Adobe announced a major expansion of its GenStudio suite at Adobe MAX 2025, unveiling a new wave of generative AI capabilities, customisable model training through Firefly Foundry, and integrations with top global advertising platforms including Amazon Ads, Google Marketing Platform, LinkedIn, TikTok, and Innovid.

The upgrade marks a significant step in Adobe’s effort to integrate AI-driven creativity and marketing automation into a single ecosystem. The expanded GenStudio now combines creation, activation, and optimisation tools in one platform, enabling teams to seamlessly design, distribute, and analyse brand content across channels.

Unified AI-driven creative workflow

Adobe said the updates are aimed at helping creative and marketing teams meet growing content demands with greater efficiency. By embedding generative AI and intelligent agents directly into content production workflows, GenStudio simplifies how brands scale personalised and brand-consistent campaigns.

“GenStudio brings together best-in-class Adobe capabilities for businesses to remain competitive in an attention-based economy,” said Varun Parmar, general manager, Adobe GenStudio and Firefly Enterprise. “We’re enabling teams to deliver on-brand experiences faster and more efficiently.”

Key innovations

One of the centrepieces of the announcement is Firefly Design Intelligence, an AI-powered design tool that uses “StyleIDs”—dynamic design systems trained on a company’s unique visual identity—to generate consistent, brand-compliant assets at scale.

Another feature, Firefly Creative Production for Enterprise, introduces advanced workflow automation for large-scale content generation and asset management. Meanwhile, the Content Production Agent—now in beta—interprets marketing briefs and automatically produces multi-channel creative assets aligned with campaign goals.

Earlier this week, Adobe also broadened its Firefly creative AI suite, adding tools that span audio, video, and imaging, strengthening its position as a leader in AI for professional creators.

Firefly Foundry: Building custom AI models

A major highlight is the launch of Adobe Firefly Foundry, a platform that allows enterprises to build proprietary generative AI models trained on their own brand data and intellectual property. The models can support multiple media formats, including image, video, audio, vector, and 3D content.

This capability gives enterprises more control over brand integrity and enables safe, IP-protected AI content generation, a key concern for large organisations adopting generative AI at scale.

Expanding ad ecosystem integration

Adobe’s new integrations with global ad platforms make it easier for marketers to launch and optimise campaigns without leaving GenStudio. The Amazon Ads and LinkedIn integrations are now generally available, while features for Google, TikTok, and Innovid are currently in beta testing.

These connections will allow brands to synchronise creative assets, automate ad placement, and analyse performance within a single interface.

Broad industry adoption

With 99% of Fortune 100 companies already using AI-powered features in Adobe apps, the latest updates strengthen the company’s foothold in enterprise-grade creative technology.

Industry giants including Coca-Cola, IBM, PepsiCo, and The Estée Lauder Companies are already leveraging Adobe’s AI-first ecosystem to accelerate campaign delivery and increase creative efficiency.

As generative AI becomes increasingly central to digital content creation, Adobe’s GenStudio and Firefly platforms are positioning the company as a key enabler of the next phase in AI-driven creativity and marketing automation.