Tesco and Adobe jump in bed to get even more personal

Tesco has signed a major deal with Adobe to ramp up its use of artificial intelligence in analysing customer data, with the ultimate aim of boosting sales through ‌more personalised marketing.

With more than 24 million Clubcard households, Tesco has established one of the largest loyalty and reward schemes in UK retail, with millions of customers already receiving personalised offers, product recommendations and recipe ideas.

However, through its partnership with Adobe, tapping into its AI and creative technologies, Tesco now aims to accelerate personal engagement and improve the service it offers customers.

Using technology like Adobe’s agentic AI capabilities and Adobe Firefly Foundry, Tesco insists its personalisation and AI teams will be able to use its customer intelligence responsibly to help it to better anticipate customers’ needs, in order to serve up cutting-edge, personalised content, offers and experiences across its digital channels.

The move will see the launch of the new Tesco x Adobe Innovation Lab, a co-innovation model, which will bring together the Tesco’s own in-house technology and expertise with Adobe’s AI capabilities.

Adobe engineers will work directly alongside Tesco personalisation and AI teams, bringing together retail customer, technology and AI expertise and customer experience technology for a single, unified mission.

The strategic partnership aims to make Tesco’s Clubcard offers feel even more relevant and useful to individual customers – whether in store, online, or on the app.

Just last week, Tesco launched a trial of a new AI shopping assistant, built into the Tesco app, as part of its long-term plan to use AI to help make life a little easier for customers.

Launching as a Beta trial with 280,000 Tesco staff, the AI assistant will initially help users with meal planning, providing a two-way dialogue to offer inspiration in the form of personalised recipe ideas which will also account for different dietary preferences.

Tesco group customer digital transformation director Becky Brock said: “We want customers to feel that the more they use their Clubcard, the more use it is to them. Working with Adobe, we can be even more responsive to the needs of shoppers. We can act in the moment, getting the right messages, savings or ideas to the right customers, just when they need them.

“Our focus is always on finding ways to surprise and delight our customers, and the partnership with Adobe gives us more ways to do that – using AI to benefit our customers with shopping experiences that are genuinely personalised, convenient and helpful.”

Adobe vice president and managing director for the UK, Ireland, Middle East and Africa Nathan Hancock added: “The combination of Tesco’s unmatched customer relationships and Adobe’s AI capabilities is a genuine step-change for modern retail personalisation. Few retailers anywhere in the world have built the depth of trust and knowledge that Tesco has – and together, we can connect that foundation with AI-powered solutions that deliver smarter journeys and more personal customer experiences at an unprecedented scale.”

Tesco and Adobe jump in bed to get even more personal

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