Adobe Positions AI as a Catalyst for Creativity

At LWT's TechFutures 2025 in New York City this week, Hannah Elsakr, VP of new genAI business ventures at Adobe, described AI-enabled tools not as job disruptors but as 'an exponential amplifier to our own humanity and creativity.' She highlighted three frontiers reshaping brand storytelling: AI companions, personalized marketing at scale, and world-building around IP.

Currently, 93% of North American marketers utilize generative AI tools, with 79% automating campaign workflows. Elsakr emphasized that AI removes bottlenecks in the creative process, stating that AI agents act as creative helpers rather than replacements, allowing focus on imaginative tasks.

AI now accomplishes tasks like resizing designs for multiple platforms in minutes. Generative AI has evolved from a novelty to a necessity, enhancing the importance of human taste and ingenuity.

Personalized marketing is achieved at scale. Although most marketers use AI, only 44% employ AI-driven assistants for personalized creative output. Brands can produce '10 times the content on flat budgets' safely, maintaining fidelity and nuance.

Building brand universes is the next creative frontier. Brands, media, and entertainment companies are training custom AI models on proprietary IP to create self-contained 'brand universes' that understand visual language, storylines, and design logic.