At any given moment, millions of consumers are “in market.”

Researching craft supplies for an after-school art class. Shopping for a long-overdue new mattress. Selecting headphones for a birthday. Developing a new beauty routine. Looking up the kickoff time for Sunday’s game.

Each decision plays out across search, social, reviews, retailer sites, and store aisles. The right creative needs to show up in each of those places to progress the prospective buyer along their journey — and it has to not only express but ideally elevate the brand every time.

Generative AI promises that kind of speed. But anyone who has tried to produce content with generative AI at enterprise volume knows the catch — generative AI can introduce quality issues no brand can afford to ship. With Adobe, the decades-long champion of creativity in enterprise and elsewhere, you don’t have to choose between velocity and assets the whole team can be proud to have in-market. The short video below shows five brands doing exactly that: speed, quality, no compromise.

https://video.tv.adobe.com/v/3506070?hidetitle=true

Adobe Firefly Creative Production for Enterprise helps brands meet these moments with speed and quality. Teams share inputs like briefs, hero assets, and data, and get back activation-ready assets for every channel, market, and segment. At the same time, Adobe experts work with the brand’s in-house teams, building capabilities to eventually manage the underlying technology themselves. That technology is a workflow — a sequence of capabilities from Adobe Firefly and Adobe Creative Cloud apps, plus custom steps built for the brand, with Adobe Firefly Custom Models keeping imagery on brand while Adobe Workfront and Adobe Experience Manager Assets build reviews, approvals, and delivery into every step.

The difference isn’t access to AI models. It’s the governance, structure, and reliability that turn AI output into content a brand can use quickly, confidently, and often at scale.

Here’s a glimpse into how.

Newell Brands produces campaigns 5x faster with one repeatable system.

Elmer’s made its slime line the centerpiece of Back to School 2025. That meant work that typically takes months of planning, shooting, editing, and production.

With Firefly Custom Models, Elmer’s trained AI on its signature aesthetic and generated hundreds of on-brand backdrops for different slime products and campaign themes. Concepting that normally takes a month took days, and the campaign came together five times faster than previous productions.

“We can’t risk inconsistency just to move faster,” says Samantha Tuttle, Director of Marketing and Commercial Excellence at Newell Brands. “With Firefly Custom Models, we gained both speed and control.”

The result: a repeatable brand system that carries what works into the next campaign.

Serta Simmons Bedding gets full visibility and publishes content 75% faster.

Serta Simmons Bedding (SSB), home to Serta®, Beautyrest® and Tuft & Needle®, needed its content to keep up with shoppers moving across every channel.

Firefly Creative Production takes much of the manual work out of banner production. One workflow handles the sequence: Adobe Firefly generates brand-safe background options, and Adobe Photoshop capabilities assemble them into finished banner ads for every channel. Instead of building each version by hand, the team approves the creative once and the variations follow automatically. On social, teams trim long-form videos in Adobe Express into short clips in minutes. Workfront gives teams visibility from creative request to delivery.

Digital banners are now produced 50% faster, and content publishes 75% faster.

Retail partners get on-brand, self-service templates that resize, reformat, and localize creative for their own channels, increasing customized retailer-ready assets by 10 times.

“Consistency is the most important thing for a brand and the hardest to maintain,” says Tim Oakhill, Chief Marketing Officer at Serta Simmons Bedding. “That’s why we chose Adobe. Its technology stitches together every touchpoint into a unified brand experience.”

The result: a content engine that keeps the brand story connected at every touchpoint.

Best Buy keeps control across 1.4M assets.

When content moves faster, control gets harder.

Best Buy manages more than 1.4 million assets across teams from ecommerce to retail media. In a single year, it added nearly 350,000 more.

To make that scale manageable, Best Buy consolidated 22 asset systems into five connected systems with Adobe Experience Manager Assets, Workfront, and Firefly Creative Production.

The key is metadata. Approval states, taxonomy, rights information, and channel rules show teams where an asset came from, who can use it, and where it can safely appear.

“With Adobe Firefly, our creative team can take an asset, use AI to bring elements together and get it 80% of the way there,” says Stacy Aase, Associate Director of Product Management at Best Buy. “Designers then step in to refine the details and deliver the final 20%.”

The result: millions of assets move across channels with rights, approvals, and brand controls already built in.

L’Oréal turns ideas into activation-ready assets for every brand and market.

Every L’Oréal brand has its own look, voice, and loyal following, and each one needs fresh content for more channels, formats, and markets than ever. CreAItech, L’Oréal’s enterprise platform for content production, is how the company keeps up. It brings generative AI, creative workflows, and governance together in one secure environment, taking teams from first idea to production-ready assets.

L'Oréal is now integrating Adobe Firefly, one of several models built into CreAItech, along with Adobe’s content adaptation capabilities. Together, they help teams create, adapt, localize, and deliver on-brand content faster, with automated variations and brand governance built in, so teams get activation-ready assets while keeping creative control.

What Adobe brings isn’t just another model. It’s commercially safe generation, plus the adaptation and governance capabilities that keep every variation true to the brand it represents.

“This approach gives us more control to meet production needs without requiring the extensive resources necessary for traditional photoshoots,” says Thomas Alves Machado, GenAI Global Content Director at L’Oréal.

The result: content that keeps pace with how consumers engage across channels and formats, with every asset on brand, safe for commercial use, and ready for activation in markets around the world.

The NFL takes game-day content from weeks to minutes.

For the National Football League (NFL), great content has to move as fast as the game.

A single Sunday tune-in campaign can start with roughly 6,000 assets and grow to more than 89,000 across 15 languages and expand to more than 356,000 when adapted across experiences.

With Firefly Creative Production, Workfront, and Experience Manager Assets, the NFL is building an AI-powered content supply chain.

One example is the league’s AI Template Assistant, built with Firefly Creative Production and embedded in Workfront. It turns approved Photoshop creative into reusable, automation-ready templates connected directly to NFL data. Work that once took three to five weeks of manual creative production can now be completed in about 15 minutes. During live events like the NFL Draft, content that once took three hours to assemble now comes together in four to five minutes.

“The tug of war between speed and quality held our marketers back from owning content creation,” says Cole Feldman, Senior Product Manager at the NFL. “AI-powered solutions like Adobe Firefly and Workfront have empowered our teams to produce, personalize, and deliver brand-safe assets faster than ever, while also leveling up their creativity.”

The result: game-day content that reaches fans while the excitement is still unfolding, with a repeatable production system that helps the NFL respond to live moments across teams, channels and global audiences.

Speed. Quality. No compromise.

Five very different businesses, one pattern. Newell Brands produces campaigns five times faster. SSB publishes content 75% faster. Best Buy’s designers start from assets that are 80% done. L'Oréal has increased production by up to 30%. And the NFL turns weeks of template production into minutes.

None of it came from AI models alone. It came from building determinism, brand governance, and review into the workflow itself, so speed and quality stop being a trade-off. The best system is the one you stop managing, because it’s already working. It’s also why Firefly Creative Production is a core part of the agentic content supply chain, and how brand storytelling finally keeps pace with the customers it’s meant to reach.

See how Adobe Firefly Creative Production for Enterprise turns your brand’s inputs into activation-ready assets.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/firefly