Adobe has a new power player to market its latest artificial intelligence tools: Shaquille O'Neal.

At its annual summit in Las Vegas last week, Adobe had the basketball legend introduce several in-development tools, all aimed at helping marketing teams harness the power of generative AI. Using the basketball star as an audience surrogate, Adobe analytics and data science evangelist Eric Mattisof walked Shaq through a sneak preview of in-the-works generative AI-powered solutions to common marketing and branding problems, such as crafting a campaign playbook, keeping content on-brand, and producing infographics.