Case Study: Sky UK personalizes experiences for 22.5 million customers with Adobe Target

Sky UK transforms customer experiences with the help of artificial intelligence through Adobe Sensei

Sky, a leading UK telecommunications and digital entertainment company serving 22.5 million customers, faced the challenge of humanizing and personalizing interactions across digital and in-person channels while anticipating customer needs. To tackle this, Sky deployed Adobe Experience Cloud—using Adobe Analytics, Adobe Audience Manager, Adobe Target and Adobe Sensei—to unify real-time customer data and enable cross-channel personalization.

Adobe Target (with features powered by Adobe Sensei) delivered Automated Personalization and Sky used Segment Compare in Adobe Analytics to build hyper-focused segments, surface tailored recommendations, and route customers to the best call‑center agents. As a result, Sky now personalizes experiences for 22.5 million customers, delivers more relevant recommendations and more natural, efficient service interactions, and has strengthened customer relationships across channels.

Sky

Robert McLaughlin

Head of Digital Analytics