1. What the Partnership Is About
Adobe and Amazon (specifically AWS) are deepening their collaboration to reshape how businesses use AI in creativity, marketing, and customer experiences. The renewed partnership was highlighted at AWS re:Invent 2025, with goals focused on empowering teams to deliver personalized, scalable and high-impact digital experiences. (Small Business Trends)
Key themes include:
- AI-driven creativity that helps users—from solo entrepreneurs to enterprise teams—produce compelling creative content faster. (Small Business Trends)
- Enhanced marketing performance by combining Adobe’s marketing and experience tools with AWS’s cloud and AI infrastructure. (Small Business Trends)
- Data-driven insights that help improve audience targeting, campaign activation and customer engagement. (Adweek)
2. Core Components of the Collaboration
Adobe Experience Platform on AWS
Adobe is expanding its core Adobe Experience Platform (AEP) to run natively on AWS infrastructure—allowing brands to:
- Orchestrate personalized journeys across channels.
- Access deep AI-driven insights about customer behavior and content performance.
- Scale with AWS enterprise-grade security and global reach. (Business Wire)
This means brands can leverage a unified real-time customer view and AI models to tailor messages and experiences more precisely. (Business Wire)
AI-Powered Content & Creative Tools
Adobe integrates generative AI into its creative apps and platforms that are strengthened by AWS capabilities:
- Adobe Express now includes conversational AI helpers to design and refine visual assets using natural language. (Unix Commerce)
- Adobe Firefly offers generative content (text-to-image, text-to-video) that helps accelerate creation workflows for marketing and social campaigns. (Unix Commerce)
- Adobe Acrobat Studio expands PDF capabilities with AI assistants, making document-based marketing and presentations more dynamic and customizable. (Unix Commerce)
The partnership means these creative features can tap into AWS’s AI infrastructure—including Amazon Bedrock—to let users choose from leading generative AI models and tailor outputs to brand needs. (Unix Commerce)
3. Marketing Performance & Advertising
First-Party Data & Audience Insights
Adobe and Amazon have been working on first-party data integrations that help advertisers discover and activate high-value audiences while maintaining privacy standards. (Adweek)
This helps advertisers:
- pinpoint ideal customers more accurately,
- measure campaign performance using deeper analytics,
- and create more effective, personalized advertising. (Adweek)
GenStudio Performance Marketing
Adobe’s GenStudio platform—which unifies planning, creation, management and analytics—is gaining expanded AI features that help generate and optimize video and display ads across platforms like Amazon Ads. (Adobe Newsroom)
These innovations mean marketing teams can:
- automate creative production at scale,
- reformat assets quickly for different placements,
- and boost advertising ROI with real-time, AI-powered personalization. (Adobe Newsroom)
4. What This Means for Businesses
For Small & Medium Businesses
The integration of AI assistants and conversational creative tools lowers the barrier to high-quality marketing content, especially for businesses without in-house design skills. (Unix Commerce)
This can help:
- quickly generate branded marketing materials,
- reduce costs for campaign production,
- and increase competitiveness in digital channels.
For Large Enterprises
Enterprises benefit from:
- scalable, secure cloud infrastructure via AWS,
- enterprise-grade data insights and personalization,
- and advanced marketing orchestration that aligns creative and customer data workflows.
This helps drive consistency and relevance across complex customer journeys. (Business Wire)
5. Broader Strategic Context
This expanded partnership builds on earlier Adobe–Amazon collaborations (e.g., CDP integration, AWS cloud availability for Adobe products) but places a stronger emphasis on AI-first workflows across creativity, marketing and customer engagement. (Adweek)
It also aligns with Adobe’s broader push to lead in generative AI and digital experiences—a key part of its strategy reflected in its recent earnings growth and AI-centric product roadmap. (The Verge)
In Summary
Adobe + Amazon/AWS collaboration aims to:
- make AI-powered creativity more accessible for all skill levels,
- integrate data and machine learning into core marketing workflows,
- help businesses deliver personalized, impactful customer experiences at scale,
- and combine creative tools with cloud infrastructure for better performance and reach. (Small Business Trends)
- Here are case studies and real-world examples of how the Adobe–Amazon (AWS) AI-powered creativity and marketing partnership is being used in practice — plus key industry comments from experts and practitioners.
