Turning homes into innovation labs.
Versuni speeds time to market and scales creative production with Adobe Firefly and Creative Cloud.
Versuni
Established: 2021; roots as
Philips Domestic Appliances since 1891
Employees: 6,000+
Amsterdam, Netherlands
63%
reduction in product time to market
Objectives
Accelerate product development timelines across categories
Reduce creative costs without sacrificing brand quality
Enable teams to test and scale new ideas with agility
Results
63% reduction in product time to market
60% cost savings on creative production and photoshoots
50% faster image sourcing and asset creation
Real products, real homes, real impact.
For Calum Armstrong, a home isn’t just a building — it’s where life happens. It’s the place where you grow, feel safe, and make memories.
As the global head of experience design for Versuni, Armstrong is driven by a vision to create products that do more than simplify household chores — they enrich daily life. Whether it’s preparing the first cup of coffee in the morning or removing dirt from floors and dust from the air, Versuni makes everyday moments feel better.
“Home is where you want to be when you’re happy, when you’re with family,” Armstrong says. “We want to make the ordinary extraordinary, turning simple tasks into meaningful experiences.”
As Versuni accelerates its mission to reach 100 million homes, it faces a bold challenge: maintaining the innovation and agility of a startup while scaling worldwide. With a portfolio of iconic brands like Philips, Saeco, Gaggia, and Preethi, Versuni has set its sights on redefining the future of home appliances. To achieve this, Versuni needed to reimagine its entire creative process — from product development and packaging to digital marketing — with Adobe Firefly helping to power the transformation.
“We want to be the fastest-moving, fastest-growing small domestic appliance company,” Armstrong says. “That means we need to stay nimble and move with agility at every level.”
Breaking bottlenecks, unleashing creativity.
Once part of Royal Philips, Versuni leans on its design team to drive key initiatives from product development and packaging to UI and ecommerce assets. This end-to-end integration across the product lifecycle gives the team an edge, but it also means they face intense creative demands. With multiple product categories running simultaneously, the team needed powerful tools to keep up with their fast pace.
Take, for example, the launch of the Philips Pet Series Smart Feeder with Camera, an innovative solution born out of the rising demand for products that support pet well-being. The rapidly growing Pet Series category required lean, agile development, but bringing a product like the Smart Feeder to life came with its own unique challenges — primarily, the unpredictability of live animals, from product testing to marketing shoots.
As Michael Meurer, global design lead for Pet Series, puts it with a smile, “It’s the old rule — don’t work with the 3Bs: boats, beasts, or babies.”
Instead of staging time-consuming photoshoots, the team turned to Firefly. By generating photorealistic ginger cat imagery and adapting assets in Adobe Photoshop and Adobe Illustrator, they reduced time to market from eight months to just three months — a 63% decrease — and cut production costs by 60%, all while keeping assets on brand and ready for localization.
“Adobe Firefly unleashed our creativity,” Meurer says. “It’s a magic machine that helps us play, explore, and innovate, without compromising speed or safety.”
“Adobe Firefly unleashed our creativity. It’s a magic machine that helps us play, explore, and innovate, without compromising speed or safety.”
Michael Meurer
Global Design Lead for Pet Series, Versuni
Innovation through experimentation.
Versuni’s breakthrough with Adobe Firefly didn’t happen overnight. At first, it was just playful tinkering during “Design Fridays,” a weekly ritual where schedules are cleared so the team can focus on real creative exploration. In that protected, imaginative space, possibility meets purpose, and the seeds of future breakthroughs are planted.
“It’s where we let passion lead,” Armstrong says. “It started as internal experimentation, just seeing what AI could do for us, and quickly turned into something bigger.”
That design-led curiosity soon transformed how different disciplines collaborated. Product, communication, and UX design teams began piloting Firefly to concept new offerings, prototype ideas, and scale assets faster.
The results were immediate — time spent sourcing and editing images dropped by 50%, teams rapidly aligned on ideas, and internal storytelling improved. This open, cross-functional experimentation reflects Versuni’s core vision: turning houses into homes through thoughtful, agile innovation.
Scaling with agility and safety.
Versuni’s innovation teams work two years ahead of the market, which makes safeguarding intellectual property a top priority. With the commercially safe environment of Adobe Firefly, they can confidently generate imagery, video concepts, and creative content without risking early leaks or compromising proprietary designs.
This peace of mind is especially critical for projects like Versuni’s CGI-powered Philips-branded environments — digital homes and interiors crafted to reflect a recognizable aesthetic.
“We don’t want to share that with others or risk misuse,” Armstrong says. “We’re doing visionary, future-thinking work, and it’s essential we protect that.”
But the features in Firefly aren’t just about using generative AI in a safe manner — they’ve also helped Versuni adapt content for different market segments and demographics. For example, when research indicated a smaller, cozier living room backdrop would better appeal to a younger demographic, designers used Firefly to instantly reconfigure the space — no photoshoot redoing, no pixel-by-pixel editing. Similarly, for Airfryer visual assets, they generated culturally specific meals to better reflect local cuisines and consumer preferences.
“Whether it’s changing what’s on a plate or shrinking a room, Firefly makes it easy to adapt,” Armstrong says. “We’re no longer limited by the stock images we can find.”
The tight integration of Firefly with Adobe Creative Cloud tools like Photoshop and Illustrator also enhances this agility. Teams can start with the generative fill feature in Photoshop, shift to more directive prompting in Firefly, and move seamlessly between formats — all while maintaining visual consistency across packaging, digital storefronts, and communication assets.
“We embrace a startup mindset. We test, pilot, and iterate — and with Firefly, we can go from concept to market faster, smarter, and with more impact.”
Calum Armstrong
Head of Experience Design, Versuni
Fueling future innovation.
Innovation is occurring faster than ever at Versuni, fueled by an entrepreneurial mentality and global ambition. “We embrace a startup mindset,” Armstrong says. “We test, pilot, and iterate — and with Firefly, we can go from concept to market faster, smarter, and with more impact.”
The team is eager to begin exploring video features in Firefly to test product visualization concepts across different platforms and expand generative AI into areas like sustainability and consumer research. The goal is to embed innovation not only in products, but across the full consumer journey — creating value at every touchpoint both inside and outside the home.
“Adobe Firefly saves us time, cuts costs, and lets us test ideas and scale faster,” Meurer says. “We’re able to tell stronger stories and stay nimble in new categories. We’re eager to see what’s next, and how it can help us unlock even more creativity to stay at the forefront of household innovation.”
Discover how Adobe Firefly helps teams unlock creativity, move faster, and scale innovation.
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