Moderator & Panel
Eric Matisoff
Adobe
Adam Paikowsky
dotdotdash, part of Ominicom
Rana Sidahmed
Former Avery Dennison
J.J Camara
Tapestry
Executive Summary
The discussion explored how creative, marketing, and technology leaders are integrating AI across enterprise functions to improve personalization, accelerate content creation, and streamline operations—while maintaining brand integrity, data security, and ethical balance. Panelists agreed that the challenge lies less in technical capability and more in organizational alignment: connecting IT, legal, marketing, and creative functions to implement AI responsibly and effectively. The conversation underscored that AI should serve as an enabler of human creativity and efficiency, not a replacement for it.
Executives described a clear shift from experimentation to structured deployment. Early “AI pilots” are evolving into enterprise systems that enhance creative workflows, automate repetitive tasks, and unlock personalization at scale. However, panelists cautioned that success requires clean data, responsible governance, and strong collaboration across departments. A recurring theme was normalization—AI is moving from being a “topic” to simply “how work gets done.” The next phase of maturity will focus on integration, transparency, and workforce enablement rather than hype or fear.
Key Themes
Key Themes
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AI as a creative and operational partner.
AI is enhancing—not replacing—creative and marketing functions. Teams use it for ideation, visualization, and scaling production, while human judgment ensures quality, inclusivity, and brand alignment. -
Collaboration between IT, legal, and marketing.
Enterprises are moving from fragmented pilots to coordinated AI programs. Success depends on cross-functional governance that balances innovation with compliance and brand safety. -
From experimentation to structured adoption.
Organizations are transitioning from test-and-learn phases to systematic implementation, focusing on practical, low-risk use cases such as content generation, briefing automation, and asset tagging. -
Personalization at scale.
AI enables individualized customer experiences by generating and moderating assets dynamically—shifting from one campaign for many to many assets for one. Platforms like Adobe Firefly are being used to safely scale creative output. -
Responsible and sustainable innovation.
Environmental impact, ethical use, and workforce readiness are active priorities. Leaders emphasize using AI to reduce waste and emissions while upskilling employees to remain confident and relevant.
Actionable Takeaways for Enterprise Leaders
Actionable Takeaways for Enterprise Leaders
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Embed AI in daily operations, not as a separate initiative.
Treat AI as part of the organizational fabric—integrated into design, marketing, and data workflows rather than siloed in experimental teams. -
Align governance across departments.
Build AI task forces that unite IT, legal, and business teams. Establish clear guardrails for privacy, brand safety, and ethical usage while maintaining creative flexibility. -
Start with high-value, low-risk use cases.
Prioritize automating repetitive, high-volume processes such as meeting notes, brief creation, and asset generation before scaling into complex personalization or predictive modeling. -
Train teams for AI fluency and change management.
Upskill employees on prompt writing, data hygiene, and AI ethics. Normalize AI literacy across business units to reduce fear and accelerate responsible adoption. -
Adopt hybrid AI architectures for control and compliance.
Combine closed and open systems strategically—leveraging proprietary tools for brand assets and open models for ideation or workflow acceleration. -
Measure ROI beyond efficiency.
Track AI’s impact on speed, consistency, sustainability, and customer engagement—not just cost savings—to guide investment and demonstrate value.
Sponsor
About Adobe
Adobe empowers everyone – from individual creators to global enterprises – to imagine, create, and bring personalized digital experiences to life. With purpose-built, AI-enabled solutions, Adobe integrates creativity, marketing, and AI to help our customers combine real-time insights and seamless content creation to deliver true one-to-one personalization at scale and foster long-term customer loyalty. That’s why Adobe is the trusted partner for businesses looking to spark innovation, elevate creativity, and drive sustainable growth.
adobe.com
