Day Two Keynote

Keynote

Day Two Keynote - GS2

Keynote highlights

Customer Experience Orchestration in the era of Agentic AI

Adobe Enterprise CMO Rachel Thornton opens Day Two by highlighting how customer experience orchestration is being transformed in the era of agentic AI – bringing together data, content, and journeys to create more engaging, personalized experiences. Building on key announcements, she outlines how Adobe CX Enterprise enables organizations to deliver connected, end-to-end customer experiences across the full lifecycle – from prospecting to loyalty – while helping brands stand out and thrive in an AI-driven world.

Leading with Brand in the Age of AI: Adobe & Procter & Gamble CEO Conversation

Shantanu Narayen and Jejurikar discuss how global brands can thrive in the era of AI. They explore the enduring importance of brand trust, the balance between innovation and consistency, and how organizations like Procter & Gamble are leveraging data, technology, and creativity to deliver meaningful customer experiences at scale. The discussion highlights how strong brand foundations, combined with AI-driven capabilities, enable companies to stay relevant, drive growth, and build lasting customer relationships.

Driving Brand Visibility in the AI-Powered, Agentic Web

Amit Ahuja explores how brand visibility is being redefined in a world where customers –and AI agents – drive discovery and engagement. He outlines three major shifts—brand discovery, agentic automation, and conversational experiences—and demonstrates how Adobe helps organizations optimize for the emerging human-and-agent web. Product demos showcases how teams can analyze visibility across AI platforms, automate content and context delivery in real time, and create personalized, conversational experiences that drive engagement and action at scale.

Reinventing Customer Engagement with AI-Powered Customer Experience Orchestration

Anjul Bhambhri explores how customer engagement is being redefined in an AI-first world, where agents operate software and humans set goals. She introduces Adobe’s composable AI fabric – open, flexible, and autonomous – and shows how CX Enterprise Coworker acts as a collaborative AI teammate, orchestrating data, content, and workflows across systems. A workflow demo highlights how organizations can move from manual processes to real-time, agent-driven engagement – delivering faster decisions, connected journeys, and personalized experiences at scale.

CMO and CTO Perspectives: Transforming Customer Experience with AI

Adobe Enterprise CMO Rachel Thornton is joined by DICK’S Sporting Goods CMO Emily Silver and CTO Vlad Rak to explore how marketing and technology leaders are partnering to transform customer experience in the age of AI. They discuss shifting from transactions to lifelong relationships, designing for the full customer journey, and using data, AI, and connected systems to deliver personalized, high-impact experiences across physical and digital channels.

Scaling Content Supply Chain with Agentic AI and GenStudio

Adobe SVP & GM of GenStudio & Firefly Enterprise Varun Parmar introduces an agentic approach to the content supply chain, designed to meet rising content demand and the need for real-time personalization. He announces Adobe Brand Intelligence and highlights Firefly Creative Production for Enterprise, showing how teams can generate, validate, and optimize on-brand content at scale through AI-driven workflows. The demonstration also showcases innovations like conversational production and 3D digital twins, enabling precise, high-quality asset creation and seamless activation across channels.

Introducing the Customer Experience AI Maturity Index

Rachel Thornton introduces the Customer Experience AI Maturity Index, designed to help teams assess how effectively AI is being applied across data, content, and customer journeys, and to provide a clear path for scaling personalized experiences.

ON DEMAND

Closed captions in English can be accessed in the video player.

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Speakers

Shantanu Narayen

Chair and Chief Executive Officer, Adobe
Shailesh Jejurikar

President and CEO, Procter & Gamble
Emily Silver

SVP, Chief Marketing, eCommerce and Athlete Experience Officer, DICK'S Sporting Goods
Vlad Rak

EVP and CTO, DICK'S Sporting Goods
Rachel Thornton

Chief Marketing Officer, Enterprise, Adobe
Anjul Bhambhri

Senior Vice President, Engineering, Customer Experience Orchestration, Adobe
Amit Ahuja

Senior Vice President, Products, Customer Experience Orchestration, Adobe
Varun Parmar

SVP & GM, GenStudio & Firefly Enterprise, Adobe
Jennifer Biester

Principal Transformational Solutions Consultant, Adobe
Rachel Hanessian

Senior Manager, Product Management, AI Customer Engagement, Adobe
Emily Palmer

Principal Solutions Consultant, Adobe

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About the Session

Discover how leaders from the world’s top brands are tackling today’s biggest business challenges — and unlocking new growth — through smarter, more creative, AI-supported experience marketing. Then explore how Adobe’s latest product innovations come to life in innovative real-world workflows.

Technical Level: General Audience

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Unify content, data, and journeys into one AI‑powered system that anticipates intent and delivers personalized, on‑brand experiences at scale — for humans and AI agents.

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