1. Enterprise Adoption & Brand Case Studies
Major Global Brands Using Adobe Experience Platform (AEP) — Now on AWS
Adobe and AWS jointly made Adobe Experience Platform (AEP) available on AWS as part of their expanded AI and customer experience collaboration. Several large brands already rely on AEP, and this AWS integration will enable them to deliver real-time personalization at scale while unlocking deep insights across channels. (Adobe Newsroom)
Notable early adopters include:
- The Coca-Cola Company — uses customer and consumer data platforms (MDM/CDS) on AWS to unify consumer data globally and accelerate campaign launches, enabling rapid deployment and regional optimization. (Amazon Web Services, Inc.)
- Marriott International, Major League Baseball, Dick’s Sporting Goods, Panera Bread, Prudential Financial, Qualcomm and U.S. Bank — brands that leverage AEP for deep customer engagement, now set to benefit from full native AWS deployment. (Adobe Newsroom)
What this enables for these brands:
- Unified customer profiles updated in real time across channels (email, web, mobile, physical interactions) to tailor experiences dynamically. (Adobe Newsroom)
- AI-driven personalization and journey orchestration using Adobe Journey Optimizer powered by AWS scalability and security. (Adobe Newsroom)
- Content analytics and generative AI insights to optimize creative assets and audience response. (Adobe Newsroom)
2. Integration With Data & Machine Learning Workflows
Merkle + Adobe AEP + AWS BYOM Accelerator
A case study from AWS partner Merkle shows how Adobe AEP integrated with AWS services (like SageMaker and Amazon Bedrock) enables highly personalized marketing campaigns:
- Advanced audience segmentation using custom ML models.
- Automated email and content generation via generative AI based on real customer data.
- Real-time optimization and campaign activation through Adobe Journey Optimizer. (Amazon Web Services, Inc.)
Results & impact (example use case):
- Marketers were able to automate content creation for targeted emails.
- Personalized messaging improved open rates and engagement.
- Data-driven segmentation increased relevance and conversion for loyalty and retention campaigns. (Amazon Web Services, Inc.)
3. Technology-Level Case Study: Adobe’s Own AI Training With AWS
While not a third-party brand, Adobe’s own internal use of AWS to build its Firefly generative AI models is an important case study of how infrastructure partnerships accelerate capability delivery:
- Firefly models for image, video, and graphic generation were trained on AWS GPU-powered compute instances.
- Adobe scaled AI model training 20× faster than previously possible. (Amazon Web Services, Inc.)
- The resulting models are integrated into tools used by millions of creators globally (e.g., Photoshop, Illustrator, Express), directly impacting how marketing content is produced. (Amazon Web Services, Inc.)
This illustrates how Adobe leverages AWS to deliver enterprise-grade AI tools into the creative workflows of its customers — improving overall productivity and creative output.
4. Industry & Practitioner Comments
Brand & Marketer Perspectives
- A global marketer at Marriott expressed both optimism and caution about broad AI adoption: AI can greatly accelerate personalization and content production, but data governance and legacy tech debt remain practical barriers to effective implementation. (MI-3)
Expert/Industry Views
- Analysts note that the Adobe–AWS partnership is part of a broader industry trend where AI and cloud infrastructure coalesce to reshape customer engagement — particularly around real-time personalization and automation across marketing channels. (EMARKETER)
- Marketing leaders see AI agents and generative capabilities as enablers of creative scale and efficiency, yet also emphasize the need for human oversight and creative strategy to steer AI outputs effectively.
5. What These Case Studies Tell Us
Impact themes emerging from real use cases:
Personalization at scale
- Unified data and AI (via Adobe AEP on AWS) enables brands to tailor experiences across touchpoints in real time. (Adobe Newsroom)
Creative productivity
- Generative AI features (e.g., Firefly models) dramatically shorten creative workflows and expand asset volume without proportionate increases in cost or staff. (Amazon Web Services, Inc.)
Data-driven marketing
- Integration of custom ML models with AEP enables deeper insights and more precise audience segmentation. (Amazon Web Services, Inc.)
Infrastructure scalability
- AWS provides the performance, security, and global reach needed for enterprise adoption — reducing latency and complexity for global campaigns. (Adobe Newsroom)
In Summary
The Adobe–AWS partnership isn’t just a technology integration — it’s enabling enterprise brands to apply AI in creative production, personalization, campaign automation, and customer journey orchestration with measurable outcomes. Early implementations across Coca-Cola, Marriott, and other leading organizations highlight both the power and practical challenges of operationalizing AI at scale in marketing and creativity. (Adobe Newsroom)