Adobe strengthens AI and marketing capabilities with AWS and Amazon Ads partnership

Adobe has deepened its partnership with Amazon Web Services (AWS) and Amazon Ads to introduce a suite of advanced AI-driven solutions designed to enhance marketing performance and creative workflows. Announced at Adobe Summit, this collaboration extends Adobe Experience Platform (AEP) capabilities through AWS’s cloud infrastructure, integrating AI-powered tools that offer businesses improved customer engagement, real-time insights, and enhanced advertising efficiency.

With digital marketing evolving rapidly, companies are increasingly shifting towards first-party data strategies and AI-driven automation. Adobe’s latest offerings reflect this industry transformation, positioning the company at the forefront of data-driven customer experience orchestration. The new integrations aim to help businesses personalize customer journeys, optimize ad campaigns, and streamline content creation while ensuring data security and compliance.

How Will Adobe’s Partnership with AWS Transform Customer Engagement?

Adobe’s collaboration with AWS centers on integrating AEP with Amazon Connect, AWS’s cloud-based contact center service, to provide businesses with deeper insights into customer interactions. By combining Adobe Experience Platform with Amazon Connect’s AI-driven customer support, companies can track engagements across multiple touchpoints while maintaining strict privacy standards.

AI plays a crucial role in this transformation. Adobe’s AEP AI Assistant, paired with Amazon Q in Connect, enables businesses to deliver hyper-personalized interactions in real-time. These AI-driven tools analyze customer behavior, past purchases, and engagement patterns, allowing brands to anticipate needs and provide context-aware solutions. For example, a retailer using AEP and Amazon Connect could instantly identify a returning customer, retrieve their purchase history, and offer relevant support or product recommendations without requiring repeated inputs from the user.

This level of automation enhances efficiency while improving customer satisfaction, a growing priority in industries ranging from e-commerce to financial services. By enabling AI-powered personalization at scale, Adobe and AWS are addressing a key challenge in modern marketing—delivering meaningful customer experiences in a digital landscape increasingly defined by data privacy regulations.

What Does the Adobe and Amazon Ads Integration Mean for Marketers?

One of the most significant components of Adobe’s expanded partnership is the introduction of Adobe Real-Time Customer Data Platform (CDP) Collaboration—a solution designed to help advertisers and publishers maximize audience targeting without relying on third-party cookies. With digital advertising moving toward a privacy-centric model, Adobe’s approach focuses on first-party data activation, allowing brands to deliver personalized ad experiences using customer consent-driven insights.

The integration with Amazon Marketing Cloud takes this capability further by enabling businesses to measure ad performance and audience engagement with greater precision. Marketers can now combine data from Real-Time CDP Collaboration with Amazon Ads analytics, gaining a comprehensive view of campaign effectiveness. This insight allows brands to refine their targeting strategies, optimize ad spend, and improve return on investment (ROI).

For advertisers, these tools provide a competitive edge in an increasingly fragmented media landscape. With AI-powered segmentation and predictive analytics, brands can identify high-value audiences and deliver relevant messaging at the right moment, ensuring that campaigns generate maximum impact.

How Will Creative Teams Benefit from the Adobe and Amazon Ads Collaboration?

Beyond data-driven marketing, Adobe is also enhancing creative workflows by integrating Amazon Ads directly into Adobe Creative Cloud applications. This move is aimed at streamlining the ad creation process for businesses looking to produce high-quality, engaging content efficiently.

Creative teams using Adobe Photoshop and Adobe Express can now access Amazon Creative Assets directly within these tools. This integration allows designers to work with platform-specific ad templates, ensuring that creative content aligns seamlessly with Amazon Ads specifications. Additionally, built-in compliance checks automate the approval process, reducing time-to-market for new advertising campaigns.

For businesses managing large-scale advertising operations, this seamless connection between design and campaign execution simplifies workflows and eliminates the need for manual adjustments. By ensuring that creative assets are optimized from the outset, brands can maintain visual consistency across platforms while improving ad performance.

Why Is Adobe Expanding Its Offerings in AWS Marketplace?

To further extend accessibility, Adobe has announced that key applications within Adobe Experience Platform—including Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics—will be available in AWS Marketplace. This move simplifies procurement for businesses looking to deploy Adobe’s AI-driven customer experience solutions within their existing cloud environments.

AWS Marketplace serves as a centralized platform where enterprises can discover, purchase, and integrate third-party software solutions. By making Adobe Experience Platform available through AWS Marketplace, Adobe is positioning its customer engagement tools as a core component of modern digital transformation strategies. Companies leveraging AWS’s infrastructure can now adopt Adobe’s solutions with minimal friction, accelerating their ability to enhance customer interactions.

What Are the Broader Implications of This Partnership?

The collaboration between Adobe and AWS highlights the growing importance of AI-powered marketing automation and privacy-first data strategies. As businesses navigate stricter data regulations, the need for secure, AI-driven personalization tools has become more pressing.

Adobe’s investment in Adobe Experience Platform and Real-Time CDP Collaboration aligns with broader industry trends emphasizing first-party data collection as a replacement for third-party cookies. Meanwhile, AWS’s infrastructure provides the scalability and security required to support these evolving marketing models.

For Adobe, these advancements strengthen its position as a leader in digital experience technology. By integrating its AI-powered marketing and creative tools with AWS’s cloud services, Adobe is ensuring that businesses can adapt to the next phase of digital marketing—one defined by intelligent automation, personalized engagement, and privacy-conscious advertising.

Adobe’s deepening partnership with AWS and Amazon Ads represents a strategic shift towards AI-driven, data-centric marketing and creative solutions. With the expansion of Adobe Experience Platform, businesses can harness advanced AI tools to enhance customer engagement, improve ad performance, and streamline content creation.

As first-party data strategies become the foundation of digital advertising, Adobe’s new integrations offer a forward-looking approach to customer experience orchestration. By leveraging AWS’s cloud infrastructure and AI capabilities, Adobe is equipping brands with the tools needed to succeed in an increasingly privacy-conscious marketplace.