How Adidas Drives Engineering Success, Including With GenAI

“You’re not going to be replaced by a tool or by an AI. You’re going to be replaced by a person using AI.”

As the senior vice president of digital and ecommerce at Adidas, Fernando Cornago has learned that you can’t wait for a technology to be proven before you go for it. After all, like most brick-and-mortars, the top sneaker brand was devastated by the COVID-19 pandemic.

“We don’t know where our consumers will buy from us in a couple months,” Cornago reflected at the Enterprise Tech Leadership Summit. But he’s sure…