Videos
AI Accelerates Content at Scale While Protecting Brand Authenticity at Adobe
Insights
- Content volume is expected to grow five times over by next year, raising the stakes for brand governance and quality control.
- Most CMOs don't know their brand's current visibility benchmark, especially as search shifts from SEO to GEO.
- Unifying data across platforms lets brands move faster on content while keeping it authentic and on brand.
How can brands keep pace with soaring content demand without losing control of their brand voice?
Claire-Louise Green, Vice President of Enterprise Marketing at Adobe, discusses how brands can scale content responsibly while protecting trust and authenticity in an AI-driven marketing landscape.
Claire-Louise highlights three critical shifts:
- How brands need a clear benchmark of their current visibility before they can scale content with confidence
- How governance and cultural relevance keep AI-generated content authentic, rather than adding to the flood of generic "AI slop"
- Why building a unified data foundation now, instead of waiting for perfect conditions, is the fastest path to scale
Claire-Louise describes marketing as living through its own renaissance, a moment when the pressure on CMOs has climbed sharply alongside the opportunity in front of them. At Adobe, her EMEA team treats itself as customer zero, testing tools internally before rolling them out to clients. That approach cut a campaign build from three weeks to three days, giving teams room to focus on creative and strategic work instead of production logistics. Claire-Louise points to Adobe Coworker as an emerging favorite, a tool that connects agents across workflows so teams can spot trends and act on them with measurable results. She encourages CMOs who feel their data isn't ready to start building the foundation now, rather than waiting for the moment to feel perfect. For marketers navigating this shift, she sees a culture of fast experimentation as essential to keeping pace.
This interview was recorded at the Cannes Lions 2026 as part of a partnership between Infosys Aster and the Association of National Advertisers. Click to learn more about the ANA and the Global CMO Growth Council.
Skyler Mattson:
Good afternoon from the gorgeous south of France. We are at Cannes Lions 2026, speaking with leaders driving innovation in marketing. I'm so pleased to be joined by Claire-Louise Green, VP Enterprise Marketing at Adobe. Welcome, Claire-Louise.
Claire-Louise Green:
Hi, Skyler. Nice to see you today.
Skyler Mattson:
So nice to see you. I have to say, when you lean out and look up, you see a lot of Adobe here. Adobe has a huge presence, and I'm sure this is such an exciting conference for you to be at. I'd love to just start with a little more about your role, which I know encompasses a ton, but go for it, and then we'll dig in.
Claire-Louise Green:
My name's Claire-Louise Green. I look after Adobe Enterprise, as you said, for EMEA. And you're right, our presence here at Cannes Festival is the biggest we've ever done. We are everywhere. We've got a lot of partnerships together. My role is really about helping brands to do brand visibility, help them scale content, and have customer engagement. And also, how do they have an impact and a return on investment of when they do that?
Skyler Mattson:
Ah, yes. Let's start with visibility. That's sort of step one, and there've been some interesting conversations around who brands are targeting today. There is their end customer, but now there seems to be sometimes an agent in the middle, and many people are going to a chat or a Claude as their first search engine. How do brands need to be thinking about visibility? And how is Adobe helping them realize what they're hoping to accomplish?
Claire-Louise Green:
That's a great question, Skyler. A lot of CMOs I'm talking to, our first question we ask them is, "How do you think your brand is showing up today?" Not many of them actually know where their benchmark lies, especially with the world of SEO to GEO. So we're helping brands really understand their benchmark, and then how to amplify and scale their brand, but in a safe and governed way. And we want to make sure they're commercially safe, in terms of the brand content they're producing. But also, the speed of what they need to create has intensified so much. In fact, a bit of a data stat for you, Skyler. By next year, the content will increase by 5X. So five times more content.
Skyler Mattson:
Wow. That is hundreds of thousands of assets. And there is so much already.
Claire-Louise Green:
I know. I know. But you have to, that leads us into brand visibility and brand governance. How do you make sure that content at scale is on brand, it's on point, it's got the latest creatives? And that's really where Adobe is coming into play to help brands amplify, but also make sure they've got the guardrails in place.
Skyler Mattson:
It's great to hear that because I haven't heard from other partners that I've been speaking with around this understanding of how your brand's really showing up. When you're helping CMOs uncover that truth, are they sometimes surprised? Is their brand sometimes showing up in ways that they didn't expect? With five times more content, everybody can put out content around a brand that maybe isn't from the brand itself. Is there, are you running into that "Oh, no" moment with CMOs, where they feel like their brand has gotten a bit out of their hands?
