Singapore – Cognizant has expanded its global strategic collaboration with Adobe to support enterprises in scaling content creation and CX delivery through generative AI.
The enhanced partnership builds on the companies’ long-standing relationship, combining Adobe’s AI-powered creative and experience platforms with Cognizant’s AI Builder approach, industry knowledge and managed services to address rising content volumes, governance requirements and cost pressures, particularly in regulated and high-growth sectors.
Demand for content continues to increase rapidly, while traditional creative and marketing models struggle to keep pace. Research by Adobe involving 1,600 marketers worldwide found that 96% experienced a doubling of content needs over the past two years, with 71% expecting demand to grow more than fivefold by 2027.
Enterprises are managing expanding portfolios of assets, channels and personalised experiences under tighter budgetary, regulatory and brand constraints. The growing use of generative AI is accelerating this shift, prompting organisations to reassess the entire content lifecycle, from ideation and production to compliance, localisation and personalisation at scale.
“This expanded collaboration with Adobe allows us to co-create and operationalise AI-powered content and experience solutions that are built for each client’s reality, turning the potential of AI into measurable value across industries,” Ben Wiener, global head of Cognizant Moment, stated.
“The promise of AI is only realised when it is purpose-built for business outcomes. As AI builders, Cognizant brings together industry context, engineering depth, and enterprise-grade platforms to create responsible solutions that move from experimentation to execution at scale.”
The expanded collaboration is structured around a joint go-to-market and delivery model aimed at helping organisations move from pilot initiatives to scaled AI-driven content operations.
Cognizant will work with Adobe to embed generative AI into creative workflows, integrate brand and compliance controls by design, and support the transition from experimentation to production using scalable services. This will include the use of Adobe Firefly Services, Firefly Custom Models, Firefly Design Intelligence, the Substance 3D portfolio, workflow automation and Frame.io, with Adobe Professional Services collaborating closely to accelerate innovation and deployment.
“As AI reshapes customer expectations, Adobe is helping brands stand out with exceptional, personalised experiences, powered by an AI-driven content supply chain,” Stephen Frieder, chief revenue officer of enterprise at Adobe, commented.
“Cognizant’s deep industry expertise and ability to operationalise complex transformations make them a natural strategic partner as we help organisations seamlessly orchestrate and scale content production workflows while maintaining quality and control.”
The partnership is underpinned by an end-to-end operating model that combines platform integration, AI model customisation, workflow automation and ongoing operational support. This approach is intended to help enterprises shift from fragmented creative execution to governed, scalable content operations, reducing time to value, lowering production costs and supporting enterprise-grade oversight across global teams.
Initial efforts will focus on industries such as healthcare and life sciences, financial services, retail and consumer goods, where content scale, regulatory complexity and speed to market are critical. The collaboration reflects a shared objective to help enterprises turn generative AI from isolated experimentation into a durable driver of efficiency, growth and customer relevance.
