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 It’s a wake-up call and the message is clear — legacy tools, outdated workflows, and old assumptions aren’t built for today’s speed.

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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 that span hundreds of pages and can't fully capture elements such as tone of voice, visual hierarchy, spatial relationships, or edge cases in ways that are easy for teams to interpret consistently.

As organizations adopt generative AI, that challenge becomes more apparent. Different teams, and different AI models, can interpret written guidance in different ways, leading to inconsistent creative outputs. Adobe Firefly Custom Models help close the gap between brand guidelines and execution by training generative AI on a company's own brand-approved assets and styles. Instead of asking every team to interpret static guidance from scratch, organizations can generate imagery that begins closer to their established visual identity.

Because Custom Models can be shared and managed across teams, they help creative and marketing organizations produce more consistent content at scale, even when work is happening quickly or across distributed regions. They do not replace brand guidelines, but they make those guidelines easier to apply in everyday asset production.

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 Creative Production for Enterprise helps brands automate and scale the production of personalized content through reusable workflows, approved templates, and brand-governed automation. Teams can efficiently deliver high volumes of channel-ready asset variants that stay consistent with brand standards — 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.

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