The Information's TITV On the Ground at Adobe MAX 2025 | Oct 28, 2025
Oct 28, 2025
In a fascinating discussion, Rachel Thornton, Adobe's CMO, highlights CMOs' shift from SEO to LLMs and the importance of AI in marketing. Varun Parmar introduces Gen Studio as a revolutionary content supply chain solution, while Hannah Elsakr explains Firefly Foundry's deep tuning services for customized enterprise AI. Grant Owens emphasizes the transformative power of AI in advertising strategy, urging brands to embrace diverse content platforms. Val Carlson discusses the integration of AI in creative processes, addressing both opportunities and concerns around legal risks.
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SEO Is Shifting Toward LLM Discoverability
- CMOs worry SEO is shifting to LLM-driven discovery, forcing a rethink of search strategies.
- They need vastly more scalable, personalized content and stronger data foundations to realize AI ROI.
Partner With CIOs To Build Data Foundations
- Collaborate closely with your CIO to build a strong customer data foundation before scaling AI investments.
- Use that foundation to ensure AI projects deliver measurable ROI rather than expensive experiments.
Optimize Content For LLM Search
- Use tools like Adobe's LLM Optimizer to adapt SEO and content for LLM-based search and chat results.
- Treat optimizer tools as part of your marketing stack to improve visibility in conversational systems.