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The Royal Automobile Club of Queensland (RACQ) has entered a five-year strategic partnership with Adobe and Deloitte Digital, centred on a new ‘Lighthouse’ agreement that introduces a flexible partnership model including early access to Adobe’s AI capabilities – described as the first arrangement of its kind in Asia Pacific and Japan.
The deal is designed to support the transformation of RACQ’s member experiences across its motoring, insurance, banking, batteries, solar and travel products, drawing on Adobe’s agentic, generative and predictive AI capabilities to enable real-time personalisation, scalable content production and intelligent automation across customer journeys.
RACQ supports more than 1.7 million members across Queensland.
A new model for flexibility and innovation
The Lighthouse agreement is built around commercial flexibility, allowing RACQ to adapt or expand its use of Adobe solutions over time while gaining early access to new AI capabilities as part of an ongoing innovation roadmap.
The partnership is supported by a governance and learning framework focused on activating use cases that directly drive member value.
David Harrys, Chief Member and Growth Officer at RACQ, outlined the thinking behind the deal.
“Our purpose is to drive a better future for all Queenslanders, and that shapes every decision we make,” Harrys explained. “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.”
Broad adoption across Adobe’s portfolio
As part of the agreement, RACQ will expand its adoption of solutions across Adobe’s Customer Experience Orchestration and Creativity and Productivity portfolios.
Adobe Experience Platform Agent Orchestrator, Adobe Real-Time CDP Collaboration, Adobe Experience Manager and Adobe Workfront will be used to unify member data, streamline content workflows and orchestrate personalised, omnichannel experiences across RACQ’s product offering.
Adobe Advertising, Adobe Acrobat Studio, Adobe Firefly Creative Production for Enterprise and Adobe Creative Cloud for Enterprise will enable RACQ to centralise planning and audience-driven optimisation for ad campaigns, accelerate document creation and approval workflows and produce on-brand content at scale.
Adobe Ultimate Success with Integrated Services will provide RACQ with strategic guidance, technical expertise and governance to help optimise and realise value from the solutions.
Katrina Troughton, Vice President and Managing Director at Adobe Australia and New Zealand, pointed to the combination of data, content and AI as central to the partnership.
“RACQ’s journey highlights what’s achievable when organisations bring together data, content and AI to deliver more meaningful, connected experiences,” Troughton outlined. “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.”
Deloitte Digital to lead implementation
Deloitte Digital will lead the end-to-end implementation of Adobe solutions and support RACQ’s broader digital transformation under the partnership.
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Christie Percival, Partner at Deloitte Digital, described the collaboration as focused on shaping future customer engagement across both human and AI-driven interactions.
“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 outlined. “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.”
Building on existing progress
The new agreement builds on an existing partnership between RACQ and Adobe that has already been used to reshape the organisation’s marketing and member engagement capabilities.
Tim Cochrane, General Manager of Marketing, Membership and Digital at RACQ, pointed to the progress already made as a foundation for the expanded deal.
“The progress we’ve made with Adobe has given us real confidence in what’s possible,” Cochrane explained. “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.”
Last Updated on June 23, 2026 by Nick Ross
