AMA: Adobe Head of Product Marketing (APAC), Jeremy Wood on AI and Product Marketing

I think the main thing here is being front and center around your AI Ethics and Integrity strategy. At Adobe we've always been very forthright in being out front talking about AI Ethics and our commitment to our customers around things such as data privacy and governance etc. Content Credentials is a great example of how seriously we invest in this as is our commitment to driving the Content Authenticity Initiative (with more than 200 member companies, agencies, developers, creators etc globally ...Read More

There's so much changing/being released these days to do with AI so first and foremost it's nearly impossible to keep up so my caveat might be I'm sure we're far from doing the 'best' with all the tools that are out there! That being said personally I've seen a ton of value leveraging AI for research, content building (for presentations), competitive intelligence, and overall using it as a sounding board for a number of things from messaging to pricing and packaging! Day to day I leverage it qui ...Read More

As I've mentioned in a few other responses, right now a lot of AI usage is somewhat silo'd so the broader team(s) aren't getting the benefit of sharing and having more people doing the same thing. I think because the technology is moving so quickly and we're all so busy, people are forgetting to come out of their silo's and share how they are leveraging AI more effectively. In our business we've started to establish forums where folks across the business can share tips'n tricks and host Q&A' ...Read More

I think the sky is the limit really! I suspect you're really only limited by what your companies policies might be (some companies have black boxed versions of AI tools such as ChatGPT and don't allow you to use anything else.) Right now I think the biggest opportunity (whether met or missing) is the knowledge transfer and sharing of tips'n tricks which are possibly slowing down further and more advanced adoption. I've been to a few industry events where other PMM's have shared how they leverage ...Read More

I think there's general best practice around this being developed and refined every single day right now! This is whats making broader adoption so tricky as most IT departments are being bombarded by requests and/or trying to mitigate security/privacy concerns etc. I think there's some middle ground to allowing access to vetted tools (think of enterprise-grade AI tools such as CoPilot) within a secure environment (a lot of companies are using black box versions that are limited to learning from ...Read More

Thats a really tough question to answer and I'm not sure I have a super concrete response however similar to some of my other responses, I do believe in the productivity booster components that AI brings. If I can build out a messaging framework or a pricing and packaging POV in a fraction of the time prior to AI helping, that allows me to be 'in market' much quicker overall. It also allows me to iterate much more quickly helping stay optimised with everything from assets to messaging to competi ...Read More