• by Laurie Sullivan  @lauriesullivan, March 18, 2025

Adobe’s latest collaboration with Amazon Web Services (AWS) creates new customer experiences by combining innovations from both companies.

The announcement, made Tuesday at the Adobe Summit in Las Vegas, builds on Adobe Experience Platform's (AEP) availability on AWS and supports integrations with AWS's generative AI (GAI) services, Amazon Connect, and Amazon Ads. And it combines Adobe's expertise in customer experience with AWS's advanced cloud services.

The companies will support highlighted experience in first-party data and privacy, customization of content, artificial intelligence (AI), and more. The offerings will enable organizations to create better customer interactions and benefit from AWS's enterprise-grade security and global infrastructure.

Sundeep Parsa, vice president, Adobe Experience Cloud, called the growing digital economy an environment where marketers will create much more sophisticated engagements through personalized content to drive customer loyalty.

Adobe and Amazon, through this extended partnership, will create new integrations and services across their portfolios of products and bring to market offerings that drive innovation for customer experiences and ad campaigns.

The two companies have a longstanding partnership, working together to integrate solutions. Today’s news brings together Adobe’s enterprise applications for data analysis and content creation, with AWS’s advanced generative AI services and secure global infrastructure. 

AI is the anchor for the “Amazon Q in Connect and Adobe AEP AI Assistant” update, which is focused on accessing data insights -- to drive personalization.

However, one of the values of this collaboration -- and running Adobe solutions on AWS -- is that customers can easily combine Adobe solutions such as Adobe Experience Platform with AWS’s advanced generative AI services.

To use the combined offering, the company or brand must be a client of both Adobe and Amazon, for example, for AEP and Amazon Connect update. In some instances, like the Amazon Ads and Creative Cloud update, this is focused on creating content for Amazon’s advertising channels.

The services are integrated solutions, so there is not an additional interface. They will work within existing solutions that customers have, such as Adobe Real-Time Customer Data Platform.

The companies will integrate AEP with Amazon Connect to gain complete visibility into the customer journey while protecting customer privacy. This will help to support personalized customer experiences across channels by combining AEP's customer profiles with Amazon Connect's customer care insights.

Amazon Q in Connect and Adobe's AEP AI Assistant, alongside AI Agents, will enable businesses to run tailored experiences based on unified customer data giving teams access to consistent customer information.

Adobe Real-Time CDP Collaboration, built on AEP, is a new offering that provides a secure environment for advertisers and publishers to jointly discover, activate and measure high-value audiences through first-party data.

Marketers will have an option to combine customer data in Real-Time CDP Collaboration with performance insights from Amazon Ads in Amazon Marketing Cloud to measure segment performance and drive better return on ad spend.