Claire-Louise Green:
Yes, and I don't want CMOs to be in fear of what they do know, what they don't know. The rapid pace of being a CMO and what our ability to cover, and our position within the company has changed dramatically. I'd say it's like a marketing renaissance time. As we're in France, I thought I'd add the marketing renaissance. And why is it that? Because CMOs have a lot to grapple with right now. With that content, with that scale, with that visibility, how do they do that within a governance, and really drive that content through the process?
Skyler Mattson:
Yep. Let's talk about that governance. Because we get it. Volume is key. Speed and scale is key. There are a lot of tools that allow brands to create content more quickly now. But then what? Talk to me about how Adobe is helping on the governance side.
Claire-Louise Green:
What we do is we make sure all the content and the assets for the brand, for example, I look after Europe, Middle East, and Africa. All our clients who are globally led, need to make sure that content is right for the country. So whether you're in Cannes, you might want a beach theme.
Skyler Mattson:
This cultural resonance.
Claire-Louise Green:
And the language as well, and the sentiment. And we can help them do that within the guardrails of brand compliance which is so important when you're trying to produce five times more content, how do you do that with making sure that the parameters that you set as a brand stay true and authentic to you as a brand, and what you're trying to convey? Rather than you get the AI slop that we've been talking about quite a lot.
Skyler Mattson:
AI slop. This is a phrase that is being repeated over and over because garbage in, garbage out.
Claire-Louise Green:
And it's the Wild West on the worldwide web. It really is.
Skyler Mattson:
And I think that is so important. On the data side, I sometimes hear a CMO say, maybe our data's not ready. We don't have everything we need to make informed decisions. We don't have enough to give AI to create on our behalf. What do you say to CMOs who are grappling with data readiness to jump in?
Claire-Louise Green:
I'd say start now. If you haven't done it already, the time is now. Let's build it. Let's work together around building the foundation, bring it together, and then using Adobe technology, we can pull the pieces together so it's stitched across the platform. Using our AI platform really taps into all your data sources, to make sure it is structured in a way that helps you scale, it helps you show up, and it helps you have that authenticity out to your customer.
Skyler Mattson:
That's right. Okay, so we've talked about the data foundation. We've talked about visibility, showing up, seeing what your brand is really like out there. Let's talk about measurement now.
Claire-Louise Green:
Oh, yes. Yes. Showing the value.
Skyler Mattson:
Showing the value. Tell me more.
Claire-Louise Green:
That is what customers want to see is, I believe it. I need to see it. I need to feel it. How does it show up? I tell you, we drink our own champagne or Aperol Spritz here, in Cannes. At Adobe, we are customer zero. So me and my team in EMEA are using Adobe technology, and we were going from a campaign build from three weeks now to three days.
Skyler Mattson:
Wow.
Claire-Louise Green:
And what we didn't do is do more, but what we did is focus on making sure the creative, the content, and the ability for the teams to have that spare time back to be more creative, more strategic. So that's helped us initially, and then we're rolling that out to our customers as well.
Skyler Mattson:
Yes. Drinking your own Aperol Spritz. I am sure you love all of your children equally, but do you have a favorite Adobe tool?
Claire-Louise Green:
Right now, I'm really excited about brand visibility, and we talked about that. How do brands show up? How do we help support them in their visibility? And how do we really amplify them across all the channels? That is something that no one's really touching right now, and Adobe is first out with that.
Skyler Mattson:
Yes.
Claire-Louise Green:
I can't just say one. I have to say another one, which is Adobe Coworker. So you have all your agents, which is beautiful, but how do you get your agents to talk to each other? So Coworker, it sits across and gets all the agents to connect, to stitch together, to help your workflows, to help you identify information, traits, trends, and then you can act on that with real-time impact and measurable outcomes and ROI.
Skyler Mattson:
Wow. Fantastic. I want to close with one question, and this also might be hard to answer with sort of just one idea, but what's inspiring you the most in terms of what AI can do for brands, what AI can do for all of us, even in our own, the ways we work?
Claire-Louise Green:
Yeah. Like the renaissance of marketing. It's a time where marketing has never showed up so strong. The pressure is on, but that's so exciting for marketeers. A seat, not only a seat at the table, the right tables with the right people who are asking us for our advice, for our knowledge, our expertise, and experimentation. Have a go, try it out, and make sure you have a culture of failing fast, and you can apply that across the organization.
Skyler Mattson:
Fantastic. Absolutely wonderful to talk with you, Claire-Louise.
Claire-Louise Green:
Thank you, Skyler.
Skyler Mattson:
Thank you so much for your insight.
Claire-Louise Green:
Enjoy Cannes.
Skyler Mattson:
Thank you.
