Together, we're pairing Adobe's Customer Experience Orchestration capabilities, like Adobe Real-Time CDP, with IBM's agentic AI expertise, orchestration tools like Adobe Experience Platform Agent Orchestrator and IBM watsonx Orchestrate, and responsible governance to help companies identify customer intent quickly and act before the moment passes.

The research shows the impact for companies that get it right:

Organizations that successfully decode intent report 13% lower customer acquisition costs, a 4-point advantage in customer satisfaction scores, and 6% higher retention rates.
Those that pair AI fueled‑ responsiveness with clear governance report 12% higher marketing ROI and a 38% lift in customer lifetime value.
The IBV analysis found that organizations that spend more time to detect and act on customer signals saw their marketing ROI drop by 30-40 percentage points, while excessive delay drives an annual average of $29 million in operating waste.
When organizations unify data, automate decisions, and set responsible AI guardrails, orchestration delivers the connective tissue that aligns every touchpoint. The findings are clear: loyalty isn't won by AI alone, but by the experiences AI makes possible.

Real World Impact Across Industries

Across industries, the challenge isn't delivering individual interactions - it's ensuring every interaction works together. Orchestration bridges operational silos, aligns teams and systems, and creates a consistent experience that reflects real-time customer context.

IBM is introducing new industry specific consulting strategies in collaboration with Adobe - starting with airlines and healthcare - powered by AI-driven experience orchestration. These strategies help organizations understand and act on customer intent with greater speed, precision and consistency.

IBM's work with Riyadh Air offered early proving ground for AI‑guided customer support, showing how an agentic concierge built on watsonx can assist staff in real time. Those learnings, combined with IBM and Adobe's broader experience in AI-driven experience design, helped shape these new industry solutions.

Adobe and IBM help airlines bring together traveler context, anticipate needs with predictive personalization, and build AI ‑ driven commerce ecosystems that work across digital, physical and operational touchpoints. This creates a more responsive, connected travel experience.

In healthcare, interactions are often slowed by administrative hurdles: repetition, paperwork and delays that frustrate patients and add cost. The healthcare consulting paradigm from Adobe and IBM helps organizations act more intentionally, connect identity and context across channels, and streamline workflows so members stop running into the same barriers.