Tesco has signed a deal with software giant Adobe to “accelerate personal engagement” with the supermarket’s shoppers.

The new deal is focused on personalising the content and offers that Tesco is able to serve up to its Clubcard members, as well as “better anticipating” customer needs along the shopping journey. 

As part of the deal, the two companies are launching a new innovation lab, described as a “co-innovation model”, which will see Adobe engineers working directly alongside Tesco personalisation and AI teams.

“At Tesco, 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 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,” she added.

“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,” Brock said.

The announcement follows on from Tesco launching a trial of an AI assistant in its app, designed to help customers plan recipes. 

Tesco said it would be trialling the new in-app AI assistant with 280,000 of its store staff first, before being rolled out more widely to customers later in 2026. 

 

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