In a move set to accelerate the evolution of customer engagement in retail, Adobe and Tesco have announced a strategic partnership focused on deploying advanced artificial intelligence to enhance personalisation and customer loyalty.
At the centre of this collaboration is the ambition to transform how Tesco interacts with its vast customer base, particularly the more than 24 million households enrolled in its Tesco Clubcard scheme. The initiative will leverage Adobe’s AI technologies, including agentic AI and creative tools, to better interpret customer behaviour and deliver more timely, relevant, and tailored shopping experiences.
A key component of the partnership is the creation of the Tesco x Adobe Innovation Lab, a joint initiative designed to fast-track experimentation and innovation. The lab will see Adobe engineers embedded within Tesco’s internal technology and personalisation teams, fostering a collaborative environment aimed at developing next-generation retail solutions.
Through the integration of Adobe’s AI capabilities, Tesco intends to refine how it uses customer data—responsibly and effectively—to anticipate shopper needs. This includes delivering personalised recommendations, targeted offers, and curated content across digital platforms, from mobile apps to online shopping portals.
Beyond data-driven insights, Adobe will also support Tesco’s growing demand for high-quality digital content. Its creative technologies are expected to enable the rapid production of on-brand materials at scale, helping Tesco maintain consistency while responding quickly to customer preferences.
Becky Brock, Tesco’s Group Customer Digital Transformation Director, highlighted the retailer’s focus on making its loyalty programme increasingly valuable. She emphasised that the partnership will allow Tesco to respond in real time, ensuring customers receive the most relevant deals, ideas, and communications when they matter most.
From Adobe’s perspective, the collaboration represents a significant step in applying AI at scale within retail. Nathan Hancock, Vice President and Managing Director for the UK, Ireland, Middle East and Africa at Adobe, noted that Tesco’s deep customer relationships provide a strong foundation for deploying AI-powered personalisation in a meaningful and trusted way.
The partnership signals a broader shift within the retail sector, where data, AI, and customer trust are becoming central to competitive advantage. By combining Tesco’s extensive customer insight with Adobe’s technological expertise, both companies aim to set a new benchmark for personalised retail experiences—delivered seamlessly across in-store and digital channels.