Adobe and Nvidia announce strategic partnership to develop next-generation Firefly models and AI agentic workflows

Adobe-Nvidia

• Adobe and Nvidia partner to advance AI-driven content creation
• Next-gen Adobe Firefly models to use Nvidia's AI technologies
• Cloud-native 3D digital twin solution launched for marketing

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Adobe and Nvidia have announced a strategic partnership aimed at accelerating artificial intelligence-driven content creation, production and personalisation. The collaboration will focus on developing the next generation of Adobe Firefly models while introducing advanced AI-powered workflows designed to transform creative and marketing processes.

The partnership brings together Adobe’s creative and marketing platforms with Nvidia’s accelerated computing technologies, AI libraries and open models. As the demand for digital content continues to grow across industries, the two companies aim to deliver tools that allow creators and enterprises to produce high-quality content faster while maintaining precision and brand consistency.

A major focus of the collaboration is the development of next-generation Firefly foundational models. Adobe will leverage Nvidia’s advanced computing capabilities and AI frameworks such as CUDA-X acceleration libraries and Nvidia NeMo tools to train and deploy more powerful generative models. These models are designed to provide better control and accuracy for creators working across design, advertising and media production pipelines.

The partnership will also explore agentic AI workflows designed to automate complex creative and marketing processes. By integrating Nvidia’s Agent Toolkit and Nemotron models, Adobe plans to build systems capable of assisting with tasks such as campaign development, content generation and production workflows at scale. These AI-driven systems aim to reduce manual work while improving speed and efficiency.

In addition, Adobe is launching a cloud-native 3D digital twin solution for marketing, developed in collaboration with Nvidia. Built using Nvidia Omniverse libraries and OpenUSD technology, the platform will enable brands to create virtual replicas of physical products that serve as consistent digital identities across marketing campaigns and e-commerce platforms.

The solution will allow companies to generate marketing assets such as product images, lifestyle visuals and interactive 3D experiences more efficiently. It can also support immersive applications including virtual product demonstrations and virtual try-on features.

Adobe will further integrate Nvidia’s AI infrastructure into several of its products including Photoshop, Premiere Pro, Acrobat, Frame.io and Adobe Experience Platform. The companies say this integration will help improve performance, expand generative AI capabilities and enable more advanced creative workflows.

The partnership also extends to Adobe Firefly Foundry, which allows enterprises to train custom AI models using proprietary brand assets. By combining Firefly’s commercially safe AI models with Nvidia’s computing technologies, the companies aim to help businesses generate high-quality and brand-consistent content at scale.