Adobe brings AI deeper into content workflows

Adobe is embedding generative AI and AI agents directly into content production workflows, the company announced today, aiming to streamline experience delivery through integrations with Amazon Ads, Google Marketing Platform, Innovid, LinkedIn and TikTok.

Announced at the Adobe MAX creative conference, the updates include expanded functionality for Adobe GenStudio. The enhancements aim to address a major challenge facing creative and marketing teams: the insatiable demand for content.

What’s new in Adobe GenStudio?

Adobe Firefly Creative Production for Enterprise expands the Firefly web app’s ability to quickly resize and reframe thousands of assets. New enterprise-grade capabilities include a workflow builder for creating reusable production workflows; integrations with Adobe Experience Manager Assets and Frame.io to streamline asset import and export; and more than 20 generative and creative actions, including object compositing and brand checks.

Adobe’s Content Production Agent is now available in beta within GenStudio for Performance Marketing. The AI-first app helps scale production of on-brand ads, emails and other assets. The agent interprets marketing briefs and automatically generates content tailored to different channels, aligned with campaign goals and brand guidelines.

Adobe Firefly Services APIs now support video reframing and object compositing, while the new Content Authenticity API (beta) embeds verifiable digital credentials to help protect brand integrity at scale.

Teams can automatically assemble, activate and optimize experiences across major advertising platforms via GenStudio for Performance Marketing. New and expanded integrations include:

• Amazon Ads: Activate display ads directly (generally available now).
  
• Innovid: Activate and measure display campaigns with performance insights (in beta).
  
• Google: Activate video ads via Google Campaign Manager 360 (Coming soon in beta).
  
• LinkedIn: Export video and image ads directly to Campaign Manager and use performance data to optimize assets (generally available now).
  
• TikTok: Create and activate image/video ads across the platform and access performance insights (in beta).

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Adobe to help brands develop unique AI models

Adobe also introduced Firefly Foundry, a service that allows businesses to work directly with Adobe to create generative AI models customized to their brand. These proprietary models are trained on the company’s own IP and are built on top of commercially safe Firefly models.

Firefly Foundry models support all major asset types, including images, video, audio, vector and 3D—accelerating content delivery for brand campaigns, performance marketing, media production workflows and more.