Artificial intelligence is no longer an experiment for most businesses. The question now isn't whether AI matters, but how organisations can use it to improve productivity, create better customer experiences and grow faster.

Sean Aylmer speaks with Ben Goodman, President of Asia Pacific at Adobe, about how businesses are moving beyond the AI hype cycle and focusing on real-world outcomes. Ben explains how AI is transforming creativity, marketing and productivity, why organisations are increasingly using AI as a co-pilot rather than a replacement for people, and how companies can balance personalisation with trust.

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