From Adobe x Forbes | The Future of Creativity & Marketing with Gen AI | Adobe · · Adobe
“The biggest complaint that most creative professionals have is that only 20% of their time if you're working in a marketing department or for a brand goes into creative. The 80% of the time is variant creation. And so generative will fundamentally change that, increase the amount of content you can create and then get the right content to the right person at the right time.”
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.