Videos
Adobe on AI Personalization, Real-Time Data, and the Future of Work
Insights
- B2B personalization is evolving from static segmentation to real-time, organization-level intelligence powered by AI.
- Agentic AI is transforming employees into supervisors of virtual workforces, fundamentally changing how enterprise work is managed.
- Organizations that embrace experimentation and continuous AI adoption will be better positioned to scale innovation and customer value.
At MWC 2026, Julian Kramer of Adobe discusses how AI is reshaping enterprise operations by bringing real-time intelligence, personalization, and agentic workflows into the center of customer engagement. The conversation highlights how B2B personalization is becoming far more sophisticated, requiring organizations to understand entire buying groups rather than individual consumers. He explains how AI agents are helping enterprises rethink workflows, augment employee capacity, and redesign how work gets done across the organization. The discussion also emphasizes the growing importance of real-time data operating models that connect marketing, product development, and customer experience into a unified view of the customer journey.
Julian Kramer:
Netflix has a lot of data about you and it understands your needs really well. And the funny thing is that for a long time personalization was sort of B2C thing, but I think it's much more interesting in B2B and because you have different SKUs, different pricings, it's much more complex. So the data you need about a B2B customer, it's not just for one person, it's actually for an entire organization, a buying group. So it's multi-dimensional.
And I think it's really powerful to both feed the machines like large language models with all the factual information that we need when a regular B2B buyer is researching, but then also personalize that and bring the relationship back home into a B2B one to one context and not just publicly available information, but make it specific. Make it specific to them. That's what personalization in B2B looks like.
AI is reinventing how work gets done
Julian Kramer:
With AI and especially agents, we are almost at a point where we can reinvent entire processes and workflows and how we allocate our most valuable resources, time, our employees time.
And that is both a strategic mandate for everyone and at the same time, the efficiency gains that we see from AI are deeply into this operational category. So we can amplify, we can augment, we can fill capacity gaps in our talent pool. You know, there's just so much rich opportunity there that's tied directly to ROI.
Every employee becomes an AI manager
Christine Calhoun:
So tell me a little bit about how it's benefiting the people?
Julian Kramer:
So we believe that the work changes. I always have this analogy like, oh, using software is like being a blacksmith, doing everything on your own with a little hammer and your little anvil. And then now that GenAI came along, we turned blacksmiths into machinists, right? You're still operating the machine, but you do it with much more force and much more speed. And with the advent of agentic AI, we're getting to a place where the employees are supervising virtual employees. So every individual contributor actually becomes almost like an AI manager in that sense. So you can do multiple things at once.
Real-time data becomes the engine of the customer journey
Julian Kramer:
The fascinating thing about what we call the data-driven operating model and then the real-time aspect of it. It integrates all the sort of typical marketing stages and product development. And this is all done from a centralized view of the customer journey. It's rare that you combine marketing and product development in one strategic framework and with real-time data, you can actually look at like, oh, we brought that many people into the funnel. Typically that X amount dropped out, but then somehow here in product or in the experience or in the loyalty phase, something went wrong and we're losing people. What is the team that knows best how to solve these problems think and how can we solve these problems together? That's what the real time data-driven operating model is for us.
Experimentation is the new competitive edge
Christine Calhoun:
What capability should telcos adopt first to turn AI driven personalization into measurable customer value outcomes?
Julian Kramer:
It's two things, and both have revolved around curiosity and experimentation with all these new AI tools. Right now, we see that people stop playing around with these tools and sometimes they work for them, sometimes they don't.
But the pace of innovation is so fast. So experimenting with these capabilities that continuously expand becomes really critical. As a leader, you need to now role model experimentation and curiosity and experimentation to get people to adopt all these amazing new technologies. And if something doesn't work, encourage people to try again in a month's time, right? To just get into this experimentation mindset. And I know a lot of companies’ experimentation, entrepreneurship is sort of like a difficult, a fine line to walk within a large corporate structure. But again, these are the skills you need for your employees for the future. And the more you can role model them as a leader to actually embrace this change in the rapid pace of development, the better you are set up for the future and all the next opportunities as this technology matures.
What makes Infosys-Adobe partnership powerful?
What I love about Infosys and working with telcos is telcos are such enablers through connectivity. And what Adobe brings to the table in this partnership is, first of all, the marketing and communication side of things, helping ultimate that personalized customer experiences and journeys, give a really good customer experience to millions of people because everybody wants to be connected and telcos are the gateway to do that. And that's the strengths of our partnerships, helping to build the operational model, helping scale through agents, through automation and just providing better services, better communication. And that's where we have a good role to play. And this is why this partnership is really, really powerful.
