Opening Workfront keynote at The Skill Exchange NYC 2026
Overview
In this opening keynote for the Workfront track, Rob Haws, Product Marketing Lead for Adobe GenStudio, explores how AI is changing the way enterprise teams plan, create, and deliver content. He explains why orchestration and governance matter more as agents join the workflow, how Workfront acts as the governed foundation for human and agent work, and previews new AI capabilities coming to Workfront.
What you will learn
- The Content Supply Chain Understand the workflow that runs from planning through creation, asset management, activation, and measurement, and why AI raises the stakes at every step.
- Why Context Matters See how missing context causes agents to scale mistakes, keeps content from being activated across channels, and makes it invisible to LLMs.
- Workfront as the Foundation Learn how Workfront provides the shared context, connected workflows, and built-in guardrails that human and agent work depends on.
- What We Are Building Preview Ideation Space, Workfront with CX Coworker, and AI Collaborators, organized around the themes of AI to Ideate, Optimize, and Accelerate.
- Designing the Work Consider why people who understand how work really gets done need to design the processes, context, and governance before AI can do the job.
Target audience
This keynote is ideal for Workfront administrators, project and campaign managers, marketing operations leaders, and creative and content teams preparing for AI-assisted work.
Agenda
- Introduction Welcome and why enterprise work is more than automating individual tasks.
- The Content Supply Chain How content moves from plan to measurement, and where AI raises the stakes.
- Agentic Systems The five components common to agentic frameworks and where Workfront fits.
- Workfront as the Foundation How shared context and governance keep human and agent work accountable.
- What We Are Building A preview of Ideation Space, CX Coworker, and AI Collaborators.
- Closing Remarks Key takeaways and what to build differently when you get back to your team.
At a glance
Series: The Skill Exchange
Role: Admin,Developer,Leader,User