Tesco teams with Adobe on AI

Tesco said on April 13 it has struck an artificial intelligence partnership with Adobe to tailor more of its marketing and shopping prompts to individual customers. (tescoplc.com) The companies said Tesco will use Adobe’s artificial intelligence tools, including agentic systems and Firefly Foundry, to turn customer data into more targeted offers, recommendations and digital content. Tesco said the work will focus on its digital channels and Clubcard loyalty program. (tescoplc.com) Tesco said it has more than 24 million Clubcard households, making the loyalty scheme one of the biggest in British retail. Becky Brock, Tesco’s group customer digital transformation director, said the retailer wants Clubcard to become “more use” to shoppers the more they use it. (tescoplc.com) Personalized marketing in retail usually means breaking one campaign into many versions, so different shoppers see different deals, recipes or product suggestions. Tesco said Adobe will also help it produce more on-brand creative at scale, which points to faster versioning as well as sharper targeting. (tescoplc.com) The deal lands as Tesco is widening its use of artificial intelligence beyond ads and emails. On April 9, Tesco said it had started a beta trial of an artificial intelligence assistant in its app for about 280,000 colleagues, with meal planning and basket-building features meant to reach customers later in 2026. (tescoplc.com) Tesco has also been building a broader partner network around generative artificial intelligence. In December 2025, it signed a three-year agreement with Mistral AI that included another joint artificial intelligence lab for internal tools, analysis and customer-facing uses. (tescoplc.com) The Adobe tie-up adds a second lab, the Tesco x Adobe Innovation Lab, where Adobe engineers will work with Tesco’s technology teams on experiments in personalization. Adobe’s Nathan Hancock said the two companies plan to connect Tesco’s customer data and loyalty reach with Adobe’s artificial intelligence systems at large scale. (tescoplc.com) Tesco has already told investors that more than 13 million customers are receiving more timely offers, product recommendations and recipe ideas backed by the Adobe partnership. That suggests the companies are moving quickly from announcement to deployment inside Tesco’s existing marketing and loyalty machinery. (tescoplc.com) For shoppers, the immediate change is likely to be more tailored messages inside Tesco’s app, website and loyalty offers rather than a brand-new standalone product. For Tesco, the test is whether more precise recommendations and faster creative output lift sales without making the experience feel repetitive or intrusive. (tescoplc.com)