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Rachel Thornton, CMO Enterprise at Adobe, explains why autonomous agents are now an audience marketers have to educate — and why a brand can hold strong SEO metrics and still be invisible at the moment a customer decides. Host Greg Kihlström talks with Rachel Thornton about what changes when an agent, not a person, evaluates your brand. They cover brand visibility across ChatGPT, Claude, and Gemini; what "agent-readable" content actually requires; how brands stay distinctive when agents evaluate on structured, comparable attributes; and how Adobe built Brand Intelligence — a brand ontology with computer visioning and a reasoning engine — so the ten-thousandth generated asset is as on-brand as the first. Thornton also breaks down the global AI skilling deficit inside marketing teams, the LinkedIn partnership Adobe used to close it at scale, and the one thing CMOs should never hand off. ▶ CHAPTERS 0:00 An agent is evaluating your brand right now 2:47 Rachel Thornton's remit across Adobe's enterprise business 3:54 Where marketing, creativity, and AI intersect 4:38 Assistant that narrows options vs. agent that transacts 7:06 What brands haven't priced in: visibility moves to LLMs 8:17 Making your content agent-readable and machine-readable 9:01 When an agent quantifies "luxury": the sameness trap 10:09 Optimizing for the agent and the human who decides 11:43 Keeping human-authored and AI-generated content one brand 12:58 Adobe Brand Intelligence: brand ontology and a reasoning engine 16:06 The global AI skilling deficit in marketing teams 17:45 Scaling training through the LinkedIn partnership 19:58 What CMOs should retain and never automate 22:22 A year out: new use cases, not just scaled production ▶ ABOUT THE GUEST Rachel Thornton is Chief Marketing Officer for Adobe's enterprise business, responsible for global enterprise Creativity & Productivity and Customer Experience Orchestration marketing. She has more than 25 years in B2B technology marketing, with prior leadership roles at Amazon/AWS, Salesforce, Cisco Systems, and Microsoft. Rachel Thornton on LinkedIn: https://www.linkedin.com/in/rhthornton/ Adobe: https://www.adobe.com ▶ LISTEN / SUBSCRIBE Apple Podcasts: https://advertalize.com/r/e1c79f465f56d2c5 Spotify: https://open.spotify.com/show/5a7D5JwYfKIhU8pGH2UJtj?si=CbJ_B2mOQRqBYeVXFmHKxg Full episode playlist: https://www.youtube.com/playlist?list=PL-BawE82qIM1wUjSAWiBXBFS8XdQMGlcW Rate the show: https://aglbrnd.co/r/faaed112fc9887f3 Newsletter: https://aglbrnd.co/r/35ded3ccfb6716ba Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom The Agile Brand Guide: https://www.agilebrandguide.com ▶ RESOURCES & SPONSORS The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Framer is the pro AI website builder for creators, teams, and businesses — visual canvas, responsive layouts, hosting and CMS built in, with enterprise-grade security and 99.99% uptime SLAs. Get started free at framer.com/agile for 30% off a Framer Pro annual plan. Rules and restrictions may apply. Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company The Agile Brand with Greg Kihlström® — enterprise marketing technology, AI & CX. 800+ episodes since 2019. #AgenticAI #BrandVisibility #MarketingTechnology

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