This post was created in partnership with Adobe
Brand discovery has always happened in places companies don’t fully control. What’s different now is that the intermediary doesn’t just surface options. It makes a judgment call.
During an ADWEEK House Cannes Lions sunset series panel co-hosted with Adobe, marketing leaders explored how to earn credibility and trust when consumers first encounter brands through AI before reaching an owned channel.
Brand discovery becomes conversational
Brand voice has long lived in campaigns and creative. For Rachel Thornton, CMO of enterprise at Adobe, that’s the part that’s changing.
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