Tesco is deepening its use of artificial intelligence through a new strategic partnership with Adobe, as the UK retailer moves to make customer communications, offers, and digital journeys more relevant across its channels.
The partnership, announced on Monday, is designed to help Tesco use AI and agentic AI capabilities to better interpret and anticipate customer needs. In practice, that means more personalised prompts, recommendations, ideas, and deals, built around the retailer’s existing customer data and loyalty infrastructure. The move is intended to support more personalised marketing and, in turn, help drive sales, while Adobe said the programme would focus on improving the shopping experience with more helpful and timely engagement.
A central part of the plan is Tesco’s Clubcard ecosystem. Adobe said Tesco now has more than 24 million Clubcard households, making it one of the largest loyalty schemes in UK retail. The retailer said it wants to use that scale more effectively, combining customer intelligence with AI tools to improve the relevance of content, offers, and experiences across digital touchpoints. The project will also include a Tesco x Adobe Innovation Lab, with Adobe engineers working directly alongside Tesco’s personalisation and AI teams to support experimentation and faster deployment.
Becky Brock, Tesco Group Customer Digital Transformation Director, said: “Working with Adobe, we can be even more responsive to the needs of shoppers.”
The announcement fits into Tesco’s broader push to become a more digital business. The supermarket group has been stepping up direct engagement with customers while building newer growth channels including rapid delivery through Whoosh, its online Marketplace platform, and retail media. Clubcard has been a key driver of market-share gains in recent years, and put Tesco’s share of the British grocery market at 28%.
Adobe’s release adds another layer to that strategy. Beyond analytics and personalisation, Adobe said it will support Tesco’s creative output with tools that can produce on-brand content at scale, giving internal teams a tighter link between customer insight, content production, and channel execution. That matters because retailers are increasingly treating personalisation as an operating model rather than a campaign add-on, joining together loyalty data, decisioning, and content supply into one system.
Tesco is due to report its preliminary 2025/26 results on Thursday 16 April 2026. The timing makes the partnership notable: it gives the retailer a fresh technology signal just as investors and industry peers assess how it intends to extend digital growth, sharpen loyalty, and keep customer relationships useful across stores, online, and the app.
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