If AI makes the cut, who directs it?

Adobe's June Creative Agent expansion is a good Agentic Media case because it moves AI from "make me one asset" toward "carry out this production workflow." Adobe says its creative agent now powers Firefly AI Assistant and public-beta AI Assistants in Premiere, Photoshop, Illustrator, InDesign, and Frame.io. 1 2

Card 2 is the practical shift: Adobe describes assistants that can organize source media, batch rename clips, identify interview questions, assemble a starting cut, resize assets, organize layers, generate versioned files, run preflight checks, apply brand updates, and surface feedback across revisions. 2 3

The Agentic Media angle is not "AI makes content." It is that media software starts taking a goal, planning steps across tools, and returning editable production work. Content+Technology framed the launch as AI workflow automation across Firefly and Creative Cloud, with Firefly adding brand kits, short product videos, Quick Cut, storyboard-to-video, Elements, and Projects. 4

The hard question is governance. BCG's 2026 CMO survey says 42% of CMOs still use GenAI only for discrete human-assisted tasks, just under a third have moved to agent-led workflows, and about 8% run campaigns where multiple agents operate autonomously. The same report points to brand, legal, privacy, data security, implementation, and upskilling as operating-model work that has to catch up with the tools. 5

Reddit question: which creative tasks would you actually hand to an agent first: first cuts, brand kits, preflight checks, campaign variants, or none of the above?