As demand for high-quality content accelerates across industries, Adobe is redefining what enterprises and marketers can achieve with AI, delivering new technology and capabilities that give brands greater control, speed, and scale across the entire content lifecycle.
At Adobe Summit, we're announcing several major milestones including the general availability of Adobe's cloud-native 3D digital twin solution in Adobe Firefly Creative Production and the integration of NVIDIA OpenShell and NVIDIA Nemotron in Adobe CX Enterprise Coworker, a specialized AI agent that will enable organizations to power and orchestrate customer experiences with more efficiency. Fully agentic by design, CX Enterprise Coworker can monitor signals, recommend next-best actions, and execute experiences across channels in real time—based on defined goals.
These milestones build on our strategic partnership with NVIDIA, announced last month, with the aim of accelerating AI-powered creation, production, and personalization at enterprise scale.
Launching Adobe’s 3D digital twin solution in Firefly Creative Production.
A 3D digital twin is far more than a traditional 3D asset. It’s a photorealistic, virtual representation of a physical product, capturing its geometry, materials, and all manufacturable variations, from colors and finishes to configurations — enabling teams to create consistent, high-quality content across channels and markets.
Powered by NVIDIA Omniverse libraries and OpenUSD, Adobe’s 3D digital twin solution transforms how marketers and creative teams operate — automating content production at scale, while reducing complexity and preserving brand consistency with precision. Brands can generate everything from consistent pack shots and lifestyle imagery to configurable 3D product experiences and immersive virtual try-ons.
At the heart of this innovation is Adobe Firefly Creative Production — an autonomous, agentic AI purpose-built for enterprise creative production at scale. It empowers creative technologists and developers to design custom, multi-modal workflows that go far beyond simple generation. Hand the new AI agent in Firefly Creative Production for Enterprise a creative brief and it reads, understands and executes — finding approved assets, assembling creatives for review, running full-scale production across every channel and format, and delivering brand-validated assets, ready for activation.
Securing enterprise agents with NVIDIA OpenShell.
NVIDIA OpenShell is the secure runtime for managing autonomous agents inside a trusted infrastructure software layer. It provides a policy-governed environment on-premise or in the cloud that enables brands to deploy Adobe’s creative agents with more security and control. OpenShell runs each agent in its own, isolated sandbox, and gives enterprises fine-grained oversight over their actions. Enterprises can now natively invoke Adobe CX Enterprise intelligence without leaving their secure environment and use autonomous agents with better trust and governance, especially in regulated industries.
Adobe and WPP are collaborating on an AI toolkit for autonomous agents powered by NVIDIA technology, designed to amplify human ingenuity, bringing the next generation of agentic AI directly into creative workflows. As part of a broader partner ecosystem, Adobe Firefly Foundry—powered by NVIDIA AI infrastructure—enables partners, including WPP, to help clients fine-tune Firefly models for stunning, brand-safe, multi-modal content.
Together, these innovations represent a new chapter in enterprise content creation, where security, scale and creative quality move forward in lockstep. With Adobe's creative and customer experience tools, powered by NVIDIA's infrastructure, brands have everything they need to produce more, move faster and show up consistently across every channel and touchpoint.
Varun Parmar is Senior Vice President and General Manager of GenStudio and Firefly Enterprise at Adobe. These industry-defining, generative AI-first offerings enable marketing teams to quickly plan, create, manage, activate, and measure on-brand content, and automate repetitive tasks while accelerating production of high-quality asset variations for different audiences, channels, and markets, respectively. Previously, Varun was Chief Operating Officer at Miro, a digital collaboration platform, where he led a global team across product management, engineering, design, customer engagement, and partnerships. Earlier, he was Chief Product Officer at Box, a leader in enterprise content management, co-founded a document collaboration startup that was acquired by Box, and held senior product remits at Dell EMC. Varun spent six years at Adobe earlier in his career, during which he focused on corporate strategy, as well as product management for Adobe Acrobat and Document Cloud. Varun graduated from MIT with a joint master’s degree in business and engineering.
