FY26 AI Strategy Insights

The agentic AI era has arrived, and for CMOs, the question is no longer if to adopt, but where to deploy first. In this interview, Duncan Egan, vice president of enterprise marketing for APAC and Japan at Adobe, outlines the strategic roadmap for FY26, focusing on shifting from tactical AI experimentation to a robust, integrated journey that covers everything from website conversational interfaces to real-time campaign orchestration. You’ll learn why your data foundation is the ultimate competitive advantage and how Adobe is using its own marketing team as a laboratory to refine tools that swap creative assets mid-flight for maximum engagement. Turn the fear of automation into a masterclass in efficiency, ensuring your brand stays relevant across every customer touchpoint.