Adobe has announced a strategic collaboration with Amazon Web Services (AWS) to improve the way marketing and creative teams deliver personalised customer experiences at scale. By merging Adobe’s expertise in Customer Experience Orchestration with AWS’s cloud infrastructure, the partnership aims to provide businesses with faster and more effective ways to engage their audiences.
Building on the availability of Adobe Experience Platform (AEP) on AWS, this collaboration will introduce seamless integrations with AWS’s generative AI capabilities, Amazon Connect, and Amazon Ads. These innovations will enable organisations to craft highly personalized customer interactions while leveraging AWS’s enterprise-grade security, global reach, and reliability.
“The growing digital economy is creating an environment where a higher volume of engaging and personalized content is required to drive customer loyalty,” said Sundeep Parsa, vice president, Adobe Experience Cloud. “New integrations across Adobe and Amazon solutions will enable businesses to deliver impactful customer experiences that leverage deep data insights, while maintaining the highest standards of privacy and security.”
Omnichannel engagement with enhanced visibility
Adobe Experience Platform will integrate with Amazon Connect, allowing companies to view the customer journey while comprehensively ensuring data privacy. This will allow businesses to deliver tailored, cross-channel interactions based on deep customer insights.
By combining Amazon Q in Connect with Adobe’s AEP AI Assistant and AI Agents, organisations can create intelligent, data-driven interactions. Teams across departments will have access to consistent customer profiles, ensuring a more cohesive and personalized engagement strategy.
Optimised marketing performance
The Adobe Real-Time Customer Data Platform (CDP) Collaboration—built on AEP—will allow advertisers and publishers to securely share, activate, and measure high-value audiences using consent-based first-party data. Integrating with Amazon Marketing Cloud will also improve campaign performance, helping marketers refine their ad targeting and maximise return on investment.
In addition, through a direct connection between Amazon Ads and Adobe Creative Cloud applications, creative teams can streamline their workflow by designing high-quality advertisements faster. Professionals will have access to Amazon Ads templates within Adobe Photoshop and Adobe Express, complete with automated compliance checks and direct access to Amazon Creative Assets.
Adobe’s key customer engagement solutions—including Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics—will also be available in the AWS Marketplace.