Code & Theory launches Enterprise Experience practice

Stagwell's Code and Theory has introduced its Enterprise Experience Transformation practice, aiming to advance the content supply chain for businesses by integrating AI within digital and customer experiences.

This new initiative, led by Chief Transformation Officer Cory Haldeman, is described as a strategic expansion catering to the changing market demands. The practice is set to be highlighted at the Adobe Summit, where solutions to enhance GenAI's role in improving customer experience will be presented.

Code and Theory, with over two decades in digital innovation, seeks to turn AI possibilities into tangible business outcomes and improved customer interactions. The company plans to demonstrate its Enterprise Experience System (EXS) framework at the summit. Using a sports team as a case study, they will exhibit how the EXS ensures large-scale experiences surpassing standard engagement levels and explore investment acceleration in Content Supply Chain and Generative AI initiatives.

The firm's presence at Adobe Summit is marked by a Diamond sponsorship, a first for Stagwell's Code and Theory Network. The company will also host a session featuring Carmelo Anthony, a 10-time NBA All-Star, and Kelsey Plum, a WNBA champion, focusing on the intersection of creativity and technology in brand engagement.

Haldeman commented: "Most companies use AI like an intelligent spellcheck — focused on making incremental improvements to existing processes. But true transformation requires reevaluating what's possible. Adobe's approach with Firefly exemplifies this mindset by democratizing creativity. At Code and Theory, we're applying this same transformative thinking across the entire enterprise experience, not just enhancing existing systems but fundamentally redefining how brands connect with customers through AI-powered customer experience."

Dan Gardner, Co-Founder and Executive Chair of Code and Theory, said: "Our relationship with Adobe spans more than a decade, and we look forward to continuing client success through this partnership. As enterprises grapple with unprecedented complexity in their digital ecosystems, we're combining our deep expertise in brand experience with Adobe's powerful technology stack to help unlock the potential of our clients' investment. This isn't just about better creative tools or more efficient content delivery — it's about reimagining how enterprises operate in an AI-powered world and building the foundation for experiences that just weren't possible before."

The new practice by Code and Theory promises to bridge the traditional divides between consulting, systems integration, and creative agencies by promoting a unified strategy that marries strategic vision, technical execution, and creative imagination. The company emphasises the necessity of establishing brand identity and defining objectives before leveraging advanced AI technologies, aiming for more impactful and scalable personalisation.