Accenture has broadened its deal with digital experience tech provider Sitecore, a move that may worry Adobe.

Both providers have a long history of working with the consulting giant and that will continue, given the stack of legacy projects. But strengthening ties with Sitecore across content, experience, and commerce could be interpreted as a hedge if not a strategic shift.

Accenture Song North American lead, Bob Markham, said 95 per cent of business globally are struggling to keep up with shifting consumer demand. As a result, “they are fundamentally rethinking” the products and services they sell, “how they operate and how their interact with customers,” per Markham. “Our strategic partnership with Sitecore means we are even better positioned to help our clients design, deliver and optimise digital experiences”.

The two work with the likes of Iveco. The truck maker’s ICT Head of Customer Journey and Digital Architecture, Fabio Ricciato, said the combination of Accenture support and Sitecore’s tech has meant it could “standardize the tech stack of our websites … leverage a modern stack” and provide better autonomy for the firm’s units to update editorial as and when they want.