In a move to strengthen customer engagement, Tesco has partnered with Adobe to expand the use of artificial intelligence in analysing customer data and improving marketing strategies.
The collaboration focuses on integrating Adobe’s AI capabilities with Tesco’s Clubcard loyalty programme, which covers over 24 million households in the UK. By combining AI with this large pool of first-party data, Tesco aims to better understand customer behaviour and deliver more relevant offers, recommendations, and shopping experiences across both digital and in-store channels.
The initiative is designed to enable real-time personalisation. Customer interactions, including purchase history and browsing patterns, will be continuously analysed to anticipate needs and improve engagement. Adobe engineers will work closely with Tesco’s internal AI and personalisation teams to develop and refine these systems.
A key goal of the partnership is to enhance customer engagement while also improving operational efficiency and driving revenue growth. Tesco expects that stronger personalisation will lead to higher conversion rates and reinforce its position in the UK grocery market, where it currently holds around 28% share.
The move is part of Tesco’s broader digital transformation strategy. This includes expanding services such as rapid delivery, online marketplaces, and retail media platforms. By using AI-driven insights, the company aims to build a more connected and intelligent retail ecosystem.
The partnership reflects a wider trend in the retail industry, where companies are shifting from traditional marketing methods to data-driven and highly personalised customer experiences using AI and first-party data.
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