Tesco wants to create individual recommendations, ideas and deals for customers on its Clubcard loyalty scheme, based on the supermarket’s customer data.

The partnership will use Adobe’s agentic AI capabilities and Adobe Firefly Foundry, which offers businesses generative AI models tailored to them.

As part of a new joint innovation lab, Adobe engineers will work alongside Tesco’s personalisation and AI teams to experiment with AI-based personalisation.

Tesco said the partnership will help it better anticipate customers’ needs on digital channels.

Becky Brock, Tesco group customer digital transformation director, said: "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."

Tesco outlined an updated strategy in its preliminary financial results on 16^th April, with greater customer personalisation part of its new approach.

The retailer is also trialling an AI assistant within its Tesco app. The tool, being tested by the company’s employees, will offer users assistance with meal planning.