Cognizant and Adobe Expand AI Content Partnership
Cognizant and Adobe deepen their partnership to help enterprises scale AI-driven content and customer experiences with stronger governance and faster returns.
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Cognizant has announced an expanded global strategic collaboration with Adobe aimed at reshaping how enterprises create, govern and scale content and customer experiences using generative AI.
The move builds on a long-standing relationship between the two companies, combining Adobe’s AI-powered creative and experience platforms with Cognizant’s AI Builder approach, industry expertise and managed services. Together, they are targeting rising content demand, stricter brand and regulatory requirements, and mounting cost pressures—particularly in regulated and fast-growing industries.
Enterprises are facing an unprecedented surge in content needs. In a global survey of 1,600 marketers, Adobe found that 96 per cent reported content demand had doubled over the past two years, with 71 per cent expecting it to increase more than fivefold by 2027. Traditional creative and marketing operations are struggling to keep pace.
As asset volumes, channels and experience variations multiply, organisations are under growing pressure to maintain consistency, compliance and speed. Generative AI is accelerating this shift, forcing companies to rethink the entire content supply chain—from ideation and production to localisation, compliance and personalisation at scale. Adobe estimates that AI-enabled content creation and production transformations can deliver an average 7.1-times net return on investment for large enterprises over three years.
“The promise of AI is only realised when it is purpose-built for business outcomes,” said Ben Wiener, Global Head of Cognizant Moment. “This expanded collaboration with Adobe allows us to move from experimentation to execution, co-creating AI-powered content and experience solutions that deliver measurable value across industries.”
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The partnership is structured around a joint go-to-market and delivery model designed to help enterprises operationalise AI-driven content at scale. It builds on earlier collaborations, including new agentic AI initiatives from Adobe, enabling seamless workflow execution across agents and greater customisation by industry and use case.
Aligned teams from Cognizant and Adobe will integrate generative AI directly into clients’ creative workflows, embedding brand and compliance controls by design and supporting a clear path from pilot projects to production. The collaboration will draw on Adobe Firefly Services, Firefly Custom Models, Firefly Design Intelligence, the Substance 3D collection, Frame.io and broader automation and workflow capabilities. Adobe Professional Services, including forward-deployed engineering teams, will support co-developed innovation and faster market adoption.
“As AI reshapes customer expectations, Adobe is helping brands stand out with exceptional, personalised experiences powered by an AI-driven content supply chain,” said Stephen Frieder, Chief Revenue Officer, Enterprise at Adobe. “Cognizant’s industry depth and ability to operationalise complex transformations make them a natural strategic partner.”
At its core, the collaboration adopts a continuous, end-to-end operating model that moves enterprises beyond pilots towards sustained transformation. By uniting platform integration, AI model customisation, workflow automation and ongoing operations, the approach aims to reduce time-to-value, lower production costs and strengthen enterprise-grade governance across global marketing and creative teams.
Key use cases include large-scale campaign production, compliant communications in regulated sectors, 3D digital-twin-based product visualisation and personalised customer experiences. Cognizant’s Experience Strategy Suite embeds human-centric AI across the design journey and integrates commercially safe generative AI with Adobe Firefly to accelerate ideation, design and content creation.
Cognizant’s benchmarking across early deployments suggests enterprises adopting AI-driven content and experience models achieve 30–70 per cent improvements in creative ideation, 70–80 per cent gains in scaled asset production and faster campaign launches, alongside reduced costs and stronger brand consistency. ROI modelling indicates the potential for returns exceeding seven times investment over multiple years.
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Initial efforts will focus on healthcare and life sciences, financial services, retail and consumer goods—sectors where content scale, regulatory rigour and speed to market are critical—with plans to expand across additional industries globally.
Taken together, the expanded collaboration underscores a shared ambition: to turn generative AI from a productivity experiment into a durable engine for growth, efficiency and customer relevance.
