How Adobe Helps Brands Stay Creative in the Age of AI

[15:08] Brand Integrity at Scale — As AI makes content creation faster and more accessible, Rachel points to brand integrity as the critical risk that companies must get right. Using Adobe’s work with Coca-Cola as a concrete example, she explains how AI brand guidelines baked into the creative workflow allow global teams to produce assets with full confidence that every output meets brand standards, no matter where in the world it is created. Trust, she argues, is not just a soft value. It is a structural advantage that separates brands built for the long term.

[19:38] Building for Human Customers and AI Agents — Rachel introduces a framing that cuts through a lot of the noise around AI in marketing. Brands now have two audiences to build for: human customers and the AI agents searching on their behalf. With the shift from traditional SEO toward generative search through platforms like ChatGPT and Perplexity, showing up well for an AI query requires the same attention to content and experience that winning a human customer does. This is the thinking behind Adobe’s LLM Optimizer and the Semrush acquisition, and it signals where enterprise marketing strategy is heading.