Adobe and NVIDIA have announced a strategic partnership aimed at accelerating AI-powered creation, production, and marketing. The collaboration combines Adobe’s creative and marketing software with NVIDIA’s accelerated computing, open models, and research. The companies stated that this move is a response to the increasing demand for content and the way generative AI is changing professional workflows.
The partnership focuses on developing the next generation of Adobe Firefly models. These models will be built using NVIDIA’s technology, including CUDA-X, NeMo libraries, and Cosmos open models. According to the companies, these advanced tools will provide creators with higher precision and better control within their marketing and production pipelines.
Adobe and NVIDIA are also working together to create agentic workflows, which use AI assistants to speed up content and campaign production. Adobe will explore using the NVIDIA Agent Toolkit and Nemotron open models to power these automated systems. Additionally, the companies will collaborate on NVIDIA NemoClaw, an open-source tool designed to run always-on AI assistants more safely and easily within a secure environment.
As part of this initiative, Adobe is launching a public beta for a cloud-native 3D digital twin solution. This technology creates virtual replicas of physical products that serve as permanent digital identities for marketing and commerce. By integrating NVIDIA Omniverse libraries, the collaboration expands support for 3D workflows. The companies explained that this allows brands to generate consistent product shots, lifestyle imagery, and virtual try-on experiences more efficiently.
Adobe will also use NVIDIA’s AI infrastructure to optimize its existing suite of tools, including Photoshop, Premiere Pro, Acrobat, Adobe Firefly Foundry, and the Adobe Experience Platform. The brands stated that integrating NVIDIA’s computing power will allow these custom AI models to deliver commercially safe content at a large scale for enterprise users.
Shantanu Narayen, Chair and CEO, Adobe, said, “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, 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.”
Jensen Huang, Founder and CEO, NVIDIA, said, “AI is giving every industry the ability to redefine what’s possible. 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.”
