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The new imperative for marketing
The marketing function is undergoing a seismic shift, driven by the rapid acceleration of technologies like generative AI (GenAI), automation, big data, and blockchain. No longer just a promotional arm, marketing is now poised to reshape business models and fuel enterprise growth.
However, many executives such as the CMO, CDAIO, CDO and CFO face significant challenges—93% report difficulty proving marketing’s business impact (2024 PwC Pulse Survey). Nearly half of marketers have been reorganized due to technological change (2023 Forrester Vision Report) and 45% of CEOs believe their companies risk obsolescence within the next decade if they fail to transform (2024 PwC Survey).
Where are businesses in their reinvention journey?
To remain relevant, businesses should reimagine strategies to help meet evolving consumer expectations, accelerate response times, unlock new markets, and sustain long-term growth. The key to this transformation? Marketing as a strategic, data-driven growth engine.
This evolution requires:
- Real-time research and analysis
- Agility and innovation
- Data-driven decision-making
- Strategic partnerships and ecosystem expansion
- Digital transformation
Marketing as a strategic growth engine
Marketing has evolved into a revenue-generating powerhouse, playing a pivotal role in business model reinvention.
1. Align marketing with business strategy
Marketing should align KPIs with business goals, contributing directly to enterprise revenue (and profit).
2. Reinvent distribution and revenue models
Marketing has a seat at the table in defining and deploying DTC strategies, subscription models, and AI-driven self-service platforms to bypass intermediaries.
3. Foster a data-driven, cross-functional culture
Marketing should become a customer intelligence hub, unifying data and enabling predictive analytics across functions.
4. Enhance customer engagement through personalization
Marketing should leverage micro-segmentation and real-time insights to enable hyper-personalized experiences and dynamic optimization while streamlining the content supply chain.
5. Levarage AI and automation for scalable impact
Marketing should harness AI-driven tools and capabilities like Firefly, Sensei, and Experience Platform Agent Orchestrator, embedded across the Adobe portfolio, automate campaigns, enhance creativity, and improve engagement. And AI-native solutions like Adobe GenStudio for Performance Marketing further help advance those goals.
Adobe’s agentic AI strategy—a blueprint for reinvention
In the age of business transformation through digital acceleration, traditional business models are increasingly being challenged by customer expectations for personalization, speed, and seamless experiences. As companies reevaluate how value is created and delivered, Adobe is setting an innovative example through its agentic AI strategy—reimagining how businesses can orchestrate customer experiences at scale.
At the heart of Adobe’s transformation is the Adobe Experience Platform Agent Orchestrator, a new framework that leverages purpose-built agents to drive intelligent automation across critical stages of the customer experience lifecycle. These agents act autonomously or collaboratively to perform tasks ranging from audience management to content production and journey orchestration.
This marks a significant shift from traditional CX platforms. It introduces a multi-agent reasoning engine that mimics collaborative human workflows, enabling brands to scale operations while maintaining agility and precision.
One of the more transformative opportunities of Adobe’s agent-based architecture is its ability to help businesses redefine personalization at scale. The platform automates, adapts, and executes personalized experiences using data-rich insights, while freeing teams to focus on high-value creative and strategic tasks. This delineation of work—between what machines do best and what humans do best—offers a model for businesses to begin recalibrating their workforce and workflows in the AI era.
According to the experience lifecycle model, Adobe’s agents are embedded across every key phase—from planning and performance analysis to activation and orchestration. For example:
- The Data Insights Agent supports real-time decision-making using Customer Journey Analytics (CJA).
- The Site Optimization Agent and Content Production Agent boost brand consistency and speed to market.
- The Journey Agent and Experimentation Agent fine-tune customer interactions in dynamic, test-and-learn cycles.
This closed-loop operating model not only enhances performance, but also fosters continuous innovation—a hallmark of successful digital reinvention.
The future of business: a marketing-driven growth engine
Adobe’s strategy signals a broader evolution underway: the move toward agentic enterprises, where intelligent, autonomous systems augment human capability and unlock new forms of value creation.
Marketing’s role has fundamentally shifted—from a cost center to a revenue-generating function that shapes business models, drives innovation, and fuels enterprise-wide growth.
By embracing AI, automation, and data-driven insights—as Adobe has done—marketing leaders can unlock new markets, accelerate performance, and create lasting competitive advantages.
The opportunity is now. Marketing is not just about storytelling—it’s about rearchitecting business value.
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