About Aimee Egan
Aimee Egan, Chief Enterprise Officer at Shutterstock, discussed the role of AI and data in marketing at the Possible conference in May 2025. She stated that AI will play a "massive role" in making content more relevant and improving process efficiency. Egan described a "tension" marketers face in navigating the intersection of rapid technological change, regulatory challenges, and market demand for authenticity. She identified "agentic AI" as a technology likely to have a major impact on creative strategy, but noted that adoption lags behind availability and that how it changes operations is "up to us." Egan also said that Shutterstock uses data from its marketplace and API platforms to inform performance marketing.
In a September 2024 video for DNAngels.org, Egan described a case in which she helped an adopted client identify his biological parents using DNA analysis and non-identifying information. She explained that ethnicity data was used to split DNA matches into two groups, allowing her to identify the client's birth father, who was a first-generation Italian American and the first in his family to attend college. Egan noted that the client was motivated to take a DNA test after a conversation with his daughter about family history and medical information.
Source: AI-verified profile updated from Aimee Egan's recent appearances.
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Transcript (13 segments)
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Interviewer0:00
We are always looking for new ways to make content more relevant, more relevant in geographic markets, more relevant to new groups, to testing. We are constantly using data to understand performance. And so as marketing leaders, as creative leaders, being able to more quickly change content on the fly and really have that easy access to even quickly modifying an existing campaign. So I think that is one area for sure that AI is going to play a massive role. I think the other area is really in the efficiency in process.
Joining me at the speaker corner here at Possible is Amy Egan. She is the chief enterprise officer at Shutterstock. Amy, fantastic to have you here. Thanks for joining me.
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Aimee Egan0:49
Thank you. Great to be here.
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Interviewer0:51
So Amy, tell me what excites you most about being at Possible this year.
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Aimee Egan0:54
Well, we were just talking about the buzz and activity, and I think one of it reminds me of the most the thing that I get most excited about, which is just the connection, new connections and getting to see faces that I do not see very often and just the opportunity to really listen. Things are changing so fast right now that I feel like the most important thing that I do when I am here at events like this and where we have this many folks in marketing, creative, design, business all in one place is just sitting down having conversations about what is on their mind, what they are thinking about, what matters the most. So really connection. That is what I am here for.
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Interviewer1:31
So Amy, tell me what is the biggest challenge creative leaders are facing right now.
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Aimee Egan1:36
I think it exists in the intersection between the onslaught and blow up of the amount of technology available. That has always been true for us as marketers and creative leaders, and it continues to be true today as we think about every single day new announcements, new technology on the AI front. And it is the intersection of that with regulatory and capability-based challenges, as well as sort of a market-based demand for authenticity, connection, real reality in the world of AI. That tension that I am talking to a lot of people navigating right now is how to find their right relationship in that triad of those three things.
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Interviewer2:24
And let us talk about data. So how are teams using data to guide the creative process and where does Shutterstock fit in?
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Aimee Egan2:34
So data is something that I think all of us as marketers and performance leaders are constantly looking for sources to understand what is working, what is not, what is the impact of what we are doing, what is the ROI. I think the two places where data can inform us even more today than maybe it has in the past is one, as you take that intersection of the ability to create content quickly and the ability to have real time information on what is working in your creative assets. So what are people responding to? What are they using? In our case from a Shutterstock standpoint, we are able to actually share information about quality of assets because that can be generative and more traditional content assets. We are able to share, okay, which ones are being used most? Which ones are having that impact? We have so many daily users between our marketplace platforms, our GIPHY platform. So we have this insight and knowledge that is really gold for performance marketing. So that is a place we can help. We can also help in some of the services that we offer. So it is kind of a do-it-yourself or let us help you.
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Interviewer3:47
Okay. And finally, which emerging technologies do you think will have the biggest impact on creative strategy?
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Aimee Egan3:55
So I think it would be really difficult for the answer to that not to be agentic marketing. I think that we are on the precipice of capabilities. I think we have capabilities today that many of us are not leveraging. And so to me, I think the technology that will have the biggest impact is agentic AI in the marketing space. But I think none of us really know today exactly what that is going to look like and how that is going to happen and exactly when it is going to happen. I think there is a big difference between the technology being available and adoption of that technology in how we operate day to day. And when I am having conversations with other leaders in this space, what I am really focused on is we have a co-creation opportunity and I think responsibility in that, where that is going to change how we operate, but how it changes it is up to us.
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Interviewer4:47
All right. Well Amy, fantastic to talk with you. Thank you for joining me here.
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Aimee Egan4:52
Thank you.
