From Adobe x Forbes | The Future of Creativity & Marketing with Gen AI | Adobe · · Adobe
“If we get really down to brass tacks, it's about cost savings and revenue augmentation. And here's what I mean by that. At the end of the day, one thing we've seen time and time again is that increased personalization drives increased engagement and drives the business.”
On , David Wadhwani, President of Digital Media Business at Adobe Inc, spoke about generative AI during Adobe x Forbes | The Future of Creativity & Marketing with Gen AI | Adobe on Adobe.
At the Adobe Summit 2026, David Wadhwani stated that "creativity and marketing are being reshaped by AI" and that Adobe believes "creative control is more important than ever before." He described the current moment as a "true inflection point" and said that through attendees' vision, they "could shape technology in service of your community." Wadhwani introduced Rachel Thornton, Adobe's chief marketing officer for the Enterprise division, during the day two keynote.