09:11 AM EDT, 04/21/2026 (MT Newswires) -- International Business Machines (IBM) said Tuesday that companies lose an average of $29 million annually because they are too slow to respond to changing customer expectations, citing new research conducted with Adobe (ADBE).

The study by the IBM Institute for Business Value found that about 75% of executives believe their organizations cannot adapt quickly enough to customer needs, while 88% said customers expect brands to anticipate their needs before they are expressed, IBM said.

IBM and Adobe said they are expanding their collaboration to help companies improve customer experiences by combining Adobe's real-time customer data capabilities with IBM's artificial intelligence orchestration software and consulting expertise.

The companies are initially targeting industries including airlines and healthcare, where fragmented customer interactions remain common, they said.