AI and people power a new marketing model.

Lumen Technologies provides the network infrastructure behind the AI economy. But bringing that same speed and intelligence to its own marketing operation presented a different kind of infrastructure challenge.

Lumen markets across five personas, seven verticals, and three stages of the customer journey. A single account-based campaign can require more than 1,200 assets. Like marketing organizations everywhere, its teams were being asked to deliver increasingly personalized experiences across more audiences and channels — without increasing budgets and headcount at the same pace.

“Every CMO I talk to is staring at the same math problem: demand for content is going up, but headcount isn’t,” says Ryan Asdourian, EVP and Chief Strategy and Marketing Officer at Lumen. “You can’t hire your way out of that, and you can’t burn your team out trying.”

Lumen had already built a connected, Adobe-powered content supply chain to help teams create, approve, and scale on-brand campaigns faster. Now, Moria Fredrickson, Vice President of Brand and Digital Experience at Lumen, and her team saw an opportunity to rethink the operating model itself — bringing people and AI together to reduce repetitive work, accelerate production, and scale personalization.

The ambition wasn’t simply to make more content faster. It was to build a marketing operation designed for a new era — one where AI handles more of the production burden while people stay focused on customer insight, storytelling, creativity, and judgment that differentiate the brand.