Chipotle deployed an AI-driven personalization platform built on Adobe's Real-Time Customer Data Platform (RT-CDP) and Adobe Journey Optimizer to deliver individualized digital experiences and targeted marketing communications to its loyalty members. The system aggregates customer data from the mobile app, website, and in-store transactions to create unified customer profiles and send personalized offers and re-engagement messages.

Working with PwC and Adobe, Chipotle implemented Adobe RT-CDP to unify customer data from all touchpoints into 360-degree real-time customer profiles. Adobe Journey Optimizer (AJO) was integrated to enable event-triggered personalized messaging — for example, identifying customers who started but did not complete an order and sending targeted re-engagement prompts. The platform was also used for marketing segmentation during product launches, such as using H2O Driverless AI to segment 30 million rewards members by purchase pattern to identify who would respond to a new protein promotion. As of early 2026, Chipotle's CEO announced a planned relaunch of the Rewards program with enhanced AI personalization capabilities.