Adobe and Tesco have announced a new strategic AI partnership aimed at delivering more personalised, timely and relevant shopping experiences to Tesco customers across digital channels. The deal includes the creation of a joint Tesco x Adobe Innovation Lab, where Adobe engineers will work alongside Tesco’s personalisation and AI teams to test and deploy new AI-driven tools at scale.
Under the partnership, Tesco plans to use Adobe’s agentic AI capabilities and Adobe Firefly Foundry to better interpret and anticipate customer needs, tailoring offers, product suggestions and recipe ideas to more than 24 million Clubcard households. Tesco says the enhanced use of customer intelligence will enable it to serve “cutting-edge, personalised content, offers and experiences” in store, online and in its app, while Adobe’s creative technologies will help the retailer generate on-brand marketing content more quickly.
Becky Brock, Tesco’s Group Customer Digital Transformation Director, said the collaboration will allow the supermarket to act in the moment and get the right messages, savings or ideas to customers just when they need them, reinforcing Clubcard’s value and making shopping genuinely personalised, convenient and helpful.
Nathan Hancock, Adobe’s Vice President and Managing Director for the UK, Ireland, Middle East and Africa, described the partnership as a step-change for modern retail personalisation, citing Tesco’s deep customer relationships and trust as a foundation for scaling AI-powered customer journeys.
The Tesco x Adobe Innovation Lab will act as a co-innovation hub, combining Tesco’s in-house retail, data and AI expertise with Adobe’s customer experience and AI technology to evolve the supermarket’s Clubcard programme and digital experiences. The companies say the long-term goal is to make loyalty offers feel even more relevant and to ensure every interaction with Tesco reflects the brand’s established reputation for quality and trust.
