Rachel Thornton — CMO Enterprise, Adobe
Published:
Every marketer, every CMO has to think, what does my brand stand for? How do I make sure that comes through in every interaction a customer has? Every brand has to define its brand promise and do the work of understanding the brand and bringing that brand to life so you can scale that promise effectively using AI.
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-marketer-every-cmo-has-to-think-what-does-my-brand-s