The deal pairs Tesco’s loyalty data from 24 million Clubcard households with Adobe’s agentic AI—and plants Adobe engineers inside Tesco’s tech team to make it work.
Adobe and Tesco have announced a strategic AI partnership to improve the shopping experience through more personalised and relevant customer interactions.
Tesco plans to use Adobe’s AI and agentic AI capabilities to interpret customer behaviour better and anticipate needs, delivering more tailored recommendations, ideas, and offers across its channels.
With more than 24 million Clubcard households, Tesco already operates one of the largest loyalty programmes in UK retail. Customers receive personalised offers, product recommendations, and recipe ideas based on their activity.
Through this partnership, Tesco aims to build on that foundation by refining its customer engagement. Using technologies such as Adobe’s agentic AI and Firefly, the retailer will develop more responsive and context-driven interactions across digital touchpoints.
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Becky Brock, Group Customer Digital Transformation Director, Tesco, said: “At Tesco, we want customers to feel that the more they use their Clubcard, the more use it is to them. Working with Adobe, we can be even more responsive to shoppers’ needs.
“We can act in the moment, getting the right messages, savings or ideas to the right customers, just when they need them. Our focus is always on finding ways to surprise and delight our customers, and the partnership with Adobe gives us more ways to do that – using AI to benefit our customers with shopping experiences that are genuinely personalised, convenient and helpful”, Brock Added.
Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa, Adobe, said: “The combination of Tesco’s customer relationships and Adobe’s AI capabilities marks a step forward for retail personalisation. Few retailers anywhere in the world have built the depth of trust and knowledge that Tesco has — and together, we can connect that foundation with AI-powered solutions that deliver smarter journeys and more personal customer experiences at an unprecedented scale.”
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The Tesco x Adobe Innovation Lab
The partnership also includes the launch of a Tesco x Adobe Innovation Lab, where Adobe engineers will work alongside Tesco’s technology and personalisation teams.
This setup brings together Tesco’s in-house expertise with Adobe’s AI capabilities to test, experiment, and develop new approaches to personalisation.
The goal is to make Clubcard offers more relevant and ensure that interactions across in-store, online, and app experiences reflect the consistency and trust customers expect from the brand.
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