences increase, traditional marketing and creative processes are struggling to keep pace.
Generative AI is now reshaping the entire content lifecycle—from ideation and production to localization, compliance, and personalization. Adobe estimates that AI-enabled content transformation can deliver an average 7.1x net ROI for large enterprises over three years.
Ben Wiener, Global Head of Cognizant Moment, emphasized that AI must be engineered for measurable business outcomes. He noted that Cognizant’s strength lies in translating AI innovation into scalable, enterprise-grade execution. The deeper collaboration with Adobe aims to help clients operationalize AI-powered content and experience models tailored to industry realities.
The partnership introduces a joint go-to-market and delivery approach that integrates generative AI directly into creative workflows. It also incorporates embedded brand and compliance safeguards while providing enterprises with a structured path from pilot programs to full-scale production. This builds upon Adobe’s latest advancements in agentic AI, enabling intelligent automation across workflows and industries.
Aligned teams from both companies will co-develop solutions that embed AI into enterprise content operations. The collaboration will utilize Adobe Firefly Services, Custom Models, Design Intelligence, Substance 3D tools, workflow automation, and Frame.io. Adobe Professional Services, including dedicated engineering teams, will work closely with Cognizant to accelerate innovation and deployment.
Stephen Frieder, Chief Revenue Officer for Enterprise at Adobe, highlighted that as customer expectations evolve, brands must deliver personalized experiences at scale while maintaining governance and quality. He described Cognizant as a strategic partner capable of executing complex enterprise transformations required for this shift.
The collaboration is designed as an end-to-end operational model that integrates AI customization, platform integration, and workflow automation into ongoing business operations. This approach helps enterprises move beyond experimental AI pilots toward intelligent, scalable, and governed content ecosystems that reduce production costs and improve time-to-value.
Initial focus areas include healthcare and life sciences, financial services, retail, and consumer goods—industries where compliance, speed, and content scale are critical. Over time, the initiative will expand to additional sectors globally.
Cognizant’s Experience Strategy Suite will play a key role by embedding human-centric AI into design and content creation journeys. By combining commercially safe generative AI with Adobe Firefly, teams can accelerate creative development while preserving brand consistency and regulatory adherence.
Based on early implementations and benchmarking, enterprises adopting AI-driven content models have achieved 30–70% improvements in ideation, 70–80% gains in asset production at scale, faster campaign execution, and significant cost reductions. Cognizant’s internal ROI modeling indicates that these improvements can yield more than seven times return over multiple years.
Through this strengthened partnership, Cognizant and Adobe aim to help enterprises transform generative AI from an experimental productivity tool into a sustainable engine for creative excellence, operational efficiency, and customer engagement.
