In this episode of Next in Media, I sit down with Sam Garfield, Head of Digital Strategy for CMT Data and AI Platforms at Adobe, to explore how Adobe is quietly becoming the backbone of modern marketing. Sam breaks down how Adobe operates across three core layers: the creative layer (Creative Cloud and Firefly AI), the content supply chain layer (Workfront and asset management), and the data and experience layer (customer data platforms and analytics). Together, these tools form what Sam describes as an operating system for marketers -- a full-stack solution that takes a brand from ideation all the way through activation and measurement.We also dig into the rise of creative intelligence and what it means for brands, agencies, and the future of advertising. Sam unpacks Adobe's Winterberry Group research showing a 23% increase in investment in creative intelligence, and explains why creative can no longer be treated as a fixed cost. We cover how generative AI is accelerating asset production at scale, why agencies are leaning into Adobe's platform rather than building from scratch, and how agentic AI is beginning to appear inside existing workflows. Sam also reveals that traffic to brand sites and publishers is down 40% as LLMs reshape discovery, and shares how Adobe's new LLM Optimizer tool is helping brands regain visibility in a generative search world. Key Highlights🖥️ Adobe's Marketing Operating System: Sam breaks down how Adobe's three-layer platform -- creative, content supply chain, and data -- functions as an end-to-end OS for brands and agencies.🤖 Generative AI and the Asset Scale Problem: Sam walks through the math problem facing global brands -- producing assets across formats, languages, and channels -- and why generative AI is the only scalable solution.📊 Creative Intelligence Is the Next Frontier: Adobe's research with Winterberry Group found a 23% increase in creative intelligence investment -- and Sam explains why understanding why content performs is becoming as systematic as audience targeting.🏢 Agencies Are Building on Top, Not From Scratch: Major holding companies are integrating Adobe into their proprietary platforms rather than building from scratch -- including a recently expanded WPP partnership.🔍 LLMs Are Reshaping Brand Discovery: Adobe's research shows traffic to brand sites is down 40% as AI changes how consumers find information. Sam shares how Adobe's new LLM Optimizer helps brands monitor and improve their visibility inside AI-generated results.⚡ Agentic AI Is Here but Still Early: There is no end-to-end agentic advertising solution yet. Adobe's approach is to embed agentic tools inside existing workflows so teams can get started without overhauling their entire operation.Resources & Next Steps🌐 Explore Adobe's Marketing and AI Solutions🔗 Follow Sam Garfield on LinkedIn🎧 Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps