Combining data from multiple sources to get a clearer picture of each individual customer and act on those real-time insights is challenging.

IBM and Adobe have expanded an existing partnership that will integrate the company’s artificial intelligence-powered weather data from The Weather Company, an IBM Business, into the Adobe Experience Platform.

Sheri Bachstein, CEO at The Weather Company and General Manager of IBM Watson Advertising, believes thatsince weather data proves to be a predictor of consumer behavior, further expanding the company’s relationship with Adobe provides the ability to create individualized experiences.

Adobe plans to leverage Weather Channel data as part of its Digital Economy Index as well, exploring how weather patterns affect online spending and other trends in e-commerce. The product lets Adobe Experience Platform customers gain new AI-driven insights on how weather can affect consumer purchase habits across different categories such as retail, healthcare, travel and hospitality, and consumer packaged goods.

Brands will have access to the data, in theory, to gain a better understanding of how customer behaviors may shift in response to forecasted weather changes.

IBM has committed $1 billion to support partners that help their customers migrate workloads using the company’s open hybrid cloud architecture.