Major announcement: Microsoft reveals new cloud partnership at Ignite 2016

Today at Microsoft Ignite 2016, Microsoft announced a new partnership with who they call the 'most creative company in the industry'.

If you instantly thought Adobe, then you would be correct. Their new strategic partnership is set to help enterprises embrace digital transformation by delivering compelling and tailored experiences through their customer relationships.

According to the two industry giants, their partnership will enable business to strengthen their brands through solutions with Microsoft Azure, Adobe Marketing Cloud and Microsoft Dynamics 365.

"Business leaders in every industry are focused on how to better engage their digital customers, wherever they are," says Satya Nadella, CEO of Microsoft. "Together, Adobe and Microsoft are bringing the most advanced marketing capabilities on the most powerful and intelligent cloud to help companies digitally transform and engage customers in new ways.

Adobe president and  CEO, Shantanu Narayen shares Nadella's views.

"Customers today expect a well-designed, personalized and consistent experience every time they engage with a brand," says Narayen. "Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.

Adobe will now make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud. Likewise, Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition.

The two companies are also collaborating in data integrations to aid customers that are working across Adobe Marketing Cloud and Dynamics 365 business applications, while making use of artificial intelligence (AI), machine learning and advance analysis.

The underlying element in this partnership is data, empowering IT customers to use both services to create new data-driven sales and marketing capabilities. The companies' mutual customers will be able to use their data for critical insights and predictions, connect customer touchpoints across their business, while bolstering relationships and driving brand loyalty and growth.

Both Adobe and Microsoft affirmed that they will be working with leading companies to help them envision and implement the integrated solution.