At CES 2025, industry leaders from Meta, Adobe, NVIDIA and AWS convened to discuss the future of AI in creative enterprises. Moderated by our Chief Innovation Officer, Henry Cowling, the panel explored gen AI’s role in transforming workflows, breaking organizational silos and unleashing the potential of data and creativity. For those unable to attend, the full session is accessible below, along with key insights from the discussion.

“It’s critical that organizations move from being static and siloed to becoming more fluid. The key isn’t just adopting AI but organizing your teams in an organism mentality.”

— Jimmie Stone, VP, Creative Shop at Meta

Tackling the pressure to do more with less.

Today, brands are being asked to do far more with the same—or even fewer—resources. Varun Palmer, General Manager at Adobe Gen Studio, captured this challenge perfectly: “There is a need for 5x more content in the next two years. But I don’t know any CMO with a budget that’s increasing five-fold.” 

Enter the indispensable role of generative AI. It offers not just cost-effective scalability but also operational efficiencies that make it possible to meet rising demands. Adobe’s own marketing workflows reflect this promise, with their team now generating billions of emails annually using generative AI, delivering faster and more personalized experiences without sacrificing quality.

Jimmy Stone, who is VP, Creative Shop at Meta, emphasized the shift required for creative teams, encouraging brands to evolve from relying on singular big ideas to embracing systems of ideas. Fueled by AI, this approach enables diverse campaigns that adapt to the speed of culture, delivering relevant content at the right moment and scale.

Building an organization fit for an AI era. 

A recurring theme throughout the panel was that AI alone is not the solution—it’s how organizations prepare themselves to integrate it. Generative AI holds vast potential to unlock data insights, enhance creative workflows, and drive efficiency, but rigid, siloed structures within enterprises are a significant barrier to success. NVIDIA’s Director of Data Science for Media & Entertainment, Bianca Pryor, emphasized this point, calling on brands to break down internal silos and unify scattered datasets across marketing, IT and sales.

“The future of machine learning and AI is in experimentation. You’re sitting on a treasure trove of data—now’s the time to get down and dirty with it, running models, creating insights, and accelerating workflows.”

— Bianca Pryor, Director of Data Science for Media & Entertainment at NVIDIA

AWS’s Worldwide Strategy & Business Development Leader of Monetization, Chris Ziemer, reinforced this approach, noting that a strong foundation of integrated data infrastructure—combined with AI—enables companies to adapt quickly and scale creative and operational efficiencies.

Ultimately, brands must evolve into dynamic, collaborative organisms. This shift demands more than embracing AI—it requires rethinking internal workflows, encouraging cross-team collaboration and unlocking innovation at every level. To learn more about how to make this shift, watch the full session for deeper insights.

At CES 2025, leaders from Adobe, Paramount and Delta Airlines came together to share their journeys of embracing generative AI to reshape marketing strategies, boost efficiency and drive personalization. Moderated by Linda Croning, our EVP of Media, the panel provided real-world examples of how AI is transforming creative processes for the better. Watch the full session below and explore key highlights from their conversation.

“The orchestration of that [AI]—the scaling up and being able to get the right message to the right person at the right time—is really what is going to be unlocked for us as a marketing organization.”

— Jake Abel, Head of Marketing Strategy, Operations and Media at Delta Airlines

Embracing AI workflows to scale personalization.

Generative AI is redefining what’s possible in marketing by bridging the gap between creativity and speed. It empowers teams to focus on innovation while automating repetitive, time-consuming tasks—unlocking new levels of efficiency at scale. From transforming creative workflows to delivering personalized consumer experiences, brands are using AI to meet rising demands without compromising quality.

Michelle Garcia, SVP of Marketing for Paramount, shared how AI transformed a campaign for the movie If. Using Adobe Firefly, audiences described their imaginary characters, and within hours, her team brought over 70 fan submissions to life—an approach that drastically boosted engagement and creativity.

For Delta Airlines, which serves over 200 million passengers annually, the focus has been on using generative AI to scale operations and enhance personalized customer journeys. Jake Abel, Head of Marketing Strategy, Operations and Media, detailed how they use AI to automate workflows, allowing teams to focus on creative strategies while scaling relevant marketing experiences. “It’s helping us reduce time spent on tasks by up to 50%, so creative teams can focus on being creative.”

Adopting AI with responsibility and trust.

As businesses harness gen AI, its adoption requires a commitment to scale responsibly while fostering transparency and trust. At Adobe, generative AI tools like Photoshop and Premiere are embedded directly into workflows, enabling teams to scale creativity without compromising efficiency or compliance. “You might have these bright, shiny objects in other places, but if that’s not integrated into the workflow, you’re not going to be able to scale,” said Sam Garfield, Head of Digital Strategy, Communications, Media and Travel. 

Trust also remains front and center in AI adoption. Recognizing the value of transparency and governance, companies like Adobe prioritize legally compliant, brand-safe tools for enterprise clients, ensuring AI-driven work stays consistent with brand values. 

“Was the information legally obtained? Is there transparency? That’s a major differentiation for us.”

— Sam Garfield, Head of Digital Strategy, Communications, Media and Travel at Adobe

As the session concluded, panelists reflected on generative AI’s horizon for 2025. From Delta’s focus on elevating customer travel with AI-powered concierge services to Paramount’s ambition to scale creativity across global audiences, one message was clear: generative AI isn’t just a technology—it’s a catalyst for transformation. Watch the full session to discover how AI will redefine industries and unlock new frontiers of innovation.