Adobe’s AI customer experience model arrives with RACQ deal

Adobe has used its Sydney summit to argue marketing is at an AI inflection point, with the company positioning orchestration, workflow and intelligence as the next major battleground for customer experience.

The comments came as Adobe announced a five-year partnership with RACQ and Deloitte Digital, giving the Queensland membership organisation early access to new Adobe AI capabilities under a "Lighthouse" model designed to test, govern and scale customer experience use cases.

RACQ has more than 1.7 million members across motoring, insurance, banking, batteries, solar and travel, and is looking to use Adobe’s agentic, generative and predictive AI capabilities to improve personalisation, content production and automation.

Speaking at the Sydney summit, Katrina Troughton, vice president and managing director of Adobe Australia and New Zealand, said creativity and marketing are being dramatically reshaped by AI.

"We're in one of those rare moments in history where the rules are genuinely being rewritten," Troughton said. 

“This is not just about AI creating lots more content, but it’s the systems, the workflows, the intelligence and the orchestration that make every piece of content do exactly what you need it to do.” 

David Harrys, chief member and growth officer at RACQ, said the Adobe partnership was designed to support the organisation’s broader member vision.

“Our purpose is to drive a better future for all Queenslanders, and that shapes every decision we make,” Harrys said.

“This partnership with Adobe and Deloitte Digital is about equipping our organisation with the tools and capabilities to execute on our vision: to be a trusted partner helping our members live and move safely, securely and sustainably.

“As our members navigate the convergence of mobility, energy, home and climate resilience, we want to be there for them in more relevant, connected ways.”

As part of the deal, RACQ will expand its use of Adobe tools across customer experience, creative production, advertising, workflow and real-time data.

Adobe and Deloitte Digital will also provide a governance and learning framework designed to help RACQ identify and activate high-value member experience use cases.

The model is built to give RACQ flexibility to adapt or expand its use of Adobe tools over time as new capabilities become available.

“RACQ’s journey highlights what’s achievable when organisations bring together data, content and AI to deliver more meaningful, connected experiences,” Troughton said.

“This next phase of our partnership is built on a strong foundation of trust and collaboration, and we’re excited to work alongside RACQ and Deloitte Digital to help scale innovation, deepen member engagement and deliver long-term value.”

Deloitte Digital will lead the implementation of Adobe solutions and support RACQ’s broader digital transformation.