Adobe has partnered with NVIDIA to accelerate AI-powered creation, production and personalisation across creative and marketing workflows. The partnership has focused on developing the next generation of Adobe Firefly models along with agentic workflows aimed at improving content creation, campaign production and marketing operations.
The companies have combined Adobe’s creative and marketing platforms with NVIDIA’s computing technologies, AI libraries and models to support growing demand for content and the increasing use of generative AI in marketing and media workflows.
Adobe has used NVIDIA’s accelerated computing technologies and libraries to build the next generation of Firefly foundational models. These models have been designed to provide greater precision and control for creative work and marketing pipelines, while supporting high-quality interactive content creation.
The collaboration has also explored agentic creative and marketing workflows that automate elements of content development and campaign production. Adobe has evaluated NVIDIA Agent Toolkit software and Nemotron open models to support long-running AI-driven processes within marketing and creative environments.
As part of the partnership, Adobe has launched a cloud-native 3D digital twin solution in public beta. The solution has created virtual replicas of physical products that function as persistent digital identities for marketing and commerce use cases. Built with NVIDIA Omniverse libraries, the system has enabled brands to generate consistent product imagery, configurable 3D product experiences and virtual try-ons across channels.
Adobe has also integrated NVIDIA infrastructure, AI libraries and models into several of its platforms, including Adobe Acrobat, Photoshop, Premiere Pro, Frame.io, Adobe Firefly Foundry, Adobe GenStudio and Adobe Experience Platform. These integrations have aimed to optimise AI-powered creativity, productivity and customer experience orchestration.
The companies have also aligned around enterprise AI deployment. Adobe Firefly Foundry has integrated NVIDIA computing technologies to support enterprise-grade custom AI models designed to generate commercially safe content using proprietary brand or franchise assets.
Both companies have also worked on a joint go-to-market strategy intended to expand enterprise adoption of these AI capabilities globally.
“Content creation is exploding, and our partnership with NVIDIA is grounded in a shared vision to reinvent creative and marketing workflows with the power of AI,” said Shantanu Narayen, chair and CEO of Adobe. “As AI transforms how marketing teams and media and entertainment studios work, Adobe and NVIDIA will bring together our Firefly models, CUDA libraries into our applications, 3D digital twins for marketing, and Agent Toolkit and Nemotron to our agentic frameworks to deliver high-quality, controllable and enterprise-grade AI workflows of the future.”
“AI is giving every industry the ability to redefine what’s possible,” said Jensen Huang, founder and CEO of NVIDIA. “For more than 20 years, NVIDIA and Adobe have partnered to push the boundaries of design and creativity. Today, we are taking that partnership to a new level — uniting our research and engineering teams to accelerate Adobe’s beloved applications with NVIDIA CUDA and jointly build state-of-the-art world foundation models that reimagine creativity and transform customer experiences.”
