Adobe has detailed a range of new features for GenStudio, focusing on scaled content production, improved AI model customisation, and expanded integrations with advertising delivery partners.
The latest updates are aimed at addressing the increasing demand for personalised, on-brand content, a challenge that many creative and marketing teams continue to face as content needs outpace available resources. Adobe is incorporating generative AI and AI agents into core content production workflows, as well as giving businesses the tools to create bespoke generative AI models securely based on their own content.
GenStudio enhancements
Adobe GenStudio now includes new capabilities such as Firefly Design Intelligence, Firefly Creative Production for Enterprise, and GenStudio for Performance Marketing. These build on the platform's aim to reduce the time businesses take to deliver tailored experiences at scale.
"GenStudio brings together best-in-class Adobe capabilities for businesses to remain competitive in an attention-based economy, dramatically shortening the time it takes to deliver on-brand experiences at scale," said Varun Parmar, General Manager, Adobe GenStudio and Firefly Enterprise. "Adobe is the technology partner of choice for global businesses because of our deep expertise in bringing together AI, creativity and marketing workflows, providing a unified platform where teams can assemble, activate and optimize content for any channel-all in one place."
Adobe reports that 99% of Fortune 100 companies have used AI in an Adobe app, and nearly 90% of the top 50 enterprise accounts have adopted at least one AI-first solution, including GenStudio for Performance Marketing and Firefly Services. Brands using Adobe AI-powered offerings include The Coca-Cola Company, dentsu, The Estée Lauder Companies, Henkel, IBM, IPG Health, Lumen Technologies, Monks, The National Football League, Newell Brands, PepsiCo/Gatorade, Prudential Financial, Publicis Groupe, Qualcomm, Stagwell, and Tapestry.
According to Adobe, these organisations benefit by reducing the time to launch campaigns and expanding their creative options, leveraging generative AI and AI agents to enhance workflows and output.
Content production tools
Among the new tools, Firefly Design Intelligence allows large brands to scale brand and design-compliant content globally. Developed through collaboration with The Coca-Cola Company, it employs "StyleIDs"-codified design systems that translate brand guidelines into automated tools for creating layouts, selecting assets, and arranging components within Creative Cloud applications.
Firefly Creative Production for Enterprise adds features such as a workflow builder for reusable production processes, as well as integrations with Adobe Experience Manager Assets and Frame.io for easier import and export of creative assets. Over 20 generative and creative actions have been added, which include object compositing and brand compliance checks.
The Content Production Agent, available in beta within GenStudio for Performance Marketing, uses generative AI to interpret marketing briefs and create content suitable for various channels while adhering to campaign objectives and brand guidelines.
Other updates include Firefly Services APIs, which let companies automate creative workflows at scale. New API features now support functions such as video reframing and object compositing. The Content Authenticity API, available in beta, allows users to include verifiable digital credentials within content to help protect brand integrity.
Firefly Custom Models have also been introduced, enabling businesses to train Firefly on selected images to generate customised, brand-consistent content for specific marketing requirements. These features are now integrated with Firefly Boards for consistent on-brand ideation, and self-service enhancements have been added to support wider team adoption.
Custom generative AI models
Adobe Firefly Foundry enables organisations to collaborate directly with Adobe to create private, deeply-tuned generative AI models unique to their brand, trained on proprietary IP. These models can cover major asset types, including images, video, audio, vector, and 3D, and they build upon Adobe Firefly's commercially safe base models. The aim is to help teams scale brand-consistent content production, launch new customer experiences, and maximise the value of their intellectual property.
Ad delivery partnerships
Adobe has expanded GenStudio's integration with a range of advertising partners. Companies can now assemble, activate, and optimise campaigns automatically across several major platforms. New partnerships and integrations include direct display ad activation with Amazon Ads; campaign measurement and optimisation through Innovid; video ad activation with Google Campaign Manager 360 in Google Marketing Platform; exporting of ads and performance data integration with LinkedIn Campaign Manager; and image and video ad creation and activation for TikTok, complete with performance insights.
With these additions, Adobe aims to provide creative and marketing teams with a unified platform for content production and campaign management. The company's approach combines generative AI, content workflow automation, and extensive platform integration to support businesses as they seek to meet the growing demand for high-quality, on-brand digital content at scale.
