Maruti Suzuki partners with Adobe to modernise NEXA and ARENA websites, unify customer data and explore AI-powered personalisation
Maruti Suzuki has partnered with Adobe to revamp its digital platforms and connect customer data, content and online journeys across marketing, sales and after-sales services.
The collaboration includes upgrades to the automaker’s brand websites, the integration of existing technology systems and the use of customer data to personalise interactions throughout vehicle ownership.
Maruti Suzuki has modernised several websites using Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services. Its NEXA and ARENA platforms now feature page loading times of less than a second and 3D showrooms.
The company has also adopted Adobe Experience Platform to consolidate customer profiles in real time. This is expected to help coordinate advertising and other campaigns, loyalty programmes and service-related interactions across its businesses.
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Integrating legacy systems while maintaining consistent data across platforms was among the challenges involved in revamping the websites The company said Adobe demonstrated its technology through a live proof of concept before the partnership was implemented
“One of the biggest challenges during Maruti Suzuki’s website revamp was integrating multiple legacy systems. We had to ensure data consistency and smooth connectivity across platforms while delivering a modern, intuitive interface. Adobe’s live “See-to-Believe” proof of concept was a game changer. It allowed us to experience the platform’s capabilities in real time, demonstrating how their solutions could handle complex integrations and deliver personalized experience at scale. Adobe’s consultative approach, involving global experts, showcased strong commitment for us and assured us that they were the right partner to deliver a seamless, future-ready digital experience.”, said Mr Shobhit Mittal, Executive Vice President, Digital Enterprise at Maruti Suzuki.
The automaker is also exploring AI-based tools to personalise customer interactions. Its plans include using real-time journey orchestration, next-best-action triggers and content supply chain optimisation.
Maruti Suzuki is evaluating Adobe Brand Visibility, previously known as Adobe LLM Optimizer, Adobe Brand Concierge and AI agents. The company said these technologies could support personalisation and improve internal efficiency.
“This collaboration has enabled us to respond to the market shifts very effectively, innovate faster and create a meaningful experience that strengthens our leadership in the quickly evolving digital landscape, so we can deliver superior products with high value while shaping the future of the automotive ecosystem,” says Mr Sunil Kakkar, Director of Corporate Planning and Executive Committee Member at Maruti Suzuki.
Dr Tapan Sahoo, Senior Executive Officer of Digital Enterprise at Maruti Suzuki, said: “Transformation is about people coming together with a shared vision, collaborating across teams and co-creating value for customers,” He added, “That is what our partnership with Adobe enables us to do.”
Adobe Professional Services, including Adobe Ultimate Success, has also supported the implementation, with a focus on governance and scaling the digital platforms.
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First Published on October 21, 2026, 17:41:02 IST
