As enterprises grapple with surging content demands and rising expectations for personalized customer experiences, Cognizant announced an expanded strategic collaboration with Adobe aimed at accelerating AI driven creativity and experience transformation at enterprise scale. The move is significant for the MarTech ecosystem as organizations look to move generative AI from experimentation into governed, production ready operations that deliver measurable business outcomes.
Cognizant said the expanded collaboration builds on its long standing relationship with Adobe, combining Adobe AI powered creative and experience platforms with Cognizant AI Builder approach, industry expertise, and managed services. Together, the companies aim to help enterprises address escalating content volume, brand governance challenges, and cost pressures, particularly in regulated and high growth industries.
The announcement comes as enterprises face exponential growth in content needs across channels and formats. Adobe research cited by the companies shows that ninety six percent of marketers reported content demand doubling over the past two years, with most expecting demand to grow more than five times by 2027. At the same time, marketing and creative teams are under increasing pressure to manage compliance, localization, and personalization without proportionally increasing costs.
Generative AI is accelerating this shift, forcing organizations to rethink the entire content supply chain from ideation and production through governance and distribution. Adobe estimates that an AI enabled content creation and production transformation can deliver large enterprises an average net return of more than seven times over three years, highlighting the scale of opportunity for organizations that operationalize AI effectively.
“The promise of AI is only realized when it is purpose built for business outcomes,” said Ben Wiener, Global Head of Cognizant Moment. “As AI builders, Cognizant brings together industry context, engineering depth, and enterprise grade platforms to create responsible solutions that move from experimentation to execution at scale. This expanded collaboration with Adobe allows us to co create and operationalize AI powered content and experience solutions that are built for each client’s reality, turning the potential of AI into measurable value across industries.”
The Cognizant Adobe collaboration is structured around a joint go to market and delivery model designed to help enterprises embed generative AI directly into creative workflows. Cognizant will work with Adobe teams to integrate AI into day to day operations, embed brand and compliance controls by design, and support a clear transition from pilot programs to full scale deployment. The collaboration will leverage Adobe Firefly Services, Firefly Custom Models, Firefly Design Intelligence, Substance 3D, automation tools, and Frame.io, alongside Adobe Professional Services and forward deployed engineering teams.
“As AI reshapes customer expectations, Adobe is helping brands stand out with exceptional, personalized experiences, powered by an AI driven content supply chain,” said Stephen Frieder, Chief Revenue Officer, Enterprise at Adobe. “Cognizant’s deep industry expertise and ability to operationalize complex transformations make them a natural strategic partner.”
For enterprises, the collaboration supports a shift from fragmented creative execution to intelligent, scalable, and governed content operations. Cognizant said early deployments show significant gains in creative ideation, asset production speed, and time to market, while reducing costs and improving brand consistency.
In the near term, the Cognizant Adobe collaboration will focus on industries such as healthcare and life sciences, financial services, retail, and consumer goods. For the MarTech ecosystem, the partnership underscores how AI driven content and experience platforms are becoming central to enterprise growth strategies, transforming generative AI into a durable engine for efficiency, creativity, and customer relevance.
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