AI-Powered Transformation: Reimagine the Creative Enterprise

At CES 2025, industry leaders from Meta, Adobe, NVIDIA and AWS convened to discuss the future of AI in creative enterprises. Moderated by our Chief Innovation Officer, Henry Cowling, the panel explored gen AI’s role in transforming workflows, breaking organizational silos and unleashing the potential of data and creativity. For those unable to attend, the full session is accessible below, along with key insights from the discussion.

“It’s critical that organizations move from being static and siloed to becoming more fluid. The key isn’t just adopting AI but organizing your teams in an organism mentality.”

— Jimmie Stone, VP, Creative Shop at Meta

Tackling the pressure to do more with less.

Today, brands are being asked to do far more with the same—or even fewer—resources. Varun Palmer, General Manager at Adobe Gen Studio, captured this challenge perfectly: “There is a need for 5x more content in the next two years. But I don’t know any CMO with a budget that’s increasing five-fold.” 

Enter the indispensable role of generative AI. It offers not just cost-effective scalability but also operational efficiencies that make it possible to meet rising demands. Adobe’s own marketing workflows reflect this promise, with their team now generating billions of emails annually using generative AI, delivering faster and more personalized experiences without sacrificing quality.

Jimmy Stone, who is VP, Creative Shop at Meta, emphasized the shift required for creative teams, encouraging brands to evolve from relying on singular big ideas to embracing systems of ideas. Fueled by AI, this approach enables diverse campaigns that adapt to the speed of culture, delivering relevant content at the right moment and scale.

Building an organization fit for an AI era. 

A recurring theme throughout the panel was that AI alone is not the solution—it’s how organizations prepare themselves to integrate it. Generative AI holds vast potential to unlock data insights, enhance creative workflows, and drive efficiency, but rigid, siloed structures within enterprises are a significant barrier to success. NVIDIA’s Director of Data Science for Media & Entertainment, Bianca Pryor, emphasized this point, calling on brands to break down internal silos and unify scattered datasets across marketing, IT and sales.

“The future of machine learning and AI is in experimentation. You’re sitting on a treasure trove of data—now’s the time to get down and dirty with it, running models, creating insights, and accelerating workflows.”

— Bianca Pryor, Director of Data Science for Media & Entertainment at NVIDIA

AWS’s Worldwide Strategy & Business Development Leader of Monetization, Chris Ziemer, reinforced this approach, noting that a strong foundation of integrated data infrastructure—combined with AI—enables companies to adapt quickly and scale creative and operational efficiencies.

Ultimately, brands must evolve into dynamic, collaborative organisms. This shift demands more than embracing AI—it requires rethinking internal workflows, encouraging cross-team collaboration and unlocking innovation at every level. To learn more about how to make this shift, watch the full session for deeper insights.