Adobe bets big on GenStudio, AI agents and agile marketing as enterprises move from ‘playground to production’

Adobe

As global marketing undergoes its most rapid transformation in years, Adobe is positioning its AI-led creative tools — including GenStudio and Firefly for Enterprise — at the centre of that shift. In a conversation with Moneycontrol, Varun Parmar, General Manager for Adobe GenStudio and Firefly for Enterprise, outlined how generative AI, workflow automation and “agile marketing” are reshaping the way brands operate.

For Adobe, the future of marketing is defined by two words: speed and intelligence. Speaking ahead of Adobe's flagship event Adobe Max,  Parmar said the biggest focus areas right now are generative AI and agents — autonomous systems designed to assist creative professionals. “Agents are coming in to streamline workflows and help creative professionals work faster,” he explained, hinting at major updates across Adobe’s creative suite, including Firefly and GenStudio.

GenStudio, Adobe’s flagship enterprise tool, is already proving transformative. Parmar described it as enabling “agile marketing” — where performance marketers can create, test and deploy campaigns within a day rather than wait weeks for agency turnarounds. “Time is of the essence,” he said. “When you can move fast, you can start driving real business outcomes — whether that’s new signups, conversions or event promotions.”

While early scepticism existed, Parmar said most challenges now revolve around change management rather than resistance. “It’s about rethinking roles. Who creates what? How do you free up time? We’ve invested heavily in training and reskilling to help teams adapt,” he added. Adobe’s two and a half years of internal learning with its own marketing organisation have helped shape best practices for enterprise rollouts.

In India, Parmar said adoption is growing across both large enterprises and global system integrators like Infosys and TCS. Many partners first used GenStudio internally before extending it to clients in manufacturing and automotive sectors.

Looking ahead, he believes the future of enterprise AI lies in openness. “There’s no one model that will rule all,” Parmar said. “Adobe’s strategy is to combine our best-in-class first-party models with leading third-party ones, integrated into the apps and APIs our customers already use.”

For enterprises, he added, the experimentation phase is over. “Last year was the playground. This year is production. Every company needs to embrace AI — the only question is how far and how fast.”