New Delhi: Adobe and NVIDIA have announced a strategic partnership to accelerate AI-powered creation, production, and personalization, marking a significant step toward delivering the next generation of Adobe Firefly models and agentic workflows.
The collaboration brings together Adobe’s creative and marketing ecosystem with NVIDIA’s advanced computing, AI models, and software capabilities, at a time when demand for content continues to surge and generative AI reshapes industry workflows.
Through this partnership, Adobe will leverage NVIDIA’s CUDA-X, NeMo, and Cosmos technologies, along with its Agent Toolkit, to build next-generation Firefly models designed to deliver enhanced precision, control, and scalability across creative and marketing pipelines. The companies will also collaborate on developing agentic workflows aimed at improving content creation, campaign execution, and production efficiency.
A key highlight of the partnership is the development of a cloud-native, brand identity-preserving 3D digital twin solution for marketing. Built using NVIDIA Omniverse libraries and OpenUSD, the solution will enable brands to create virtual replicas of physical products for immersive and scalable content experiences.
“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.”
“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.”
The partnership will also extend to integrating NVIDIA AI capabilities across Adobe’s product suite, including Acrobat, Photoshop, Premiere Pro, Frame.io, Firefly Foundry, GenStudio, and Adobe Experience Platform. Adobe Firefly Foundry, in particular, will incorporate NVIDIA technologies to deliver enterprise-grade, commercially safe AI models tailored to proprietary brand content.
Additionally, Adobe plans to explore NVIDIA’s OpenShell and Nemotron models to power scalable, secure, and cost-efficient agentic AI workflows, while enhancing productivity and content intelligence across its platforms.
The companies will also develop a joint go-to-market strategy to drive enterprise adoption of these AI innovations globally, reinforcing their shared commitment to shaping the future of creativity, marketing, and digital experiences.
