Marketing in the age of AI with Adobe Enterprise CMO, Rachel Thornton
About this episode
Rachel Thornton discusses how Adobe navigates marketing in the age of AI, focusing on brand building, community, and storytelling.
Rachel Thornton, Enterprise CMO at Adobe , joins us to unpack how one of the world’s leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching complex software products, Rachel shares what it takes to drive growth at global scale. We discuss the role of major events like Adobe Summit, how AI is transforming both the practice and perception of marketing, and why community and storytelling are becoming more important than ever. Rachel also explains how Adobe balances brand and product marketing, invests in partnerships like sports sponsorships, and what “agentic orchestration” actually means in practice. Timestamps 00:00 - Start 01:39 - Rachel’s career and what makes a successful CMO 04:12 - The importance of brand in B2B 08:57 - The role of large events in B2B marketing (like Adobe Summit) 12:29 - The biggest changes AI have had in marketing 18:06 - How Adobe approaches community in their marketing 20:26 - How Adobe use AI in their marketing 22:53 - How Tesco use Adobe 24:22 - Adobe’s product launches at Summit 2026 26:50 - What does agentic orchestration mean? 28:33 - How to successfully launch new software? 29:58 - How Adobe…
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