Tesco partners with Adobe on AI-driven personalised marketing
Tesco, Britain's largest grocery retailer, is partnering with Adobe to deepen its use of artificial intelligence for customer analysis and personalised marketing. The partnership, announced Monday, will combine Adobe's software with data from Tesco's Clubcard loyalty scheme, which covers more than 24 million UK households.
Becky Brock, Tesco's group customer digital transformation director, said the collaboration will help the grocer "be even more responsive to the needs of shoppers" by better anticipating customer needs and improving the relevance of offers across its channels.
Clubcard data at the centre of the strategy
Tesco's Clubcard scheme already provides some personalised offers and product recommendations to members. The new partnership will expand this capability using AI to analyse customer behaviour at scale.
Adobe engineers will work directly with Tesco's personalisation and AI teams on the project. The grocer holds a 28% share of Britain's grocery market.
Part of a broader digital push
The partnership fits within Tesco's wider strategy to increase digital engagement and develop new revenue streams. The retailer has been investing in rapid delivery services, its online marketplace, and retail media advertising.
Retailers across the sector are turning to AI to drive sales growth and reduce costs through more targeted customer experiences. For AI for Marketing professionals, this reflects a shift toward data-driven personalisation as a core competitive advantage.
Marketing managers implementing similar strategies may find value in understanding how to structure AI initiatives for customer engagement and campaign optimization.
Tesco is scheduled to publish its annual results on Thursday.
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