Adobe, NVIDIA deepen AI alliance to reshape creative and marketing workflows

Adobe and NVIDIA on Tuesday announced a partnership to build the next generation of AI-powered creative and marketing tools, indicating a deeper shift toward enterprise-grade generative AI as demand for content and automation surges globally.

The partnership will see Adobe develop its next-generation Firefly models using NVIDIA’s AI infrastructure, including CUDA-X acceleration libraries, NeMo frameworks and other advanced computing tools, embedding NVIDIA more deeply into Adobe’s core technology stack.

What is Adobe building with NVIDIA?

At the centre of the collaboration  is Adobe’s push to evolve Firefly into a more powerful, enterprise-ready AI system capable of delivering higher precision, control and scalability across creative and marketing workflows.

Adobe said it will integrate NVIDIA’s AI technologies across its product ecosystem, including Photoshop, Premiere Pro, Acrobat and its Experience Platform, to enhance content creation, productivity and customer experience tools.

The company is also expanding its Firefly Foundry offering, which enables businesses to train AI models on proprietary data, ensuring commercially safe outputs tailored to specific brands and intellectual property.

What are “agentic workflows” and why do they matter?

Development of agentic AI workflows comes at the core of this partnership. Essentially, agentic AI workflows build systems that can autonomously generate, manage and optimise content and campaigns.

Adobe will explore NVIDIA’s Agent Toolkit and Nemotron models to build long-running AI agents capable of handling complex creative and marketing tasks with minimal human intervention.

This marks a shift from AI as a tool to AI as an active operator within enterprise workflows, potentially transforming how campaigns are produced and executed.

How does the 3D digital twin push change marketing?

Adobe and NVIDIA will also collaborate on a cloud-native 3D digital twin solution for marketing, built using NVIDIA’s Omniverse platform and OpenUSD standards.

The solution will allow brands to create virtual replicas of products that can be used across advertising, e-commerce and immersive experiences, enabling consistent and scalable content production.

“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, 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," he added.

For industries such as retail, automotive and fashion, this could reduce the time and cost involved in generating product visuals and marketing assets.

For Adobe, the tie-up strengthens its position in enterprise AI by combining its creative software ecosystem with NVIDIA’s computing infrastructure.

For NVIDIA, the partnership represents a continued push beyond hardware into software and enterprise applications, embedding its technology within widely used creative and marketing platforms.

“AI is giving every industry the ability to redefine what’s possible,” said Jensen Huang, founder and CEO, 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," he added.

The move also speaks of intensifying competition in generative AI, as companies race to offer scalable, enterprise-safe solutions that address concerns around intellectual property and brand control.