Adobe and NVIDIA partner to build AI tools for creators and marketers

 The collaboration aims to improve content creation, marketing workflows and AI-powered tools with faster performance and smarter automation.

Adobe and NVIDIA have announced a new partnership focused on the creation, management, and delivery of content. The partnership is centred on developing the next generation of AI-powered tools, which will include the advanced versions of Adobe’s Firefly models.

As part of the partnership, Adobe intends to improve Firefly through the application of NVIDIA’s computing technology. This will result in better control, accuracy, and efficiency for users in design, video, and marketing.

The companies will leverage their capabilities, Adobe in creative software and NVIDIA in computing, to create tools that are efficient in dealing with tasks, such as image, video, and content creation.

Another key focus of the partnership is the development of what are being called “agentic workflows.” These are AI-driven systems that can perform tasks on behalf of users, helping speed up processes like content creation, campaign planning and production.