Tesco agrees AI partnership with Adobe as it looks to be more responsive to shoppers' needs

Adobe and Tesco have announced an AI partnership that aims to improve the shopping experience for customers with personalised prompts that offer individual recommendations, ideas and deals.

This includes a Tesco x Adobe Innovation Lab which will see the latter’s engineers working alongside the former’s personalisation and AI teams.

With more than 24 million Clubcard households, Tesco has established one of the largest loyalty and reward schemes in UK retail, with millions of customers receiving offers, product recommendations and recipe ideas.

Through its partnership with Adobe, it aims to accelerate personal engagement and improve the service it offers customers. Using technology like Adobe’s agentic AI capabilities and Adobe Firefly Foundry, Tesco’s personalisation and AI teams will be able to use its customer intelligence responsibly to help it to better anticipate customers’ needs, in order to serve up personalised content, offers and experiences across its digital channels.

“We want customers to feel that the more they use their Clubcard, the more use it is to them. Working with Adobe, we can be even more responsive to the needs of shoppers. We can act in the moment, getting the right messages, savings or ideas to the right customers, just when they need them,” says Becky Brock, Tesco Group Customer Digital Transformation Director.

"Our focus is always on finding ways to surprise and delight our customers, and the partnership with Adobe gives us more ways to do that - using AI to benefit our customers with shopping experiences that are genuinely personalised, convenient and helpful.

“The combination of Tesco’s unmatched customer relationships and Adobe’s AI capabilities is a genuine step-change for modern retail personalisation. Few retailers anywhere 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,” says Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa,  Adobe.

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.