At Adobe MAX 2025, Adobe introduced big upgrades to Adobe GenStudio, its all-in-one platform that helps businesses speed up and scale content creation using artificial intelligence. The goal is to make it easier for creative and marketing teams to produce large amounts of high-quality, on-brand content faster and more efficiently.
GenStudio brings every stage of content creation together, from making visuals to publishing ads, and uses generative AI to simplify the entire process. With these new updates, companies can now train their own AI models, automate creative workflows, and connect their marketing directly to major ad platforms like Amazon Ads, Google Marketing Platform, LinkedIn, TikTok, and Innovid.
Varun Parmar, General Manager of Adobe GenStudio and Firefly Enterprise, said that GenStudio gives businesses a complete creative system that cuts down the time needed to deliver consistent, brand-aligned experiences. He added that Adobe’s strength lies in combining AI, creativity, and marketing tools into one platform that teams can use to plan, produce, and publish content across all channels.
Adobe shared that nearly every major company is already using its AI tools. Around 99% of Fortune 100 companies have used AI features in Adobe apps, and 90% of its top enterprise clients rely on GenStudio or Firefly to improve marketing performance. Global brands like Coca-Cola, PepsiCo, IBM, Lumen Technologies, Estée Lauder, and the NFL are already using these tools to boost creativity and speed up campaign delivery.
The latest updates to GenStudio focus on helping teams manage large volumes of creative content while keeping everything brand-consistent:
- Firefly Design Intelligence, built with Coca-Cola, automatically translates brand rules into design templates. It can generate text, layouts, and asset placements that match a company’s visual identity.
- Firefly Creative Production for Enterprise lets teams resize, reframe, and edit thousands of assets in one go. It connects with Adobe Experience Manager and Frame.io and adds over 20 generative tools, including brand checks and object editing.
- Content Production Agent (Beta) reads marketing briefs and creates campaign-ready content for specific platforms automatically.
- Firefly Services APIs now make it possible to reframe videos and composite objects at scale, while the new Content Authenticity API attaches digital credentials to assets for added trust.
- Firefly Custom Models allow companies to train Adobe’s AI on their own brand-approved images, so every new piece of content stays true to their style.
Adobe is also introducing Firefly Foundry, a new service that lets companies work directly with Adobe to build private generative AI models trained on their own intellectual property. These models can create images, videos, audio, and even 3D designs that reflect the exact look and feel of a brand.
Finally, GenStudio for Performance Marketing has been expanded to let brands publish and optimise campaigns across different ad platforms more easily. For example, Amazon Ads now supports direct campaign activation, LinkedIn allows performance-based ad exports, and TikTok and Innovid are rolling out beta integrations for ad creation and analytics.
With these new updates, Adobe is positioning GenStudio as the go-to platform for brands that want to create faster, stay consistent, and bring the full power of AI into their creative process.