Adobe, NVIDIA Partner to Develop Next-Gen Firefly Models for Creative Marketing

Adobe and NVIDIA have collaborated to enhance AI-driven creation, production, and personalisation by developing the next generation of foundational Adobe Firefly models and intelligent workflows.

This partnership will merge Adobe's creative and marketing processes, models, and technologies with NVIDIA's open models, libraries, research, and accelerated computing.

The companies stated that these models will use NVIDIA’s cutting-edge computing technology and leverage the CUDA-X, NeMo, Cosmos open models, and Agent Toolkit software to facilitate the interactive, high-quality creation.

“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,” Shantanu Narayen, Chairman, President, and CEO, Adobe, said in a statement. 

The two companies are also partnering on NVIDIA NemoClaw, an open-source framework that the company claims enables safer operation of OpenClaw always-on assistants with a single command. As part of the NVIDIA Agent Toolkit, it will install the NVIDIA OpenShell runtime, provide a secure environment for autonomous agents, and open-source models like NVIDIA Nemotron.

Jensen Huang, Founder and CEO of NVIDIA, added, “For more than 20 years, NVIDIA and Adobe have partnered to push the boundaries of design and creativity. Today, we are…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 will also leverage NVIDIA’s Omniverse for creating high-fidelity, cloud-native 3D digital twins for marketing automation. Additionally, Adobe will also integrate NVIDIA capabilities into Acrobat to improve AI-driven document intelligence and enhance its Frame.io platform for faster creative workflows, the statement said.