Over the past year, I’ve had the privilege of meeting with some of the world’s most iconic brands. No matter the industry or region, one question keeps coming up — how can we use generative AI to transform the way we work?

Adobe research shows that 89% of enterprises expect content demand to at least double this year, yet 77% of teams are already struggling to keep pace. That’s more than a statistic. It’s a wake-up call and the message is clear — legacy tools, outdated workflows, and old assumptions aren’t built for today’s speed.

At Adobe MAX 2025, we turned to five of our top technologists for answers. They shared a blueprint for embracing generative AI and exposed some of the biggest myths holding teams back from what's now possible. Here's what they said.

Myth #1: Creativity only thrives in tight circles.

The most original ideas emerge when diverse perspectives interact. But when collaboration becomes slow, fragmented, or hard to manage, people often default to working alone — not because it’s better, but because it feels easier.

Modern generative AI tools like Adobe Firefly Boards turn group creativity into a competitive advantage. With a shared, AI-powered canvas and industry-leading models, teams can build on each other’s ideas, stay aligned, and move from concept to clarity faster and easier than ever.

Myth #2: Creatives have a narrow focus.

Have you ever seen an artist with just one paintbrush? Creativity thrives on variety. Yet for years, much of a creator’s time was consumed by repetitive tasks — pixel-by-pixel edits, endless resizing, and last-minute tweaks — because those were the only tools available.

Generative AI has changed that equation. By removing grunt work and expanding the creative toolkit, artists and teams can focus on what really matters — breakthrough ideas and content that stands out. With the latest generative AI features in apps like Adobe Photoshop, creatives aren’t limited to one way of working. They can choose the best tool for the job, experiment freely, and push the boundaries of what’s possible.

Myth #3: Campaign and brand guidelines are all you need.

Brand books and campaigns are important to define the look, feel, and tone of creative efforts, but they don’t guarantee consistency. They often live in documents of more than 200 pages, and cannot express desired tone of voice, visual hierarchies, spatial relationships, edge cases and exceptions in ways that are easy to follow. Under deadline pressure, teams often skim and drift off brand.

StyleIDs in Firefly Design Intelligence are created and tested by designers in the tools they use every day, codifying brand and creative intent and applying them dynamically in workflows. Global creative teams and agency partners can then use these StyleIDs to can generate brand- and design-compliant artboards easily across different layouts, aspect ratios, and campaign teams, minimizing rework, and maximizing brand and design compliance across teams, markets, and channels.

Myth #4: Last-mile production is fast and simple.

It’s easy to dismiss the last mile of production as only resizing and exporting files. In reality, it’s a fragmented, approval-heavy bottleneck that needs orchestrated workflows and frequent back-and forth with the digital asset management (DAM) system. Without production controls, this stage often leads to version drift, costly rework, and campaign delays.

Firefly Creative Production lets teams build end-to-end production workflows to accelerate campaign activation. Deliver channel-ready crops, resizes, and reframes from approved masters by using governed, reusable workflows and batch output at scale. With built-in governance and seamless integrations, teams quickly deliver consistent, brand-aligned content across every touchpoint.

Myth #5: Scaling means sacrificing quality.

Scaling is often seen as a trade-off where increasing speed and volume forces teams to cut corners, lowering quality and diluting brand identity. Content is generated rapidly, but without personalization, it feels generic and undermines brand trust.

Adobe Firefly Services combines Adobe’s advanced generative AI and industry-leading creative APIs — powered by tools like Adobe Photoshop, renowned for delivering exceptional quality — to help enterprises automate and scale the production of personalized content. By leveraging reusable, API-driven workflows for producing asset variants, teams can efficiently deliver high volumes of channel-ready content that consistently aligns with brand standards and maximizes impact, eliminating the traditional trade-off between speed and quality.

Discover more about these innovations from Adobe MAX.

Excited to hear more? Check out this session from Adobe MAX to see how these five AI-powered innovations help creative teams move faster, stay on brand, and deliver high-performing personalized experiences.

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