Adobe signs five-year RACQ AI partnership with Deloitte

Adobe has signed a five-year strategic partnership with RACQ and Deloitte Digital, introducing a 'Lighthouse' model for RACQ in Asia Pacific and Japan.

The agreement is intended to support the Queensland membership organisation's member experience work across its motoring, insurance, banking, batteries, solar and travel operations.

RACQ has more than 1.7 million members, making the deal notable for Adobe as it expands its work with large consumer-facing organisations in the region. Deloitte Digital will lead the implementation of Adobe's products under the wider arrangement.

The Lighthouse structure is designed to give RACQ a flexible commercial model and early access to new artificial intelligence tools from Adobe. The companies described it as Adobe's first arrangement of its kind in Asia Pacific and Japan.

Under the deal, RACQ will expand its use of Adobe software across customer experience, marketing and creative work. Products named in the agreement include Adobe Experience Platform Agent Orchestrator, Adobe Real-Time CDP Collaboration, Adobe Experience Manager and Adobe Workfront.

RACQ will also use Adobe Advertising, Adobe Acrobat Studio, Adobe Firefly Creative Production for Enterprise and Adobe Creative Cloud for Enterprise. Those tools are intended to help manage member data, content workflows, advertising planning and document production.

Member focus

The partnership centres on personalisation, content production and automation across customer journeys. Adobe and Deloitte Digital will also provide a governance and learning framework to help RACQ identify and roll out use cases tied to member value.

David Harrys, chief member and growth officer at RACQ, linked the agreement to broader changes affecting the organisation's customer base.

"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."

The deal builds on an existing relationship between RACQ and Adobe. The companies said that earlier work had already changed parts of RACQ's marketing and member engagement activity.

Tim Cochrane, general manager of marketing, membership and digital at RACQ, said that work helped shape the decision to expand the partnership.

"The progress we've made with Adobe has given us real confidence in what's possible," Cochrane said.

"We've seen genuine improvements in how we engage with members - moving faster, personalising more effectively and unlocking opportunities we simply couldn't before. This expanded partnership is the natural next step, giving us the technology and support to keep building on that momentum and deliver even more value for our members across every stage of their journey with RACQ."

Regional model

For Adobe, the arrangement gives a prominent regional customer access to newer AI products through a structured long-term model. It also links product adoption to governance and services support rather than a single software deployment.

RACQ's programme will draw on agentic, generative and predictive AI, according to Adobe. Those systems are expected to be used for real-time personalisation and automated processes across member interactions.

Katrina Troughton, vice president and managing director at Adobe Australia and New Zealand, said the agreement extends an established collaboration.

"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."

Implementation role

Deloitte Digital will lead the end-to-end implementation of Adobe's products and support RACQ's broader digital transformation work, placing the consulting firm at the centre of how the systems are introduced across the organisation.

Christie Percival, partner at Deloitte Digital, said the focus would extend beyond technology deployment to customer engagement and operations.

"By combining Deloitte Digital's transformation and delivery expertise with Adobe's solutions, we are helping RACQ translate its strategic ambition into tangible results," Percival said.

"This partnership focuses on shaping the future of customer engagement, designing for both human and agentic member experiences, and enabling RACQ to deliver seamless experiences with modernised operations."