Adobe has announced a new partnership with Amazon Web Services (AWS) and Amazon Ads, aimed at helping marketers and creatives deliver customer experiences with greater speed and precision. The announcement was made on 18 March during Adobe Summit, the company’s flagship digital experience conference held in Las Vegas.
This strategic collaboration brings together Adobe’s expertise in customer experience orchestration with AWS’s cloud infrastructure and artificial intelligence (AI) services. The partnership focuses on integrating Adobe Experience Platform (AEP) with various AWS and Amazon Ads tools to help brands engage customers more effectively, while maintaining high standards of privacy and data protection.
Sundeep Parsa, vice president of Adobe Experience Cloud, said, “The growing digital economy is creating an environment where a higher volume of engaging and personalised content is required to drive customer loyalty. 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.”
Enhancing marketing with AI and data-driven tools
As part of the collaboration, Adobe and AWS will introduce new integrations between AEP and Amazon Connect. This allows businesses to gain full visibility into customer journeys and provide more relevant interactions across multiple touchpoints. The integration combines AEP’s detailed customer profiles with customer care insights from Amazon Connect to deliver a seamless and personalised omnichannel experience.
The collaboration also leverages AI to improve how brands interact with their audiences. By using Amazon Q in Connect alongside Adobe’s AEP AI Assistant and AI Agents, businesses can deploy smarter, more contextual experiences across channels. These tools give teams across different departments access to consistent customer information, allowing for unified and tailored engagement.
Another major benefit is the introduction of Adobe Real-Time Customer Data Platform (CDP) Collaboration, which offers a secure space for advertisers and publishers to work together using consent-based first-party data. This tool enables the discovery, activation, and measurement of high-value audiences without relying on third-party signals. A new integration with Amazon Marketing Cloud gives marketers the ability to merge real-time customer data with ad performance insights, helping to measure the success of specific segments and optimise return on ad spend.
Streamlining creative workflows for better results
In addition to marketing and data features, the partnership also supports creative teams. Direct integration between Amazon Ads and Adobe Creative Cloud applications allows for a more efficient ad creation process. Designers can now use Amazon-specific templates within Adobe Photoshop and Adobe Express, while also benefiting from automatic compliance checks and direct access to Amazon Creative Assets. This setup helps creative teams develop and publish high-quality advertisements more quickly and with fewer revisions.
Furthermore, Adobe is making several AEP-powered tools—such as Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics—available on AWS Marketplace. This digital catalogue of software solutions makes it easier for companies to explore, trial, and implement Adobe’s tools through AWS’s global infrastructure.
The collaboration between Adobe, AWS, and Amazon Ads is designed to support businesses seeking to build stronger relationships with customers, improve ad performance, and streamline content production by using advanced AI and data-driven insights.
