Let’s face it: the average consumer doesn’t care how an ad campaign is built – whether it came from a top creative director, the latest AI model or an advanced marketing platform. What matters is how seamless, relevant and personalised the experience feels.
According to Adobe’s 2025 Digital Trends report, the brands that deliver on that promise are those combining creativity, marketing execution and AI – not as separate tools, but as a single, unified engine. As Claire-Louise Green, vice president of marketing, Adobe EMEA puts it: “Creativity makes a moment matter. Marketing makes it scalable. AI makes it fast.”
But while 65% of senior executives say AI and predictive analytics will be critical growth drivers this year, only 15% believe they’re actually delighting customers with their digital experiences.
That disconnect, Green argues, comes down to one thing: integration. “If you can’t market in a way that inspires trust, relevance, and desire, it doesn’t matter how advanced your AI tools are… it simply won’t deliver results.”
Creativity at scale – without compromise
Today’s marketing leaders aren’t just chasing volume; they’re chasing value. And that, Green says, requires more than AI alone. It demands a smart fusion of human creativity, intelligent automation and seamless data systems.
The report shows that 53% of senior execs using generative AI say it’s significantly improved team efficiency, with half pointing to faster ideation and content production. But the real benefit, Green says, lies in “better, more impactful experiences.”
Why personalisation still falls short
There’s clear demand for deeper brand connections – 71% of consumers say they want companies to anticipate their needs. Yet only 34% of businesses say they’re delivering. The challenge? Too many still treat creativity, marketing and AI as isolated disciplines.
That’s a problem, because customers don’t engage with brands in silos. They expect every touchpoint – from the first ad to the final checkout – to feel consistent, coherent and considered. But pressure on marketing teams is growing, and content demands are rising. Adobe’s trend report reveals that “78% of senior marketers say they’re expected to drive growth using AI and data – even though content volumes and customer expectations [are] continuing to soar.”
Breaking down silos
For Green, closing the experience gap starts with dismantling structural barriers. “Brands must think bigger than just new tools. They need a new approach: one where data, teams, and technology come together to orchestrate truly connected customer journeys.”
Emerging technologies like agentic AI could play a key role. By supporting cross-functional collaboration and removing workflow bottlenecks, they enable faster iteration and sharper focus – freeing up marketers to do the creative work that matters most.
Trust is non-negotiable
Even the most sophisticated personalisation strategies will fall flat without trust. Adobe’s research finds that while 88% of consumers expect brands to handle their personal data responsibly, only 49% believe those expectations are currently being met.
Responsible AI must be “inclusive, explainable and human-led,” says Green – and brands must ensure their data systems are not just secure, but commercially safe, transparent and compliant.
Crucially, AI should enhance creativity, not replace it. The end goal? Making every interaction count by putting the customer – their needs, values and expectations – at the heart of every decision.
The real marketing advantage
Green's conclusion is simple but compelling: “The future of marketing isn’t AI-powered. It’s creativity-powered, marketing-enabled, and AI-scaled.” And for brands that can strike the right balance, the rewards are clear – deeper engagement, stronger growth and greater resilience in the face of change.
Read Adobe’s 2025 Digital Trends report to discover how your brand can blend creativity, marketing and AI more effectively.