What happens when the thing evaluating your brand isn't a person — but an agent shopping on their behalf, one that doesn't respond to a great story and doesn't care how your homepage makes anyone feel?
Agility has usually meant adapting faster than the market. This is a different kind of adaptation: the audience itself is changing shape, and the brands that handle it well will be the ones that adapt without becoming unrecognizable in the process.
Today, we're going to talk about:
- What actually changes for a brand when autonomous agents enter the discovery and purchase path
- Creating content that holds up to an agent's evaluation without flattening into sameness
- Closing the AI capability gap inside marketing teams — and what that unlocks
To help me discuss this topic, I'd like to welcome, Rachel Thornton, CMO Enterprise at Adobe.
About Rachel Thornton
Rachel Thornton is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity and AI. As Chief Marketing Officer for Adobe's enterprise business, Rachel is responsible for Adobe's global enterprise Creativity & Productivity and Customer Experience Orchestration marketing.
Rachel develops marketing, messaging, positioning strategies and activations that expand awareness of Adobe as the world's best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe's unique enterprise story in ways that energize, celebrate and empower CMOs and experience makers worldwide.
Rachel has more than 25 years of experience in B2B technology marketing, having held leadership roles at Amazon/AWS, Salesforce, Cisco Systems and Microsoft. She has deep experience building and scaling enterprise marketing, customer acquisition, and self-service revenue contributions.
Rachel Thornton on LinkedIn: https://www.linkedin.com/in/rhthornton/
---------- Resources ----------
: adobe.com
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