[15:08] Brand Integrity at Scale — As AI makes content material creation sooner and extra accessible, Rachel factors to model integrity because the essential danger that firms should get proper. Using Adobe’s work with Coca-Cola as a concrete instance, she explains how AI model tips baked into the inventive workflow permit international groups to provide belongings with full confidence that each output meets model requirements, irrespective of the place on this planet it’s created. Trust, she argues, isn’t just a delicate worth. It is a structural benefit that separates manufacturers constructed for the long run.
[19:38] Building for Human Customers and AI Agents — Rachel introduces a framing that cuts by way of a whole lot of the noise round AI in advertising. Brands now have two audiences to construct for: human clients and the AI brokers looking on their behalf. With the shift from conventional search engine optimization towards generative search by way of platforms like ChatGPT and Perplexity, exhibiting up nicely for an AI question requires the identical consideration to content material and expertise that profitable a human buyer does. This is the pondering behind Adobe’s LLM Optimizer and the Semrush acquisition, and it indicators the place enterprise advertising technique is heading.