Adobe has announced new capabilities across Adobe GenStudio, its agentic and generative AI-powered content supply chain platform designed to help businesses create and manage content across channels where consumers shop, stream, and scroll.
Adobe said GenStudio is part of Adobe CX Enterprise, its end-to-end agentic AI system designed to support the customer lifecycle, from customer acquisition and engagement to conversion and long-term loyalty.
GenStudio for Commerce Media Networks
Adobe introduced GenStudio for Commerce Media Networks, a new offering designed to help global retailers enable brands to advertise across commerce media networks. The platform supports both new and experienced commerce media advertisers by creating advertiser profiles and creative assets using existing business content.
Key capabilities include:
- Automatic creation of advertiser profiles and creative assets
- Use of existing product listings, website content, and category context
- Direct activation within retailers’ advertising networks
- Support for advertisers with different levels of commerce media experience
Adobe also announced integrations aimed at improving campaign targeting and measurement:
- A native integration with Adobe Real-Time CDP Collaboration, enabling brands to combine customer data from existing channels with retail media campaigns
- A partnership with LiveRamp that allows retailers to incorporate purchase data to build campaigns based on consumer purchasing behavior
Simulated audience testing
Adobe Brand Intelligence, a continuously learning AI solution designed to maintain brand consistency at scale, is gaining a new Simulate Skill capability. The feature uses synthetic audiences modeled on real customer data to simulate audience reactions to content.
The capability allows teams to:
- Evaluate audience engagement with creative content
- Refine creative concepts and campaign execution
- Gain confidence before advertising budgets are spent
Agentic campaign management
Adobe introduced a new Model Context Protocol (MCP) integration for Adobe Workfront that can connect with large language model applications.
The integration enables marketers to:
- Assign campaign tasks
- Check project status
- Manage campaign activities through agentic workflows
Automated content production
Firefly Graph for enterprise, available as part of Creative Cloud for Enterprise (Edition 5), provides creative teams with a visual environment for building automated workflows using Adobe AI models, third-party AI models, and Adobe creative tools.
The platform includes:
- A node-based visual workflow canvas
- Support for Adobe and third-party AI models
- Fine-grained workflow controls
- Visibility into creative decisions
- Inspectable workflow steps
- Workflow sharing across organizations
Custom-trained generative AI in Photoshop
Adobe’s Firefly Custom Models are now available in Photoshop for image generation, enabling designers to create on-brand AI-generated images within their existing creative workflows.
Performance marketing insights
Adobe is also expanding GenStudio for Performance Marketing, its generative AI-first application designed to help businesses assemble, deliver, and measure content experiences.
New capabilities include:
- A cross-channel insights dashboard that captures Connected TV (CTV) performance through an integration with MNTN
- AI-powered analysis across paid social, email, display, and CTV campaigns
- An Ad Recommendations feature that provides guidance on which campaigns should be refreshed, scaled, or optimized
- An upcoming Next Best Creative capability that will automatically assemble the next creative asset based on previous campaign performance
Connected campaign asset records
Adobe introduced the Unified Campaign Metadata Service, which connects campaign data across planning, creation, and activation workflows to ensure that assets maintain a consistent record throughout their lifecycle.
The service is designed to help organizations:
- Maintain consistent campaign metadata
- Improve content management and tracking
- Measure content performance across Adobe solutions
Availability
Adobe announced GenStudio for Commerce Media Networks as a new offering for retailers and brands. Firefly Graph for enterprise is available as part of Creative Cloud for Enterprise (Edition 5), while Firefly Custom Models are now available in Photoshop for image generation.
Adobe said the Next Best Creative capability for GenStudio for Performance Marketing will be introduced in the future.
Speaking on the announcement, Varun Parmar, SVP and General Manager, Adobe GenStudio and Firefly Enterprise, said:
The volume and quality of content that brands need to produce has outpaced what teams can realistically deliver. From global brands to first-time advertisers on commerce networks, GenStudio helps bridge that gap by giving teams the tools to create content that engages customers wherever they are.