Adobe is making an aggressive push into Amazon's cloud computing space and expanding its offerings Experience platform on AWS in a partnership that signals a significant shift in the best way firms approach artificial intelligence and customer data.
The deal announced last week at Amazon Web Services re:Invent conferenceis having a broader impact on the $500 billion cloud computing market than originally thought, Adobe leadership told VentureBeat.
The partnership comes at a critical time for digital commerce as firms struggle to personalize customer experiences in an increasingly fragmented digital landscape. Recent data underscores this urgency: mobile devices were of great importance on this yr's Cyber Monday 57% of online salesa dramatic increase from 33% five years ago, illustrating the rapid evolution of consumer behavior.
Cloud strategy meets customer experience: why this partnership matters
“Brands either work exclusively with one primary cloud provider or their strategy is to decide on multiple cloud providers,” said Anjul Bhambhri, senior vp of Adobe Experience Cloud, in an exclusive interview with VentureBeat. “We want to satisfy customers where they’re and supply flexibility to run their workloads within the cloud that supports their enterprise applications.”
The move is especially necessary for firms which have already invested heavily in AWS infrastructure. Organizations that store customer data in AWS services, corresponding to: S3, Redshiftor DynamoDB will now have the ability to enable this data for personalization without the complexity and latency of cross-cloud data transfers.
“The complexity, cost and latency of moving or accessing data are dramatically reduced,” Bhambhri said. “This means the power to quickly launch personalized campaigns where experiences could be triggered based on customer actions that took place milliseconds ago.”
Breaking down data silos: How Adobe's AWS integration is changing customer engagement
A key differentiator of this offering is the mixing of generative AI functions AEP AI assistant. This conversational interface represents a major democratization of enterprise marketing tools, allowing teams to interact with complex data and automation systems using natural language prompts.
Providing a concrete example of the AI assistant's capabilities, Bhambhri told VentureBeat: “Using easy text prompts, teams can significantly increase their productivity by getting answers to all product how-to questions on demand to question their customer data for insights . “Get answers to high- and under-performing segments and campaigns and receive recommendations to enhance the performance of your marketing efforts.”
Leading firms including The Coca-Cola Company, Dick's Sporting Goods, Major League BaseballAnd Marriott International are currently using Adobe Experience Platform to drive their customer experience initiatives. When the shared AWS offering becomes available in 2025, these and other organizations could have the chance to leverage Adobe's suite of applications – including Real-Time CDP, Journey Optimizer and Customer Journey Analytics – directly of their AWS environment.
The platform offers sophisticated functions for real-time personalization especially for retailers. “For example, a sporting goods company can offer additional relevant products or accessories with a cohort of first-time buyers,” Bhambhri said. “Marketing teams inside a brand can concurrently run different personalization campaigns based on different user attributes and actions.”
Fortune 500 Early Adopters: Big brands rely heavily on Adobe AWS innovations
The implementation timeline appears to be ambitious, with Bhambhri indicating that some customers could have their first use cases up and running “in just a few weeks to a month.” However, the entire solution is not going to be available through the AWS Marketplace until calendar yr 2025.
This partnership signals a broader trend in enterprise software: the move toward cloud-agnostic platforms that may work seamlessly across different infrastructure providers. Although Adobe claims it will not impact its relationships with other cloud providers, it represents a major expansion of its AWS presence.
The development comes as firms face increasing pressure to deliver personalized experiences while managing complex data protection requirements and technical infrastructure costs. By integrating the Adobe Experience Platform with AWS, firms can potentially optimize their technology stack while maintaining the subtle personalization capabilities required in today's digital marketplace.
For technical decision makers, this partnership provides a transparent path to scaling personalization initiatives while potentially reducing the operational complexity of managing cross-cloud data flows. However, the actual test will are available in 2025 when firms begin implementing these solutions at scale.
