Rachel Thornton — CMO Enterprise, Adobe
Published:
Every brand has to say, 'We have a set of brand guidelines. We know what looks right for our brand.' You have to make sure every asset they build is on brand. What we’ve built with Adobe Brand Intelligence is brand ontology—computer visioning and a reasoning engine that helps ensure everything is on brand so it doesn’t morph over time into slop.
What does Rachel Thornton say on The Agile Brand with Greg Kihlström?
Rachel Thornton, CMO Enterprise, Adobe, says: In this interview Adobe CMO Enterprise Rachel Thornton explains that AI agents are already acting as decision-makers and that marketers must make brands both human-resonant and machine-readable. She outlines practical priorities: ensuring brand visibility in LLMs, codifying brand identity into machine-enforceable ontologies, integrating AI into core workflows rather than bolting it on, and preserving the human-defined brand promise as the guiding anchor.
From: The Agile Brand with Greg Kihlström
Cite as: Rachel Thornton. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/rachel-thornton-every-brand-has-to-say-we-have-a-set-of-brand-guidelines