Adobe and NVIDIA partner on next-generation Firefly models and agentic creative workflows

Adobe and NVIDIA said on March 16, 2026 that they are entering a strategic partnership to accelerate AI-powered creation, production, and personalization. At the center of the announcement is Adobe Firefly: Adobe says it will use NVIDIA's accelerated computing stack and AI software to help build the next generation of foundational Firefly models with more precision and control for creative and marketing pipelines. The two companies are framing the collaboration as a way to move generative AI beyond isolated image generation and toward end-to-end production systems that can serve enterprise customers.

According to the release, Adobe plans to use NVIDIA CUDA-X, NeMo libraries, Cosmos open models, and Agent Toolkit as part of this effort. Adobe and NVIDIA also say they will collaborate on agentic creative and marketing workflows intended to improve content, campaign, and production speed. Adobe says it will explore NVIDIA OpenShell and Nemotron for longer-running agentic loops, and that the broader stack could support products such as Acrobat, Photoshop, Premiere Pro, Frame.io, Firefly Foundry, GenStudio, and Adobe Experience Platform.

The partnership also includes a cloud-native 3D digital twin solution in public beta, built with NVIDIA Omniverse libraries and OpenUSD to support marketing content automation. Adobe says Firefly Foundry will integrate NVIDIA technologies to power enterprise custom AI that can generate commercially safe content at scale, which is especially important for brands and media companies that need tighter control over proprietary assets and IP. That point is important because large enterprises are increasingly less interested in generic model output and more focused on workflow control, brand consistency, and rights-safe generation.

What the announcement signals

Creative AI vendors are moving from one-off generation tools toward infrastructure-heavy workflow platforms.

Adobe is using NVIDIA not only for compute, but also for agent software, 3D pipelines, and enterprise model customization.

The emphasis on commercially safe output shows how central rights management has become for enterprise adoption.

The release still includes the usual forward-looking caution language, so the immediate takeaway is platform direction rather than fully shipped capability across Adobe's full product line. Even so, the partnership is notable because it ties together model development, agent orchestration, 3D digital twins, and enterprise content governance in a single strategic roadmap for creative AI.