Adobe Generative AI

Generative AI is a type of artificial intelligence that can be used to create content via algorithms. This content can include imagery, audio, video, code, text, and simulations. Generative AI models accomplish this by analyzing the vast amount of content they have been trained on — or specific databases and platforms — to predict the “best fit” and create an output for a user-entered prompt.

Artificial intelligence and machine learning have been used for years to support use cases like anomaly detection, product recommendations, intelligent alerts, and segment creation to identify unique marketing insights and drive personalized customer experiences at scale. With generative AI, brands can enhance performance and productivity by efficiently deriving insights, scaling the production of personalized content, and boosting customer engagement through journey orchestration.

Adobe’s generative AI tools are powered by Adobe’s own AI and machine learning models, as well as Adobe Firefly, which is designed for safe commercial use. To give you the best results, Adobe also uses top technologies from partners and third-party large language models (LLMs) for text-based tasks. By combining different models and technologies, Adobe delivers high-quality outputs that serve real business needs.

Yes. Adobe generative AI services are integrated across Adobe's product portfolio. Generative AI helps marketers and other customer experience teams boost productivity without increasing their workloads. Powerful features leveraging the technology of generative AI have been integrated across products to support use cases from planning and asset creation to personalization and customer journey management.

Adobe Firefly is designed to be commercially safe. Trained only on licensed Adobe Stock images and public domain content, Firefly avoids scraped internet data, so generated images can be used with confidence. Adobe also offers IP indemnification for enterprise users, meaning legal costs are covered if there's a copyright issue. Users retain control over their content, and Adobe’s terms clearly state that customer content won’t be used to train AI models. If you’re using a version out of beta, Firefly content is safe for commercial use. For more information, see Adobe Generative AI User Guidelines.

Generative AI is technology that creates new content — such as text, images, audio, video, code, summaries, or marketing assets—in response to natural-language instructions, called prompts. Unlike traditional predictive AI, which generally classifies data or forecasts outcomes, generative AI produces or transforms content based on learned patterns. For a business, this means embedding AI into everyday workflows to help employees work faster, serve customers more personally, and scale operations without treating AI as a replacement for human judgment.

Enterprises use generative AI across the full marketing lifecycle. The strongest implementations combine AI-generated drafts and variations with customer data, existing marketing systems, experimentation, and human approvals.