IBM said experience orchestration enables businesses to unify data, automate decisions, and deliver seamless interactions across digital and physical touchpoints.
IBM has introduced industry solutions for AI-powered experience orchestration in collaboration with Adobe, as organisations face growing challenges in responding to evolving customer expectations.
New research from the IBM Institute for Business Value, conducted with Adobe, shows that companies lose an average of $29 million annually due to delays in responding to customer demands, with many organisations struggling to act on customer insights in real time.
Marketing leaders understand the shift toward real-time engagement, but the challenge lies in connecting data, decision-making, and delivery to act in the moment.
This is where IBM Consulting and Adobe are deepening collaboration by combining Adobe’s Customer Experience Orchestration capabilities with IBM’s agentic AI and orchestration tools to help businesses identify customer intent and respond faster.
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The research shows the impact for companies that get it right:
Organisations that successfully decode intent report 13% lower customer acquisition costs, a 4-point advantage in customer satisfaction scores, and 6% higher retention rates.
Those that pair AI-fueled responsiveness with clear governance report 12% higher marketing ROI and a 38% lift in customer lifetime value. The IBV analysis found that organisations that spend more time detecting and acting on customer signals saw their marketing ROI drop by 30–40 percentage points. At the same time, excessive delay drives an annual average of $29 million in operating waste.
When organisations unify data, automate decision-making, and set responsible AI guardrails, orchestration delivers the connective tissue that aligns every touchpoint, reinforcing that customer loyalty is driven by connected, seamless experiences.
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Across industries, the challenge is not delivering individual interactions, but ensuring that every interaction works together to create a consistent, connected customer experience.
IBM is introducing industry-specific consulting strategies with Adobe, starting with airlines and healthcare, to help organisations act on customer intent faster, more precisely, and with greater consistency.
IBM’s work with Riyadh Air demonstrated how AI-guided customer support can assist staff in real time, while broader implementations focus on predictive personalisation and connected commerce experiences.
Adobe and IBM are enabling organisations to build more responsive and connected customer journeys across digital, physical, and operational touchpoints.
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In healthcare, administrative complexity continues to create friction in customer interactions, and the collaboration focuses on streamlining workflows and connecting customer identity and context across channels.
“Patients deserve a connected experience. Whether they’re engaging with an insurer, a doctor, or a neighbourhood clinic, their information should move with them, so they’re supported by the system, not forced to be the only thread tying it together,” said Eric Martinez, Chief Business Marketing Officer, The Cigna Group.
In travel, similar gaps exist between customer expectations and service delivery.
“There is a massive delta between what customers can do and expect in their day-to-day life, and what aviation and travel companies can deliver. Either they can’t, or their mindset holds them back,” said Marvin James Burton, Director of Digital Experiences, Riyadh Air.
The research also highlights that only a small portion of customer data is currently used to inform experience decisions, and that a lack of real-time orchestration is a key gap.
IBM and Adobe said organisations that unify data, strengthen orchestration, and apply governance can better translate customer intent into action and deliver seamless experiences at scale.
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