Qualcomm to boost marketing with Adobe AI tools & GenStudio

Qualcomm is expanding its partnership with Adobe to utilise Adobe GenStudio, Firefly, and Adobe Express in a bid to streamline its content supply chain and scale marketing content production across global teams.

According to details released by Adobe, the collaboration provides Qualcomm's marketing teams with AI-powered tools to accelerate the creation, adaptation, and performance measurement of digital marketing assets, supporting the company's efforts to deliver personalised content efficiently.

Content supply chain

As part of this initiative, Qualcomm will use applications within Adobe GenStudio, including GenStudio for Performance Marketing, Firefly, Express, Experience Manager, and Workfront. These tools are designed to support the production, localisation, and adaptation of thousands of marketing assets per week for different campaigns and target audiences across varied digital channels.

Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm, commented on the partnership's aims and the role of Adobe's technologies. He said:

Qualcomm has delivered technology breakthroughs that have reshaped industries for over 40 years, and we are in a unique position to power the next era of AI transformation. To meet this moment, we're rethinking how creativity scales - streamlining the content creation process from ideation to execution. Adobe GenStudio will enable our teams to produce high-quality, personalised assets faster and more efficiently, unlocking new levels of productivity and creative impact across the marketing organisation.

Adobe GenStudio's suite is expected to support Qualcomm in meeting rising demands for brand-compliant content, tailoring material for specific markets, and ensuring consistent brand presence.

Personalisation and efficiency

The content production process will be anchored in Adobe GenStudio for Performance Marketing, which integrates generative AI to create, resize, and translate digital assets for a variety of marketing channels. Qualcomm marketers will be able to generate images and videos in line with defined brand guidelines, with performance analytics guiding iterative improvements against key performance indicators.

Adobe Express will serve as a self-service tool across the organisation, giving marketing staff the ability to produce on-brand assets tailored to urgent campaign needs. This platform allows team members to work from approved templates, colours, and fonts, encouraging widespread content production while maintaining brand consistency. Regional and social media teams, for example, will use the tool to create assets for time-sensitive campaigns.

Additionally, Qualcomm is piloting the use of Adobe Firefly, a family of commercially safe AI models. Firefly can be trained on Qualcomm's intellectual property to generate brand-specific imagery, giving marketing professionals greater flexibility while retaining creative oversight.

Workflow integration

Adobe Experience Manager will be further implemented to manage and activate different content experiences, including experimenting with the 'Generate Variations' feature to test messaging and creative options across various customer personas. The aim is to enable teams to quickly adapt content for digital touchpoints, such as Qualcomm's website, using simple text prompts.

The expansion builds upon Qualcomm's existing use of Adobe tools such as Adobe Workfront, which manages task assignment and workflow across marketing and creative teams, and Marketo, which brings customer insights into the content development cycle to enhance targeting and relevance.

Varun Parmar, General Manager for Adobe GenStudio and Firefly Enterprise, explained the challenge and the intended impact of Adobe's solution for Qualcomm. He said:

Achieving personalisation at scale is a major growth lever for businesses, but inefficient content supply chains often slow down an organisation's ability to customise experiences across audiences. Adobe GenStudio uniquely brings together AI, creativity and marketing solutions for Qualcomm to overcome these roadblocks, dramatically increasing output while maintaining a high bar for quality.

Marketing at scale

Qualcomm's adoption of these AI-powered tools is aimed at reducing the time and effort required to produce, adapt, and localise marketing assets while supporting alignment of content with organisational and campaign goals. By connecting workflows and integrating AI-driven applications, the company is looking to enhance both productivity and creative impact throughout its marketing operation.

According to both companies, the approach is intended to offer scalable solutions for content customisation, allowing Qualcomm to respond swiftly to the growing needs of digital audiences and market segments globally.