IBM and Adobe enable real-time experience orchestration to help organisations act on customer intent faster and deliver more connected customer experiences.
IBM has announced new industry solutions in collaboration with Adobe to advance AI-powered experience orchestration across sectors.
The initiative aims to help organisations close the gap between insight and action by connecting data, decision-making, and delivery in real time.
New research from the IBM Institute for Business Value highlights that companies lose an average of $29 million annually due to slow responses to customer needs, with three-quarters of executives acknowledging delays in adapting to customer expectations.
As customer expectations evolve, organisations face increasing pressure to anticipate needs, with 88% of executives stating that customers expect brands to act proactively before needs are expressed.
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A Deeper Collaboration to Close the Gap
IBM Consulting and Adobe are strengthening their collaboration by combining Adobe’s Customer Experience Orchestration capabilities with IBM’s agentic AI and orchestration tools.
These include Adobe Real-Time CDP, Adobe Experience Platform Agent Orchestrator, and IBM WatsonX Orchestrate, designed to help organisations identify customer intent quickly and act in the moment.
Research findings highlight measurable impact:
- Organisations decoding customer intent report 13% lower acquisition costs, improved satisfaction, and higher retention rates
- Companies combining AI responsiveness with governance see 12% higher marketing ROI and a 38% increase in customer lifetime value
- Delays in acting on customer signals can reduce marketing ROI by 30–40 percentage points
The findings emphasise that effective orchestration requires unifying data, automating decisions, and implementing responsible AI governance to align every customer touchpoint.
Real-World Impact Across Industries
IBM is introducing industry-specific consulting strategies with Adobe, starting with airlines and healthcare.
These solutions are designed to help organisations understand and act on customer intent more quickly, precisely, and consistently. In travel, the approach focuses on integrating traveller context, enabling predictive personalisation, and creating connected digital and physical experiences.
In healthcare, the solutions aim to reduce friction caused by administrative processes by connecting identity and context across channels and streamlining workflows.
“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.
“There is a massive delta between what customers can do and expect in their day-to-day life, and what aviation and travel companies are able to deliver. Either they can’t, or their mindset holds them back,” said Marvin James Burton, Director of Digital Experiences, Riyadh Air.
A New Foundation for Customer Experience
The research also reveals that only 34% of customer data collected by organisations is currently used to inform customer experience decisions. This highlights a key challenge: not a lack of data, but the absence of real-time orchestration needed to translate insight into action.
IBM and Adobe aim to address this by enabling organisations to unify data, strengthen orchestration capabilities, and apply governance to ensure trust at scale. The initiative positions experience orchestration as a critical capability for delivering real-time, connected, responsive, and personalised customer journeys.
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