Tesco plugs 24 million Clubcard households into Adobe AI
Tesco has signed a partnership with Adobe to layer AI targeting on top of its Clubcard loyalty programme, which covers more than 24 million UK households. The stated goal is more precise marketing across Tesco’s website, mobile app, and outbound communications.
What the partnership actually does
The system ties Clubcard purchase history to Adobe’s AI stack. Agentic AI and Adobe Firefly handle content generation, including images and copy, and automate decisions on what to show each customer and when. The companies say content and offers adjust in near real time as shopping behaviour changes.
Tesco’s group customer digital transformation director Becky Brock described the aim as delivering messages, savings, and ideas to customers at relevant moments. Adobe’s UK, Ireland, Middle East, and Africa VP Nathan Hancock framed it as combining first-party data with AI to support engagement across channels.
The co-development angle
This is not a straight vendor deal. Adobe engineers will sit alongside Tesco’s personalisation and AI teams inside a structure called the Tesco x Adobe Innovation Lab, building and testing applications directly on customer data.
Tesco is running several parallel AI bets. A separate three-year agreement with AI firm Mistral covers internal workflows, data analysis, and content generation, also with a joint lab structure. An AI assistant being trialled inside the Tesco mobile app covers meal planning and basket building, currently live with around 280,000 employees ahead of a wider rollout.
The numbers behind this
Tesco holds a 28% share of the UK grocery market. Group sales for the 13 weeks to May 2025 came in at £16.4 billion, with like-for-like growth of 4.6%. The retailer also plans to open more than 70 new convenience stores across the UK, including former Amazon Fresh sites.
For operators watching retail media and first-party data strategies, this is a clear signal: loyalty programmes with real transaction depth are becoming the engine for AI-driven ad targeting, not just discounts. Sainsbury’s has Nectar, Morrisons has More, and now Tesco is systematically building infrastructure to monetise Clubcard data well beyond a points scheme.
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