The New Workflow Report
Our Chief Experience Officer, Jonny Goodall, shares his point of view as part of The Drum and Adobe’s The New Workflow report, exploring how teams can work better together in a world of AI-enabled tools, connected documents and increasing pressure to deliver more, faster.
The report looks at a familiar challenge for modern businesses. Work moves through briefs, decks, proposals, insights, contracts, brand guidelines and strategy documents, but too often those materials sit across disconnected tools and systems. Teams lose time searching, summarising, reformatting and realigning, when that energy could be spent making better decisions and better work.
For us, the interesting question is not simply how AI makes workflows faster. It is how it helps teams stay focused, connected and creatively effective at speed.
Jonny’s view is that AI is changing the pace of design and delivery, but not the purpose of it. Brands can now move from thinking to prototyping to production at a speed that would have been difficult to imagine only a few years ago. But speed alone is not the answer.
The real challenge is making sure that every output still feels true to the brand.
As more work becomes automated, assisted and generated across different teams and tools, brands need stronger systems, clearer principles and better guardrails. Not to slow teams down, but to give them the confidence to move faster without creating drift.
That means the role of design is changing too. It is no longer just about crafting individual outputs. It is about designing the conditions for consistency – the behaviours, patterns, systems and decision-making frameworks that help every experience stay connected to the brand, wherever and however it appears.
At Bernadette, this is central to how we think about the future of digital experience. AI can remove friction, accelerate production and unlock new forms of collaboration, but the value still comes from human judgement: understanding the customer, the market, the brand and the moment.
The best workflows will not be the ones that simply generate the most. They will be the ones that help teams make sharper decisions, protect brand distinctiveness and create digital experiences that feel useful, coherent and alive.
Because the future of work is not just faster – It’s more connected, more responsive and more dependent than ever on knowing why you are making something in the first place.
Read the full report from The Drum and Adobe here: https://report.thedrum.com/adobe-the-new-workflow/