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IBM Introduces Industry Solutions With Adobe for AI-Powered Experience Orchestration

Source Decision Insights Record Published April 21, 2026 Companies 1
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11th article in the last 90 days, one of 92 articles referencing IBM. Previous coverage: Eclipse Foundation launches Open VSX Managed Registry (Apr 2026).

Companies mentioned

Best suited for

Seniority
EVP / SVP / VP / AVP
Job function
Chief Marketing Officer
Buyer role
Decision Maker / Budget Holder
Decision stage
Which to buy
Adoption curve
Early Majority
Technology maturity
Market Correction
Industry
Information Technology / Software & Services / IT Services / Cloud Services

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IBM and Adobe outlined findings from new IBM Institute for Business Value research that links slower response to customer demands with operating waste, and they described expanded collaboration focused on coordinating customer insight with delivery. The update centers on how orchestration can connect data, decision-making, and delivery so organizations act within customer moments.

According to the research, companies lose an average of $29 million annually because they cannot react quickly enough to customer demands, and three-quarters of surveyed executives said their companies are too slow to respond to changing customer needs. The findings also say 88% of executives expect customers to anticipate needs before they are expressed.

The collaboration ties together Adobe Customer Experience Orchestration capabilities and IBM orchestration tools, including Adobe Real-Time CDP, Adobe Experience Platform Agent Orchestrator, and IBM watsonx Orchestrate, along with responsible governance. IBM Consulting and Adobe said the approach is intended to help companies identify customer intent quickly and act before the moment passes.

IBM Consulting and Adobe described work that includes new industry-specific consulting strategies in collaboration with Adobe, starting with airlines and healthcare, powered by AI-driven experience orchestration. The companies also cited IBM work with Riyadh Air on AI-guided customer support using watsonx, and they attributed a healthcare view to Eric Martinez of The Cigna Group and a travel view to Marvin James Burton of Riyadh Air.

“Patients deserve a connected experience. Whether they're engaging with an insurer, a doctor, or a neighborhood clinic, their information should move with them, so they're supported by the system, not forced to be the only thread tying it together.” said Eric Martinez, Chief Business Marketing Officer at The Cigna Group. “There is a massive delta between what customers can do and expect in their day-to-day life, and what aviation and travel companies are able to deliver. Either they can't, or their mindset holds them back.” said Marvin James Burton, Director of Digital Experiences at Riyadh Air.

Press release, provided by Cision on behalf of IBM. Read the original.

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