Adobe & Nvidia deepen AI pact for creative workflows

Adobe and Nvidia have struck a strategic partnership linking Adobe's Firefly generative AI models and creative software with Nvidia's accelerated computing, AI libraries and agent software.

The work will cover next-generation Firefly models, new “agentic” workflows for creative and marketing teams, and a cloud-based 3D digital twin product aimed at marketing use cases. Adobe also plans to expand its use of Nvidia infrastructure and models across a range of products.

Firefly sits at the centre of Adobe's generative AI push across Creative Cloud and its marketing portfolio. Nvidia has positioned its chips, software stacks and model tooling as core infrastructure for AI development and deployment. The partnership brings those approaches together as brands and media companies invest in automation for content production.

Adobe plans to build the next generation of its foundational Firefly models on Nvidia computing and software, including Nvidia CUDA-X and NeMo libraries, Cosmos open models and the Nvidia Agent Toolkit. The goal is greater precision and control across creative and marketing pipelines.

“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 of Adobe. “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.”

Nvidia expects the collaboration to deepen its long-running relationship with Adobe, which has historically focused on graphics processing and creative workflows.

“AI is giving every industry the ability to redefine what's possible,” said Jensen Huang, founder and CEO of NVIDIA. “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.”

Agent workflows

A key theme is the use of “agentic” workflows-systems that run sequences of steps with less direct user input than standard generative AI prompts. Adobe and Nvidia plan to collaborate on agentic creative and marketing workflows aimed at content and campaign production.

Adobe will explore Nvidia Agent Toolkit software and Nvidia Nemotron open models as part of the effort. The companies also pointed to Nvidia OpenShell as a runtime environment for agents and models.

Another component is NemoClaw, described as an open source stack for running OpenClaw always-on assistants “more safely” and “with a single command”. The companies said NemoClaw sits within the Nvidia Agent Toolkit and installs the Nvidia OpenShell runtime, described as a secure environment for autonomous agents and open source models such as Nemotron.

3D digital twins

Adobe is also launching a cloud-native 3D digital twin solution in public beta as part of the partnership. Designed to preserve brand identity, it will create virtual replicas of physical products, positioned as permanent digital identities for marketing and commerce experiences.

The digital twin work will integrate Nvidia Omniverse libraries into Adobe technologies and build workflows on OpenUSD. The approach is intended to support marketing content automation and interoperability across tools.

Brands will be able to use the workflows to generate consistent pack shots and lifestyle imagery, along with configurable 3D product experiences and virtual try-ons.

Product integration

Beyond Firefly model development, Adobe plans to use Nvidia AI infrastructure, libraries, services and models across several products, including Adobe Acrobat, Photoshop, Premiere Pro, Frame.io, Adobe Firefly Foundry, Adobe GenStudio and Adobe Experience Platform.

Firefly Foundry is Adobe's product for building custom models tuned on a company's content. Adobe describes Firefly as “commercially safe” and says Foundry can be tuned with proprietary brand or franchise content. Integration with Nvidia computing and AI technology is intended to support custom AI at scale.

The partnership also covers AI document intelligence in Adobe Acrobat. Adobe plans to bring Nvidia Nemotron to Acrobat, positioning the change as a way to improve output quality and productivity for business users.

Frame.io, Adobe's cloud collaboration platform for video and creative production, is also in scope. Adobe plans to accelerate Frame.io cloud content management, media decoding and “intelligence” with Nvidia CUDA, including semantic search, generative creation and insights across media types such as image, video and 3D.

The companies also plan a joint go-to-market strategy focused on enterprise customers, with Firefly Foundry positioned as a key route for adoption.