Microsoft and Adobe Announce Generative AI Partnership for Marketers

Tech giants Adobe and Microsoft have announced a new partnership to integrate their insight-generating platforms and enable marketers to access marketing data and workflows efficiently.

Thanks to a new partnership between Microsoft and Adobe, marketers can look forward to a more efficient workflow and simplified insights access across multiple platforms. The deal brings seamless integration between Adobe Experience Cloud apps and Microsoft’s Dynamics 365.

The Adobe Experience Cloud is a suite of applications that allows stakeholders to generate and analyze insights and connect with third-party data warehouses. On the other hand, Microsoft Dynamics 365 is a bundle of apps used in various disciplines covering customer service, sales, and finance.

Centralizing data will positively affect marketers’ productivity, as Microsoft’s recent survey revealed that 43% of these professionals find it disruptive, not to mention time-consuming, to switch between different platforms to generate and study insights for their next report.

Thanks to this new tech partnership, marketers can combine the statistical data generated and managed by Adobe’s Experience Cloud apps with the analytical tools provided by Dynamics 365 to create customized contextual reports and workflows using the new Copilot AI assistant.

Adobe's senior vice president, Amit Ahuja, revealed that the new integration will create a “unique” scenario where marketers can finally “stream[line] daily tasks across planning, collaboration, create, and campaign execution.”

On the other hand, Microsoft’s corporate vice president for AI at work, Jared Spataro, said that helping marketers improve customer interactions and build advertising campaigns is a common goal between his company and Adobe; thus, the partnership was born.

Microsoft and Adobe are also signatories to the Business Software Alliance, a consortium established by tech companies to combat the use of pirated versions of their products.