UK supermarket chain Tesco plans to use Adobe AI and agentic AI capabilities to interpret and anticipate customers’ needs for a more personalised shopping experience.

The Tesco x Adobe Innovation Lab will see Adobe engineers work alongside Tesco’s tech team to support experimentation and innovation in AI-driven personalisation.

Adobe will support Tesco’s creative output with technology that rapidly produces on-brand content at scale.

The AI partnership aims to improve the shopping experience for customers with helpful, personalised prompts that offer individual recommendations, ideas and deals.

With more than 24 million households using Tesco’s Clubcard loyalty scheme, the retailer has established one of the largest loyalty and reward schemes in UK retail, with millions of customers receiving personalised and timely offers, product recommendations and recipe ideas.

Through its partnership with Adobe, using its AI and creative technologies, Tesco aims to accelerate personal engagement and improve the service it offers customers. Using technology such as Adobe’s agentic AI capabilities and Firefly Foundry, Tesco’s personalisation and AI teams will be able to use its customer intelligence to help it anticipate customers’ needs to serve personalised content, offers and experiences across its digital channels.

“At Tesco, we want customers to feel that the more they use their Clubcard, the more use it is to them,” said Becky Brock, Tesco (www.tescoplc.com) group customer digital transformation director. “Working with Adobe, we can be even more responsive to the needs of shoppers. We can act in the moment, getting the right messages, savings or ideas to the right customers, just when they need them. Our focus is always on finding ways to surprise and delight our customers, and the partnership with Adobe gives us more ways to do that using AI to benefit our customers with shopping experiences that are genuinely personalised, convenient and helpful.”

Nathan Hancock, vice president at Adobe (www.adobe.com), added: “The combination of Tesco’s unmatched customer relationships and Adobe’s AI capabilities is a genuine step-change for modern retail personalisation. Few retailers anywhere in the world have built the depth of trust and knowledge that Tesco has, and together we can connect that foundation with AI that delivers smarter journeys and more personal customer experiences at an unprecedented scale.”

The Tesco x Adobe Innovation Lab, a co-innovation model, will bring together Tesco’s in-house technology and expertise with Adobe’s capabilities in AI. Adobe engineers will work directly alongside Tesco personalisation and AI teams, bringing together retail customer, technology and AI expertise and customer experience technology.