Adobe and Nvidia announced a strategic partnership to accelerate AI-powered creation, production and personalization, including delivering the next generation of foundational Adobe Firefly models and agentic workflows.
The partnership will bring together Adobe’s creative and marketing workflows, models and technology and Nvidia’s open models, libraries, research and accelerated computing, as demand for content continues to surge and generative AI reshapes creative and marketing workflows.
Nvidia announced the news during the GTC keynote by CEO Jensen Huang at the company’s GTC event on Monday in San Jose, California.
Through this partnership, Adobe and Nvidia will advance the creative industry by
developing next-generation Firefly models that will deliver best-in-class creative precision
and control for creativity and marketing pipelines. The models will be built on NVIDIA’s
advanced computing technology and tap into Nvidia CUDA-X, Nvidia NeMo libraries,
Nvidia Cosmos open models and Nvidia Agent Toolkit software will enable the
interactive, high-quality creation customers expect.
“Content creation is exploding, and our partnership with Nvidia is grounded in a shared
vision to reinvent creative and marketing workflows with the power of AI,” said Shantanu
Narayen, chair and CEO, Adobe, in a statement. “As AI transforms how marketing teams and media and entertainment studios work, Adobe and Nvidia will bring together our Firefly models, CUDA libraries into our applications, 3D digital twins for marketing, and Agent Toolkit and Nemotron to our agentic frameworks to deliver high-quality, controllable and enterprise-grade AI workflows of the future.”
“AI is giving every industry the ability to redefine what’s possible,” said Jensen Huang, CEO of Nvidia, in a statement. “For more than 20 years, Nvidia and Adobe have partnered to
push the boundaries of design and creativity. Today, we are taking that partnership to a
new level — uniting our research and engineering teams to accelerate Adobe’s beloved
applications with Nvidia CUDA and jointly build state-of-the-art world foundation models
that reimagine creativity and transform customer experiences.”
Adobe and Nvidia will collaborate to deliver breakthrough agentic creative and marketing
workflows for content, campaign and production speed. Adobe will explore Nvidia Agent
Toolkit software and Nvidia Nemotron open models to power these agentic workflows.
In partnership with Nvidia, Adobe is launching a cloud-native, brand identity-preserving
3D digital twin solution (public beta).
The solution creates virtual replicas of physical products that act as permanent digital identities for marketing and commerce experiences. Integrating Nvidia Omniverse libraries into Adobe technologies, the collaboration expands support for 3D digital twin workflows built on OpenUSD for marketing content automation.
With seamless interoperability across tools, brands can generate everything from
consistent pack shots and lifestyle imagery to configurable 3D product experiences and
immersive virtual try-ons.
Adobe will also harness Nvidia AI infrastructure, AI libraries, services and models to
accelerate and optimize every layer of its AI-powered tools across creativity, productivity
and customer experience orchestration — including Adobe Acrobat, Photoshop, Premiere
Pro, Frame.io, Adobe Firefly Foundry, Adobe GenStudio and Adobe Experience Platform.
With Adobe Firefly Foundry, Firefly’s commercially safe AI models are deeply tuned with a
company or IP owner’s unique, proprietary brand or franchise content, which is critical for
media and entertainment studios.
Adobe Firefly Foundry will integrate Nvidia’s advanced computing and AI technologies to power enterprise‐grade custom AI that delivers commercially safe content at scale.