Tesco and Adobe have today announced a strategic AI partnership to improve shopping experiences for its 24million Clubcard members, offering personalised prompts and individual recommendations and deals.

This will see Tesco using Adobe’s AI and creative technologies to accelerate personal engagement and use customer intelligence to anticipate shoppers’ needs.

“We want customers to feel that the more they use their Clubcard, the more use it is to them,” said Becky Brock, Tesco Group Customer Digital Transformation Director.

“Working with Adobe, we can be even more responsive [and] can act in the moment, getting the right messages, savings or ideas to the right customers, just when they need them.”

Aiming to make Tesco’s Clubcard offers feel even more relevant, whether shoppers engage in store, online or on the app, Brock said it would use AI to “benefit customers with shopping experiences that are genuinely personalised, convenient and helpful.”

Nathan Hancock, VP & MD, UK&I, Middle East and Africa at  Adobe, said that the move was a “genuine step-change for modern retail personalisation.”

“Few retailers in the world have built the depth of trust and knowledge that Tesco has – and together, we can connect that foundation with AI-powered solutions that deliver smarter journeys and more personal customer experiences at an unprecedented scale.”

The partnership will also see the launch of a new co-innovation model, the Tesco x Adobe Innovation Lab. This aims to bring together Tesco’s in-house tech expertise with Adobe’s AI capabilities, with Adobe engineers working directly alongside Tesco personalisation and AI teams.