Content, Experiences Key Focuses At Adobe Summit

As CMOs take on greater responsibility for AI-driven business outcomes, they must lead changes in how marketing is structured, executed, and measured. This is exposing a gap between what CMOs need and what traditional agencies deliver, creating an opportunity for a new class of partner focused on transformation, not just execution.

New Forrester and 4As research shows that agencies are prioritizing ecosystems that connect data, creative, media, and commerce at scale, with Google emerging as the leading partner. As marketing moves from isolated tools to integrated operating systems, the ability to orchestrate end-to-end workflows is becoming the new competitive edge.