What advice can you give marketers who want to reach their audience using these new AI tools?
‘First, focus on the digital tools that are going to empower you to do that. Lay the foundation of your customer experience architecture or infrastructure. The digital-first brands will win. This is a transformation, it takes time. In order to do it well, you need to have those building blocks. And you need a Customer Data Platform to have your insights connected more closely to your content. Make sure that your website and apps are best in class; those are your storefronts. They're owned media. And increasingly, brands are content creators so your own media is the place you want people to come. And if you're transacting, whether it’s e-commerce or B2B, that's where you want to be having the conversations. That's where you want people learning, engaging.’You’ve launched all the latest software candy. What are the main lessons?
‘Product-led growth and marketing-led growth are coming together, especially for digital. So, your marketing can't be totally separate from your product. When you get people into the product, you want it to be a cohesive experience. For our launch of Firefly and Adobe Sensei
Generative AI services, we spend a lot of time on our overall technology strategy and how we want to communicate that. We wanted to bring our customers, whether they're creators or marketers on a digital experience team, into this launch and bring them on the journey. It was co-creation, basically. It had to be a ‘social community first’ launch on our owned and earned. We wanted to be very clear on our website about what we're saying. We made sure our messages were pulling through in the press. And let's bring the technology to life through our social channels, but using members of our community to co-create with us. That was the approach.’ Would you choose profit over growth?
‘I’d choose profitable growth. From a market standpoint, the companies that are being rewarded right now are the ones that grow with profitability. If you can focus on laying this digital foundation and grow through your customer experience management, you're going to grow. But you must have relationships with your customers and also retain customers. Shareholders today are not just looking for growth, they’re looking for stability and long-term profitability.’