TCS and Infosys Harness Adobe’s AI Platform to Revolutionize Digital Commerce

Overview

In a strategic move that signals a transformative shift in the digital marketing landscape, two of India’s largest IT services firms, TCS and Infosys, have joined forces with Adobe’s agentic AI platform. Traditionally recognized for its creative software suite, Adobe is now extending its legacy into the realm of generative AI, enhancing its value proposition to major tech outsourcers worldwide.

In recent developments, both companies are leveraging Adobe’s cutting-edge automation tools to broaden their portfolio of AI-driven solutions. This collaboration is designed to help enterprises not only streamline marketing operations but also provide engaging, real-time digital commerce experiences. The partnership underscores the growing importance of ethical AI and the need to secure enterprises against potential operational and legal risks.

Market Valuation Insights

Although TCS and Infosys boast impressive annual revenues, their market valuations highlight a striking discrepancy compared to Adobe’s. Adobe, with a market capitalization of $169 billion, continues to command high margins and patents that reflect its leadership in the creative software domain. In contrast, while TCS and Infosys generate robust revenues—from digital commerce and marketing deals—their lower-margin, cost arbitrage business models see them valued at $154 billion and $76 billion, respectively. This disparity emphasizes how intellectual property and high-margin innovations drive investor confidence.

Boosting AI in Marketing and Digital Commerce

Both TCS and Infosys are harnessing Adobe’s AI advancements to enhance their offerings in the marketing, media, and communications sectors.

TCS's Approach

Ramachandran Srinivasan, a go-to-market partner and senior consultant at TCS, explained that integrating Adobe’s creative and marketing cloud platforms has become central to their strategy. By embedding agentic AI into their service suite, TCS is enabling clients to visualize product placements and experience dynamic, on-location digital commerce. These innovations are not only improving marketing efficiency but are also paving the way for future growth in AI-driven services.

Infosys's Strategy

At Infosys, Balaji Sampath, vice-president and segment head of marketing, highlighted how Adobe’s services are fundamental in driving revenue from digital commerce and integrated marketing schemes. Infosys's Aster suite, which combines Adobe’s complete range of offerings with industry-specific solutions, is designed to help enterprises deliver immersive brand experiences. More than 70% of enterprises have already adopted AI in marketing, with over half realizing tangible business benefits, according to company research.

Both firms have noted that Adobe’s cloud products, featuring its full-stack agentic AI platform, contribute between $500 million and $1 billion in annual revenue. Recent quarterly financials reveal that TCS and Infosys have generated significant earnings through their communications verticals, with figures reaching up to $1.7 billion over the past fiscal year.

Generative AI: The Path Ahead

The integration of generative AI marks an exciting, albeit challenging, frontier for India's IT services market. Despite enthusiasm for the technology, broader geopolitical tensions and inflation concerns have constrained discretionary spending on large-scale technology transformation deals.

Executives from both TCS and Infosys emphasize the importance of a gradual, trust-based revenue model that promises long-term value over immediate gains. Adobe’s commitment to ethical AI—ensuring legal safety nets for enterprises—has resonated well with clients, reinforcing the belief that responsible innovation drives sustainable growth.

Senior analyst Kumar Rakesh from BNP Paribas encapsulated the cautious optimism prevalent in the industry, noting that while immediate market share gains in generative AI may remain limited, the strategic utilization of these technologies today sets the foundation for future success. He predicted that early indications of significant deal wins might materialize within the next 18 months, with a marked industry impact in the coming fiscal years.

Conclusion

The collaboration between TCS, Infosys, and Adobe marks a significant step in blending traditional IT services with next-generation AI-driven marketing solutions. By integrating Adobe’s agentic AI into their strategies, both companies are not only enhancing their current digital commerce capabilities but are also preparing for the evolving demands of a rapidly transforming tech landscape. As enterprises seek more ethical and efficient AI implementations, this alliance stands as a testament to the power of innovation and strategic partnership in driving long-term industry growth.