Observed Signal · May 14, 2026 · Publication · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Adobe's Greg Collison Publishes Practical AI Framework
Adobe Advertising announced that Greg Collison, Head of Product at Adobe Advertising, published a CMO Alliance article titled “A Framework for Practical AI in Advertising.” The article (published via MarTech Series on May 14, 2026) distinguishes three AI categories—predictive AI, generative AI and agentic AI—and explains how they each contribute to campaign performance, creative production, and workflow automation. Collison argues marketers should evaluate platforms by the strength of their predictive systems and data foundations before adopting agentic automation, and encourages practical tests such as using organic site traffic to train models, testing multiple DSPs, and experimenting with generative creative variants.
Vendor thought-leadership clarifies AI categories and practical evaluation criteria for marketers; informative but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Adobe Advertising announced the publication of a CMO Alliance article by Greg Collison titled "A Framework for Practical AI in Advertising."
- Greg Collison is identified as Head of Product, Adobe Advertising.
- The article defines three AI categories relevant to advertising: predictive AI, generative AI, and agentic AI.
- Publication date on MarTech Series is May 14, 2026 (per page metadata).
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