Is generative AI on track to become the biggest productivity unlock for marketers since the internet, or will it forever be stuck in endless pilot projects and one-off experiments? Agility requires moving beyond isolated experiments and embracing the systemic redesign of core creative and marketing workflows. It's about building the operational muscle to not just adopt new technology, but to integrate it into the very fabric of how your brand creates value. Today, we're going to talk about what happens after the initial hype cycle of generative AI. We're moving past the novelty of prompting for images and into the far more complex challenge of operationalizing AI at enterprise scale. This isn't just about adding a new tool; it's about re-architecting the entire creative supply chain and redefining the role of human judgment in a world of content abundance. To help me discuss this topic, I'd like to welcome Hannah Elsakr, VP of New GenAI Business Ventures at Adobe. About Hannah Elsakr Hannah Elsakr serves as Vice President of GenAI New Business Ventures at Adobe, where she leads efforts at the intersection of technology, creativity, and marketing. She launched Adobe Firefly Enterprise businesses, starting with Firefly Services for creative automation and Firefly Foundry, Adobe’s GenAI deep-tuning managed service, enabling brands to adopt commercially safe generative AI. Previously, she led Corporate Development and served as Chief of Staff to Adobe’s CEO and Chair, Shantanu Narayen. Hannah is also Board President for the Adobe Foundation, which creates positive change through support for creative and digital literacy, social equity and opportunity, and active engagement in the communities where we live and work. Hannah has experience leading global businesses in ecommerce & marketplaces, consumer products, SaaS, and advisory services. Prior to joining Adobe, she was the Vice President at eBay with P&L responsibility for eBay’s Canada, Latin America, and U.S. Exports businesses as well as business operations. Hannah previously held leadership roles at eBay, Del Monte Foods, Avon Products, McKinsey & Co., and J.P. Morgan.Hannah holds a Bachelor of Science degree in applied mathematics with computer science from MIT and an MBA from Harvard Business School. Hannah Elsakr on LinkedIn: https://www.linkedin.com/in/hannahelsakr/ Resources Adobe: https://www.adobe.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 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