Cognizant has expanded its strategic collaboration with Adobe to help businesses transform the way they create, manage and scale content and customer experiences using generative AI, driving a new era of enterprise creativity. This collaboration builds on the companies’ long-standing relationship and combines Adobe’s AI-powered creative and experience platforms with Cognizant’s AI Builder approach, industry expertise and managed services capabilities to address rising content demand, brand management and cost pressures in regulated and high-growth industries, where creativity has become a key strategic asset.
Businesses are currently facing exponential growth in their content needs, and traditional creative and marketing operations cannot cope. In a global survey of 1,600 marketers, Adobe found that nearly all respondents (96%) said demand for content has doubled over the past two years, and the majority (71%) expect this demand to increase fivefold by 2027, requiring new models of scalable creativity.
Transforming creativity
Teams manage increasing volumes of assets, channels and experience variations under increasing pressure in terms of costs, brand image, regulation and creative standards. Generative AI is accelerating this shift, forcing organizations to rethink the end-to-end content supply chain – from ideation and production to regulatory compliance, localization and large-scale personalization, integrating creativity into every phase of the process. According to Adobe, the transformation of AI-based content creation and production has the potential to offer large companies a net return on investment (ROI) of 7.1 times on average over a three-year period, especially when creativity is strategically integrated into the operating model.
“The promise of AI is only realized when it is specifically designed to drive business outcomes and empower purposeful creativity. As AI developers, at Cognizant we combine industry knowledge, high-level engineering and business platforms to create responsible solutions that move from experimentation to large-scale execution,” said Ben Wiener, global director of Cognizant Moment. “This expansion of our collaboration with Adobe allows us to create and operate AI-based content and experience solutions, tailored to each client’s reality, turning the potential of AI and creativity into measurable value across industries.”
The collaboration between Cognizant and Adobe is designed around a joint marketing and delivery model that enables companies to operationalize AI-powered content at scale, without sacrificing creativity or brand consistency. This model builds on previous collaborations, including new agent AI projects announced by Adobe, which enable seamless execution of workflows between agents, as well as customization across sectors and use cases, strengthening creativity applied to each context.
Generative AI in workflows and creativity
Cognizant will work with Adobe, through coordinated teams, to integrate generative AI directly into clients’ creative workflows, empower creativity from design, integrate brand controls and compliance from the start, and facilitate a clear path from pilot to production through scalable, results-oriented services.
This approach will be supported by Adobe Firefly Services, Firefly Custom Models, Firefly Design Intelligence, the Substance 3D collection, automation and workflow management solutions and Frame.io, tools that allow you to expand creativity with efficiency and control. Additionally, Adobe Professional Services will collaborate closely with Cognizant, including a cutting-edge engineering team, to drive innovation of jointly developed products and accelerate their time to market, reinforcing a culture of shared technological creativity.
“As AI redefines customer expectations, Adobe helps brands differentiate themselves through exceptional, personalized experiences, powered by an AI-powered content supply chain and strategic creativity,” said Stephen Frieder, Enterprise CRO at Adobe. “Cognizant’s deep industry expertise and ability to implement complex transformations make it a natural strategic partner to help organizations seamlessly orchestrate and scale content production pipelines while maintaining quality, control and creativity.”
AI Model Customization
This collaboration is based on a continuous and comprehensive operating model that helps companies move beyond pilots towards a sustained transformation, combining platform integration, customization of AI models, workflow automation and continuous operations, always with creativity at the center. This approach facilitates the transition from fragmented creative executions to intelligent, scalable and managed content operations, designed to reduce time to value, lower production costs and reinforce high-level corporate governance across global marketing and creative teams.
This approach eases the transition from fragmented creative executions to intelligent, scalable and managed content operations.
Thanks to this collaboration, companies will be able to address key use cases such as large-scale campaign production, compatible communications in regulated sectors, product visualization based on 3D digital twins and creation of personalized customer experiences, integrating creativity, data and artificial intelligence. Cognizant’s Experience Strategy Suite integrates user-centric AI throughout the design process and incorporates secure generative AI with Adobe Firefly to accelerate ideation, design and content creation, empowering creativity without compromising security. This will allow teams to scale efficiently while maintaining brand integrity, regulatory compliance and creative quality.
AI-powered experience
Based on Cognizant benchmarking and benchmarking across initial deployments and use cases by industry, companies that adopt AI-based content and experience operating models see 30% to 70% improvements in ideation and conceptualization—key stages of creativity—70% to 80% increases in large-scale asset production, and significantly faster campaign launches, while reducing production costs and improving brand consistency across markets and channels. Cognizant’s ROI models for large enterprises indicate that these improvements can generate returns over several years, with results showing a potential of more than seven times the initial investment, especially when creativity is managed as a strategic capability.
In a first phase, the collaboration will prioritize sectors such as healthcare and life sciences, financial services, retail and consumer goods – where the scale of content, regulatory requirements and speed to market are critical competitive factors – with plans to later expand its global reach to other sectors. The collaboration between Cognizant and Adobe reflects a shared commitment to helping businesses reimagine the way creativity, technology and AI converge, turning generative AI and augmented creativity into a strong, long-lasting driver of growth, efficiency and customer relevance.
