Val Carlson

Chief Creative Officer at Critical Mass, focused on integrating generative AI into creative pipelines while addressing attribution, legal risk, and creative quality.

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Oct 28, 2025 • 43min

On the Ground at Adobe MAX 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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