Adobe Announces New Offerings with AWS and Amazon Ads for Marketers and Creatives to Deliver Impactful Customer Experiences at Scale

Rhea-AI Summary

Adobe (ADBE) announced a strategic collaboration with Amazon Web Services (AWS) to enhance customer experience delivery capabilities. The partnership introduces new integrations across four key areas:

1. Enhanced omnichannel experiences through integration of Adobe Experience Platform (AEP) with Amazon Connect for comprehensive customer journey visibility

2. AI-driven interactions utilizing Amazon Q in Connect and Adobe's AEP AI Assistant for personalized customer experiences

3. Marketing performance boost through Adobe Real-Time CDP Collaboration integration with Amazon Marketing Cloud for improved ad targeting and measurement

4. Streamlined creative workflows connecting Amazon Ads with Adobe Creative Cloud, offering professional templates and compliance checks in Photoshop and Adobe Express

Additionally, AEP-powered applications will be available in AWS Marketplace, expanding accessibility to Adobe's customer experience solutions.

Positive

• Strategic partnership with AWS expands Adobe's market reach through AWS Marketplace
• Integration with Amazon Marketing Cloud creates new revenue opportunities in digital advertising
• Enhanced product offering through AI-driven capabilities and omnichannel solutions
• Strengthened competitive position in creative and marketing technology space

Negative

• Increased dependency on AWS infrastructure and services
• Potential revenue sharing with Amazon could impact margins

Insights

Technology Solutions Analyst

Adobe's strategic collaboration with AWS represents a significant enhancement to its digital experience platform through key integrations that strengthen its competitive positioning in the customer experience management space. This partnership delivers four critical capabilities:

The integration of Adobe Experience Platform with Amazon Connect creates a unified view of customer interactions across touchpoints, addressing the fragmentation challenges many enterprises face when trying to deliver consistent experiences.

By combining Adobe's AI Assistant with Amazon Q, the partnership positions Adobe to capitalize on the growing demand for AI-powered personalization without requiring customers to build separate integrations.

The Adobe Real-Time CDP Collaboration with Amazon Marketing Cloud integration is particularly timely, as it offers marketers alternative targeting solutions amid the industry-wide deprecation of third-party cookies. This positions Adobe's marketing solutions as more valuable in the evolving privacy landscape.

The streamlined creative workflow between Adobe Creative Cloud and Amazon Ads addresses a significant friction point for marketing teams, potentially increasing Adobe's product stickiness among advertising professionals.

The availability of Adobe applications in AWS Marketplace represents an expanded distribution channel that could accelerate customer acquisition by simplifying procurement processes for enterprise customers already using AWS services.

Enterprise Software Strategist

This partnership enhances Adobe's go-to-market strategy by leveraging AWS's extensive cloud infrastructure and customer base. The integration with Amazon Connect is particularly valuable as it extends Adobe's capabilities into customer service applications, an area where competitors like Salesforce have traditionally maintained advantages.

The collaboration addresses three key market dynamics that benefit Adobe:

• It strengthens Adobe's position in first-party data solutions as the marketing industry continues shifting away from third-party tracking
• It expands Adobe's AI capabilities without requiring significant internal R&D investment by leveraging AWS's established AI services
• It creates a more compelling integrated offering that raises switching costs for existing customers

The AWS Marketplace availability is especially strategic as it streamlines enterprise procurement processes, potentially shortening sales cycles for Adobe's Experience Platform applications. Many large enterprises have established AWS spending commitments, making it easier to allocate budget to Adobe products available through this channel.

While financial terms remain undisclosed, this type of deep technical integration typically indicates long-term mutual commitment rather than a superficial marketing partnership. For Adobe, this represents enhanced distribution capabilities for its high-margin Experience Cloud offerings without significant infrastructure investment.

LAS VEGAS--(BUSINESS WIRE)-- Today at Adobe Summit – the flagship digital experience conference – Adobe (Nasdaq: ADBE) announced a strategic collaboration with Amazon Web Services (AWS) to build new offerings that empower marketing and creative teams to deliver customer experiences with greater speed, precision and at scale. The collaboration combines Adobe's expertise in Customer Experience Orchestration with AWS's advanced cloud services.

Building on the availability of Adobe Experience Platform (AEP) on AWS, the collaboration will introduce new integrations with AWS's generative AI services, Amazon Connect and Amazon Ads. These offerings will enable organizations to create more meaningful customer interactions while benefiting from AWS's enterprise-grade security, reliability and global infrastructure.

“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.”

