Implementing Agentic AI for Operational Success

Every year, conferences like Adobe Summit flood marketers with new product announcements, but the harder question isn't what's coming; it's whether your organization is set up to use it. On this episode of Pure Signal, hosts Ryan Medellin and Kevin Erickson sit down with Todd Schwarz, Credera's Global Digital Platform Lead, to talk through what Adobe Summit revealed about where enterprise marketing is actually headed.

Todd shares his thinking on closing the gap between roadmap announcements and day-to-day execution, why organizing your people for omni-channel is harder than adopting the technology itself, and how agentics are reshaping what marketers can realistically take off their plates. You'll also hear his take on why AI won't displace marketing jobs and what it will free them up to do instead.

For CMOs and marketing technology leaders trying to move from conference inspiration to real business impact, this episode offers a grounded look at what it takes to execute. Curiosity and boldness aren't soft skills right now; they're operational requirements.

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Quotes

“ The brands, the customer experiences, and the businesses that are going to win are the ones who are going to be laser-focused on that customer experience. They're going to be laser-focused on meeting the customer in the moment that matters, in the context that matters, at the time that matters.” - Todd Schwarz

“ The fundamental thing that clients truly are struggling with, with all of this advancement in marketing technology and certainly AI, is: How do I organize my people? How do I get the most out of my operating model?” - Todd Schwarz

“I sort of fall in the camp where I believe, as more and more of this AI lives in and outside around these platforms, it's not going to displace jobs. It's actually just going to enhance people's ability to go deliver more and faster and be more productive.” - Todd Schwarz

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Time Stamps

00:00 Intro

00:46 Today's topic: Agentics, operating models, and lessons from Adobe Summit

02:30 Maintaining momentum after a conference

04:00 Agentic AI and how it's reshaping org design

09:42 When vendor roadmaps meet client reality

12:38 How strategy and delivery leaders collaborate

21:41 Meeting customers in the moment with authentic personalization

27:06 Building a curiosity culture across global delivery teams

35:08 Bridging the gap between leadership vision and frontline teams

41:42 Closing thoughts

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Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Ryan Medellin

• Todd Schwarz

Learn more about Credera