Perth, March 17: Adobe and NVIDIA have announced a strategic partnership aimed at accelerating AI-powered content creation, production and personalisation, with a focus on the next generation of Adobe Firefly models, agentic workflows and enterprise marketing tools.
Under the partnership, Adobe will use NVIDIA’s accelerated computing, CUDA-X and NeMo libraries, Cosmos open models and Agent Toolkit software to help build future Firefly models designed to deliver greater precision, control and quality across creative and marketing workflows. The companies said the collaboration comes as demand for content continues to rise and generative AI reshapes how creative and marketing teams work.
The two companies will also collaborate on agentic creative and marketing workflows to help speed up content production, campaign execution and business processes. Adobe said it is exploring NVIDIA’s Agent Toolkit, OpenShell and Nemotron models to support secure, personalised and cost-efficient AI agents across its platforms.
As part of the tie-up, Adobe is also launching a cloud-native 3D digital twin solution in public beta, designed to preserve brand identity while creating virtual product replicas for marketing and commerce use cases. Built using NVIDIA Omniverse libraries and OpenUSD workflows, the technology is aimed at helping brands generate consistent product imagery, configurable 3D experiences and immersive virtual try-ons.
The partnership will also extend across Adobe products including Acrobat, Photoshop, Premiere Pro, Frame.io, Firefly Foundry, GenStudio and Adobe Experience Platform, with the companies also planning a joint go-to-market strategy for enterprise customers worldwide.
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