Adobe widens AI agents across creative & marketing tools

Adobe has introduced new artificial intelligence agents and creative tools across Firefly, Creative Cloud and GenStudio, extending its Creative Agent into more of its products.

The updates include a broader rollout of the Creative Agent in Firefly and Creative Cloud, preview local MCP integrations for Photoshop, Illustrator, Premiere and After Effects, and the addition of CX Enterprise Coworker to GenStudio for marketing teams.

Adobe also outlined a broader push to place its software inside other technology ecosystems, expanding work with Google and Microsoft and building on existing connectors with Anthropic and OpenAI.

Anil Chakravarthy, President and incoming Chief Executive Officer at Adobe, framed the announcement around rising demand for content across formats and channels.

"We're powering a new era of creativity where creative professionals and creators at every experience level have the tools, models and agents they need to bring their biggest ideas to life and stand out with work that reflects their unique taste, style and vision," said Anil Chakravarthy, President and incoming Chief Executive Officer at Adobe.

He added: "With demand for content growing across every format and channel, we're delivering new innovations across our product portfolio that expand how creative work happens and put the power of Adobe's tools within reach for even more creatives."

Firefly changes

At the centre of the consumer and professional product updates is Firefly, which Adobe described as an AI creative studio that brings together video, audio, image and design tools, access to a range of third-party models, and the company's Creative Agent in one place.

New additions include Firefly Video, aimed at building stories and assembling video projects, and Firefly Design in beta, a design editing space that combines illustration, image editing, animation, 3D and print on a single canvas.

Adobe also introduced Firefly Graph in beta for building repeatable workflows and Firefly Builder in private beta for generating interactive prototypes such as websites, presentations and apps using natural language prompts.

The Creative Agent will sit behind the Firefly AI Assistant in beta, adding features including customisation, Plan Mode and Model Selector. Adobe also previewed always-on agents that can continue background tasks such as organising assets, checking quality and preparing material for different channels.

Creative Cloud tools

Across Creative Cloud, Adobe is expanding its AI Assistant in Illustrator, Premiere, InDesign, After Effects and Frame.io, allowing users to direct multi-step tasks in natural language.

The local MCP integrations in preview are intended to let users instruct third-party agents to make changes directly to local project files while keeping layers, sequences and compositions editable.

Adobe also listed product-specific additions including Relight and Generative Restyle in Photoshop, Colour Mode in Premiere, Open Eyes in beta in Lightroom and Co-editing in beta in InDesign. New image models from Topaz Labs, Wonder 4 and Image HDR are also being added for upscaling, denoising, deblurring and sharpening.

Enterprise focus

For business users, Adobe is adding CX Enterprise Coworker to GenStudio, its content supply chain product for marketing and creative teams. The tool is designed to manage campaign planning, creation and activation through a conversational interface that coordinates AI agents and workflows.

Adobe is also expanding Brand Intelligence, which is intended to learn and enforce brand standards, with Intelligent Reflow so teams can adapt designs to new sizes and layouts. The technology is also coming to Photoshop, Illustrator and InDesign.

Another addition is Ideation Space in Workfront, a collaborative canvas that combines ideas from marketing and creative teams with performance data and other context gathered by Coworker to help structure campaign briefs.

The enterprise package also includes Firefly 3D Digital Twin, which Adobe said can create 3D replicas of products so teams and AI agents can alter labels and materials and generate product images without a new physical shoot for each change.

Platform partnerships

Outside Adobe's own applications, the company is extending access to its tools through software partnerships. With Google, Acrobat is being made available in Google Workspace, while connectors for Gemini and Gemini Enterprise are being expanded to include Acrobat and additional creative tools.

Adobe will also bring its creative tools to AI Mode in Google Search, continue providing access to Google image and video models in Firefly, Photoshop, Adobe Express and Premiere, and explore editing features for Photoshop with Google DeepMind.

Its work with Microsoft includes beta versions of Photoshop, Premiere, After Effects and Substance 3D Painter for Arm-based Windows PCs. Adobe Express creation tools are also set to be integrated into Microsoft Photos on Windows.

The broader strategy suggests Adobe is trying to keep its software central to creative and marketing workflows as generative AI features spread across both specialist design products and general workplace platforms. It is also moving to let customers use Adobe tools alongside outside models and third-party agents rather than only within Adobe's own applications.