Adobe and Amazon will create new integrations across their product portfolios and bring to market new offerings that drive standout customer experiences and ad campaigns:

• Enhanced omnichannel experiences: The companies will integrate AEP with Amazon Connect to provide end-to-end visibility into the customer journey while protecting customer privacy. This will help businesses deliver more personalized customer experiences across channels and interactions by combining AEP's comprehensive customer profiles with Amazon Connect's customer care insights.
• Intelligent AI-driven interactions: Leveraging Amazon Q in Connect and Adobe's AEP AI Assistant alongside AI Agents, businesses can deploy tailored experiences based on unified customer data. Teams across an organization will be able to access consistent customer information, enabling more personalized and contextual interactions across touchpoints.
• Boost marketing performance: Adobe Real-Time Customer Data Platform (CDP) Collaboration, built on AEP, is an offering that delivers a secure environment for advertisers and publishers to jointly discover, activate and measure high-value audiences through consent-driven first-party data. Business can deliver personalized ad experiences, without relying on third-party signals. Through an integration with Amazon Marketing Cloud, marketers will be able to combine customer data in Real-Time CDP Collaboration with performance insights from Amazon Ads in Amazon Marketing Cloud to measure segment performance and drive better return on ad spend.
• Streamlined Creative Workflows: Through direct integration between Amazon Ads and Adobe Creative Cloud applications, businesses can efficiently create and publish high-quality ads. Creative teams can access professional templates designed for Amazon Ads within Adobe Photoshop and Adobe Express, with automatic compliance checks and seamless access to Amazon Creative Assets.

Applications powered by AEP, including Adobe Real-Time CDP, Adobe Journey Optimizer and Adobe Customer Journey Analytics, will also be available in AWS Marketplace – a digital catalog with thousands of software listings – making it easy to find, test, buy and deploy solutions.

Learn more about the collaboration between Adobe and AWS here.

About Adobe

Adobe is changing the world through personalized digital experiences. For more information, visit www.adobe.com.

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of applicable securities laws, including those related to Adobe’s new, enhanced or future product capabilities, innovations and offerings and the expected benefits to Adobe. Each of the forward-looking statements Adobe makes in this press release involves risks, uncertainties and assumptions based on information available to Adobe as of the date of this press release. Such risks and uncertainties, many of which relate to matters beyond our control, could cause actual results to differ materially from these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to: failure to innovate effectively and meet customer needs; issues relating to development and use of AI; failure to realize the anticipated benefits of investments or acquisitions; failure to compete effectively; damage to our reputation or brands; service interruptions or failures in information technology systems by us or third parties; security incidents; failure to effectively develop, manage and maintain critical third-party business relationships; risks associated with being a multinational corporation and adverse macroeconomic conditions; failure to recruit and retain key personnel; complex sales cycles; changes in, and compliance with, global laws and regulations, including those related to information security and privacy; failure to protect our intellectual property; litigation, regulatory inquiries and intellectual property infringement claims; changes in tax regulations; complex government procurement processes; risks related to fluctuations in or the timing of revenue recognition from our subscription offerings; fluctuations in foreign currency exchange rates; impairment charges; our existing and future debt obligations; catastrophic events; and fluctuations in our stock price. Further information on these and other factors are discussed in the section titled “Risk Factors” in Adobe’s most recently filed Annual Report on Form 10-K and Adobe's most recently filed Quarterly Reports on Form 10-Q. The risks described in this press release and in Adobe’s filings with the U.S. Securities and Exchange Commission should be carefully reviewed. Adobe undertakes no obligation, and does not intend, to update the forward-looking statements, except as required by law.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250318724273/en/

Public relations contact

Kevin Fu

Adobe

kfu@adobe.com

Source: Adobe

FAQ

What are the main benefits of Adobe's new collaboration with AWS for ADBE investors?

The collaboration enhances Adobe's market position by combining its Customer Experience Orchestration with AWS's cloud services, potentially driving new revenue streams through integrated solutions and broader market reach via AWS Marketplace.

How does Adobe's Real-Time CDP Collaboration integration with Amazon Marketing Cloud impact advertisers?

It enables advertisers to combine customer data with Amazon Ads performance insights for better audience targeting and improved return on ad spend, without relying on third-party signals.

What new creative capabilities does the ADBE-Amazon Ads integration provide?

The integration allows direct access to Amazon Ads templates within Adobe Photoshop and Adobe Express, with automatic compliance checks and seamless access to Amazon Creative Assets.

How does the AEP integration with Amazon Connect enhance customer experience?

It provides end-to-end visibility into customer journeys by combining AEP's customer profiles with Amazon Connect's customer care insights, enabling more personalized experiences across channels.