How Adobe's CMO is preparing for the AI-powered era of brand discovery

Adobe’s CMO is preparing for the AI-powered era of brand discovery as product discovery shifts from search engines to AI-driven interfaces. Lara Balazs, Adobe’s chief marketing officer, describes how marketing questions are changing: which metrics still matter when consumers start in ChatGPT instead of Google, and how teams should be structured when AI can draft campaigns, analyze performance, and personalize experiences at scale. The article says brand visibility in AI-generated recommendations is becoming a gate to consideration before customers reach a website. It also notes the scope of marketing is expanding into enterprise decisions, including technology, data infrastructure, workflow design, and capital allocation. Balazs argues CMOs need closer collaboration with CFOs, CIOs, CTOs, and other C-suite stakeholders as AI evolves faster than organizations can adapt.