The biggest software services companies in India are using software manufacturer Adobe Inc.'s platform to get more clients who are integrating artificial intelligence into their operations. These companies have fallen behind their international counterpart Accenture PLC in offering generative AI-based services to clients.

Executives and experts claim that the two biggest technology outsourcing firms in India, Tata Consultancy Services Ltd. And, Infosys Ltd. are using Adobe's agentic AI push to market a comprehensive suite of automation capabilities. The capacity of TCS and Infosys to generate increasing income from core generative AI deals—which has been uncommon for Indian IT services providers—is at risk.

In its 43-year existence, Adobe's primary product has been its creative software platforms, including Photoshop, After Effects, InDesign, and Premiere Pro. The company generated $21.51 billion in sales in the previous fiscal year and has projected $23.55 billion at a 9.5% annual growth rate in FY25. With a market valuation of $169 billion as of this writing, Adobe is among the top 100 most valuable businesses in the world, despite not being included in the US's Big Tech list.

In contrast, Infosys, whose yearly income is nearly equal to Adobe's, and TCS, which makes more money annually, are valued at $76 billion and $154 billion, respectively. This is because software manufacturers, such as Adobe, have patents and make more money from their operations, which investors find more valuable than low-margin, cost-arbitrage business models, such as those of technology outsourcing companies.

But according to analysts, the marketing and communications section wouldn't be a long-term way to assist Indian IT companies in creating a consistent flow of income from AI projects.