What does it take to actually integrate #AI into your marketing orchestration? At CES 2026, Rachel Thornton, Enterprise CMO at Adobe, shared a clear lesson on our Marketing Beyond podcast. She says AI is not a bolt-on tool. In her view, the greatest value comes when marketers step back to confirm they have the right data foundation and architecture, then align their teams and processes so adoption sticks. Built on that, AI investments are far more likely to deliver a measurable impact. For more insights from the conversation, jump to the link in our bio to check out the full episode. #DDPodcasts #CES2026