Customer experience is changing rapidly in the era of AI, in large part thanks to agentic tools from tech providers like Adobe. Lara Balazs, chief marketing officer of Adobe, is helping major brands—from Dick's Sporting Goods to Xfinity—understand the common pain points in their customer service workflows that can finally be addressed by AI agents. Balazs spoke with Ad Age about the B2B approach and how she is pitching Adobe's agentic tools to marketers as well as the real opportunities that generative technology can offer today.