What could marketing teams accomplish if they spent less time chasing inputs and more time shaping ideas?

In this episode, Stacy Martinet, chief content and creative officer at Adobe, shares her perspective on one of the near-term opportunities for marketing leaders: using AI to reduce workflow grind.

She highlights how processes that once took weeks—such as brief creation—can now take minutes, giving teams more time to focus on concepts, production and cultural relevance. Drawing on her experience across media, communications and brand leadership, Stacy suggests that even as AI tools and processes evolve, craft and specialist roles remain essential.

Stacy also discusses creator collaborations, which she believes work well when brands give creators room to do what they do best, rather than over-engineering the outcome. Authentic creator-driven content can help unlock a meaningful audience connection that brands cannot easily create on their own.

The key is creative leaders nurturing a culture of experimentation by reducing fear of trying something new and building AI fluency that enables brand growth.