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Adobe is making an aggressive move into Amazon’s cloud computing territory and expanding it Experience platform on AWS in a partnership that signals a major shift in the way companies approach artificial intelligence and customer data.
The deal, which was announced last week on Amazon Web Services’ re: Invent conferencehas broader implications for the $500 billion cloud computing market than initially revealed, Adobe leadership told VentureBeat.
The partnership comes at a pivotal time for digital commerce, as companies scramble to personalize customer experiences in an increasingly fragmented digital landscape. Recent data underlines this urgency: during Cyber Monday this year, mobile devices were responsible 57% of online salesa dramatic increase from 33% five years ago, highlighting the rapidly evolving nature of consumer behavior.
Cloud strategy meets customer experience: why this partnership matters
“Brands either work exclusively with a primary cloud provider or their strategy is to work with multiple cloud providers,” said Anjul Bhambhri, Senior Vice President of Adobe Experience Cloud, in an exclusive interview with VentureBeat. “We want to meet customers where they are and provide flexibility in running their workloads in the cloud that supports their business applications.”
This step is particularly important for companies that have already invested heavily in AWS infrastructure. Organizations that store customer data in AWS services, such as S3, Redshiftor DynamoDB will now be able to activate that data for personalization without the complexity and latency of data transfers between the cloud.
“The complexity, cost and latency of moving or accessing data decreases dramatically,” said Bhambhri. “This means the ability to quickly ramp up personalized campaigns where experiences can be triggered based on customer actions that occurred milliseconds ago.”
Breaking down data silos: How Adobe’s AWS integration is changing customer engagement
A key differentiator in this offering is the integration of generative AI capabilities through the AEP AI Assistant. This conversational interface represents a significant democratization of enterprise marketing tools, allowing teams to interact with complex data and automation systems through natural language prompts.
Giving a concrete example of the AI assistant’s capabilities, Bhambhri told VentureBeat: “With simple text prompts, teams can significantly improve their productivity by getting answers to all product how-to questions when they need them, querying their customer data for insights, to get answers on high and low performing segments and campaigns, and get recommendations on how to improve the performance of their marketing activities.”
Leading companies including The Coca-Cola Company, Dick’s sporting goods, Major League BaseballAnd Marriott International currently use Adobe Experience Platform to support their customer experience initiatives. When the joint AWS offering becomes available in 2025, these and other organizations will have the ability to use Adobe’s suite of applications, including Real-Time CDP, Journey Optimizer and Customer Journey Analytics, directly in their AWS environment.
The platform offers advanced options for real-time personalization specifically for retailers. “For example, a sporting goods company can offer additional relevant products or accessories to a group of new buyers,” says Bhambhri. “Marketing teams within a brand can run different personalization campaigns simultaneously, based on different user characteristics and actions.”
Fortune 500 early adopters: major brands that are investing heavily in Adobe-AWS innovation
The implementation timeline appears aggressive, with Bhambhri indicating that some customers could be up and running with their first use cases “from a few weeks to a month.” However, the complete solution is not available through the AWS Marketplace until calendar year 2025.
This partnership signals a broader trend in enterprise software: the move toward cloud-agnostic platforms that can function seamlessly across different infrastructure providers. While Adobe claims this won’t impact its relationships with other cloud providers, it represents a significant expansion of its AWS footprint.
This development comes as companies are under increasing pressure to deliver personalized experiences while managing complex data privacy requirements and technical infrastructure costs. By bringing Adobe Experience Platform to AWS, organizations can potentially streamline their tech stack while maintaining the advanced personalization capabilities needed in today’s digital marketplace.
For technical decision makers, this partnership provides a clear path to scaling personalization initiatives while reducing the operational complexity of managing cross-cloud data flows. However, the real test will come in 2025, when organizations start implementing these solutions on a large scale.
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