Two of the most influential companies in creative technology are deepening a partnership that goes back more than two decades. Adobe and NVIDIA have announced a sweeping strategic collaboration that touches nearly every layer of Adobe’s product portfolio, from the next generation of Firefly AI models to agentic marketing workflows to cloud-native 3D product experiences. The partnership brings together Adobe’s creative and marketing software expertise with NVIDIA’s accelerated computing infrastructure, open models, and AI libraries in ways that will affect how brands, studios, and enterprise marketing teams create and manage content at scale.
The timing reflects real pressure on creative industries. Demand for content is accelerating across every channel, and generative AI is fundamentally changing how marketing teams and media and entertainment studios operate. Adobe and NVIDIA are betting that the organizations navigating that shift most successfully will be the ones with the most capable, controllable, and commercially safe AI workflows, and they are building those workflows together.
Next-Generation Firefly Models
The most foundational part of the partnership is the development of the next generation of Adobe Firefly models. Firefly is Adobe’s family of generative AI models built specifically for creative and marketing use, designed with commercial safety as a core principle, meaning the content they generate is cleared for commercial use without the intellectual property concerns that have complicated other generative AI tools.
The new Firefly models will be built on NVIDIA’s advanced computing technology and will tap into NVIDIA CUDA-X acceleration libraries, NVIDIA NeMo libraries, NVIDIA Cosmos open models, and NVIDIA Agent Toolkit software. The goal is models that deliver best-in-class creative precision and control for both creative and marketing pipelines, producing the kind of interactive, high-quality output that professional users expect from Adobe’s tools.
Adobe CEO Shantanu Narayen described the partnership as grounded in a shared vision to reinvent creative and marketing workflows with AI, pointing specifically to the combination of Firefly models, CUDA libraries, 3D digital twins, and Agent Toolkit as the building blocks for the high-quality, controllable, and enterprise-grade AI workflows Adobe intends to deliver.
NVIDIA CEO Jensen Huang noted that the two companies have been pushing the boundaries of design and creativity together for more than 20 years, and described the new phase of the partnership as uniting research and engineering teams to build state-of-the-art world foundation models that reimagine creativity and transform customer experiences.
Agentic Creative and Marketing Workflows
Beyond the models themselves, Adobe and NVIDIA are collaborating on agentic workflows that can automate and accelerate content creation, campaign production, and marketing pipelines. Adobe will explore NVIDIA OpenShell and Nemotron open models as the foundation for hybrid, long-running agentic loops that run in a personalized, secure, and cost-efficient environment.
Adobe will also evaluate NVIDIA Agent Toolkit and Nemotron for large-scale agentic workflows powered by Adobe Experience Platform, Adobe’s enterprise customer experience orchestration platform. NVIDIA is providing engineering expertise, early access to software, and targeted go-to-market support as part of this collaboration.
Adobe is also working with NVIDIA on NemoClaw, an open source stack that simplifies running OpenClaw always-on assistants more safely from a single command. NemoClaw installs the NVIDIA OpenShell runtime, which creates a secure environment for running autonomous agents and open source models including Nemotron.
The practical implication of these agentic capabilities for marketing teams is the ability to run AI-driven workflows that operate continuously in the background, generating content variations, personalizing assets for different audiences, and managing production pipelines with significantly less manual intervention than current processes require.
Cloud-Native 3D Digital Twins for Marketing
One of the more distinctive elements of the partnership is the launch of a cloud-native, brand identity-preserving 3D digital twin solution built on NVIDIA Omniverse libraries, currently in public beta. The solution creates virtual replicas of physical products that serve as permanent digital identities for marketing and commerce experiences.
By integrating NVIDIA Omniverse libraries into Adobe technologies and building on the OpenUSD universal data interchange format, the collaboration enables brands to generate consistent pack shots and lifestyle imagery, configurable 3D product experiences, and immersive virtual try-ons all from a single digital product twin. Rather than recreating product visuals from scratch for each campaign or channel, brands can use the digital twin as a permanent asset that generates consistent visual representations across any context.
The solution connects NVIDIA accelerated computing, NVIDIA Omniverse libraries for OpenUSD interchange, NVIDIA RTX rendering, and NVIDIA Omniverse Kit App Streaming for real-time cloud streaming with Adobe’s generative AI and workflow platforms. For marketing teams managing large product catalogs across multiple channels and regional markets, that kind of automation of visual asset creation represents a significant operational change.
Adobe Firefly Foundry and Enterprise AI
Adobe Firefly Foundry is Adobe’s platform for enterprise customers who need generative AI models deeply tuned to their own proprietary brand or franchise content. This is particularly critical for media and entertainment studios that need AI tools that understand and respect specific intellectual property. Firefly Foundry will integrate NVIDIA’s advanced computing and AI technologies to power enterprise-grade custom AI that delivers commercially safe content at scale.
Using NVIDIA accelerated computing, CUDA-X acceleration libraries, and open models, Adobe will deliver faster and more flexible proprietary Firefly Foundry models across image, video, audio, vector, and 3D formats to brands and franchise holders. The commercially safe positioning is important in an environment where many enterprises are cautious about generative AI due to unresolved questions around training data and intellectual property rights.
Product-Level Integrations Across the Adobe Portfolio
The partnership extends into specific product integrations across Adobe’s major applications, and the scope reflects how deeply NVIDIA’s technology is being woven into Adobe’s infrastructure.
Adobe Acrobat will gain NVIDIA Nemotron capabilities to improve the quality of AI-generated output for document intelligence and business productivity applications. Frame.io, Adobe’s cloud content management and collaboration platform, will be accelerated with NVIDIA CUDA to power faster semantic search, generative creation, and intelligent insights across image, video, 3D, and other creative media types at scale. The acceleration covers media decoding as well as AI intelligence, which matters for Frame.io customers managing large volumes of high-resolution video and image assets.
Adobe Photoshop, Premiere Pro, Adobe GenStudio, and Adobe Experience Platform are all included in the scope of AI infrastructure acceleration that NVIDIA will provide across Adobe’s tools. NVIDIA is supplying AI infrastructure, libraries, services, and models to accelerate and optimize every layer of these AI-powered tools across creativity, productivity, and customer experience orchestration.
The Go-to-Market Dimension
Adobe and NVIDIA are also developing a joint go-to-market strategy designed to drive adoption of these AI innovations among enterprise customers worldwide, with Adobe Firefly Foundry as the primary vehicle. That collaboration on the commercial side of the partnership is significant because it means both companies have a shared interest in ensuring enterprise customers can actually adopt and benefit from the technology, not just that it exists and is technically capable.
Why This Partnership Matters
The Adobe and NVIDIA partnership reflects something important about how enterprise AI is maturing. The early wave of generative AI in creative tools was characterized by impressive demos and significant concerns about commercial safety, intellectual property, and integration with professional workflows. The next phase is about solving those problems at the infrastructure level so that enterprises can adopt AI-powered creative workflows with confidence.
Adobe brings commercial safety guarantees, deep integration with professional creative workflows, and a vast enterprise customer base. NVIDIA brings the compute infrastructure, open models, simulation capabilities, and agentic frameworks that make those workflows faster, smarter, and more capable. Together, the partnership addresses both the capability side and the trust side of enterprise AI adoption in creative industries, which is the combination that will determine how quickly these technologies move from early adoption to standard practice across marketing teams and media studios worldwide.