AI Field Guide — AI at Adobe

▸ Creative AI

Adobe 01✓ Covered

Adobe Firefly

Commercially safe generative AI — image, video, audio, vector, 3D.

Firefly is Adobe's family of gen-AI models, designed to be safe for commercial use. Powers text-to-image, text-to-video, generative fill, and more across Creative Cloud, Express, and GenStudio.

Adobe Context

Trained on Adobe Stock licensed content and public domain works — not scraped from the internet. Adobe's answer to 'can I use this commercially?'

Model lineup: Image Model 5 (4MP, photorealistic), plus video, audio, vector, 3D. Partner models from Google, OpenAI, Runway also available.

Content Credentials auto-attached to outputs — tamper-evident metadata showing AI was used.

Where it lives: Photoshop (Gen Fill), Illustrator, Premiere, Express, GenStudio, Firefly app, and Firefly Services APIs.

Pitch: 'Other gen-AI tools generate legal risk. Firefly generates commercial-ready content with IP protection baked in.'

Adobe 02✓ Covered

Firefly Custom Models vs. Foundry

Two tiers of brand-specific AI.

Custom Models = self-serve: upload style/subject references, fine-tune Firefly. Foundry = white-glove: Adobe's ML team deeply trains bespoke multimodal models on your full IP catalog.

Adobe Context

Custom Models = hiring a freelancer with your brand guidelines. Foundry = embedding an entire creative team who knows your brand down to the pixel.

Custom Models: Self-serve in Firefly/GenStudio. Train on style or subject. Good for most use cases.

Foundry: Managed service. Adobe ML scientists + forward-deployed engineers. Full IP catalog across image, video, audio, vector, 3D. NVIDIA partnership.

Foundry customers: Coca-Cola, Disney Imagineering, Home Depot, NFL, Gatorade, Estée Lauder, PepsiCo. M&E: CAA, WME, UTA, B5 Studios.

Key differentiator: Foundry models deploy across entire Adobe ecosystem — GenStudio, Creative Cloud, Express, Firefly app.

▸ Experience Platform

Adobe 03✓ Covered

AEP Agent Orchestrator

The reasoning engine behind Adobe's AI agents.

Agent Orchestrator is the agentic layer inside Adobe Experience Platform. It interprets natural language, creates step-by-step plans, coordinates specialized agents, and adapts based on feedback — with human oversight.

Adobe Context

Air traffic controller for AI agents. Doesn't fly the planes — coordinates them, sequences them, reroutes when needed.

Flow: User asks via AI Assistant → reasoning engine interprets → activates agents → creates plan → executes → shows reasoning in transparency panel.

Memory: Remembers conversation history. Build on previous questions without repeating context.

Third-party agents: Orchestrates agents from Acxiom, AWS, Genesys, IBM, Microsoft, SAP, ServiceNow, Workday.

GA Sept 2025. 70%+ of eligible AEP customers already using AI Assistant.

Adobe 04✓ Covered

The AEP Agents

10 purpose-built agents for every CX workflow.

Specialized agents that plug into Agent Orchestrator, each designed for a specific job across the customer experience lifecycle. Accessed through AI Assistant.

Adobe Context

Each agent is a hospital specialist. Audience Agent = epidemiologist. Journey Agent = care coordinator. Data Insights = diagnostician.

Audience Agent: Analyzes cross-channel data to create/optimize segments conversationally.

Journey Agent: Creates, analyzes, optimizes AJO journeys via natural language. Detects conflicts, analyzes drop-off.

Data Insights Agent: Answers CJA questions, builds visualizations from your actual data.

Experimentation Agent: Analyzes results, predicts impact, proposes new experiments.

Also: Content Production, Site Optimization, Data Engineering, Account Qualification (B2B), Workflow Optimization, Product Support.

Adobe 05✓ Covered

AI Assistant (Next-Gen)

The conversational gateway to everything.

Natural language interface across all Experience Cloud apps. Next-Gen version — powered by Agent Orchestrator — supports full-screen, streaming responses, interactive visualizations, and long-term memory.

Adobe Context

If Agent Orchestrator is the brain, AI Assistant is the face. Single pane of glass for all AI capabilities.

Next-Gen vs. Legacy: Legacy = right-rail Q&A. Next-Gen adds agentic skills, multi-step tasks, full-screen, all AEP agents.

Discovery prompts: Pre-configured by Learn, Analyze, Optimize. Context-aware to app, sandbox, dataview.

Available in: Real-Time CDP, AJO, CJA, AEM, and other Experience Cloud apps.

Licensing: Included with AEP entitlements. Admins enable via Admin Console.

Adobe 06✓ Covered

Brand Concierge

Consumer-facing agentic AI — exploration to purchase.

AI-powered solution on Agent Orchestrator that lets businesses create personalized, conversational experiences for end customers. Supports text, voice, and image — guiding consumers from discovery to purchase.

Adobe Context

The difference between a vending machine and a personal shopper at Nordstrom. Understands context, remembers preferences, proactively recommends.

Multimodal: Text, voice, image inputs. Full conversational experience, not a chat widget.

Powered by AEP data: Real-time profiles, behavioral data, AEM content for deep personalization.

B2C and B2B: B2C = product discovery, trip planning. B2B = tailored content by account, booking meetings.

Data point: 1,200% YoY increase in gen-AI traffic to retail sites (Feb 2025). Consumers want conversational brand experiences.

Adobe 07✓ Covered

Adobe Agents for Microsoft 365 Copilot

AEP intelligence inside Teams, Word, and PowerPoint.

Marketing Agent and Express Agent bring Adobe AI directly into Microsoft 365 via Copilot. Access AEP insights, build audiences, create assets without leaving Microsoft apps.

Adobe Context

Instead of making marketers learn another app, Adobe goes where they already live. Briefs in Word, insights in PowerPoint, alerts in Teams.

Marketing Agent: AEP/CJA insights in Teams/Word/PPT. Audience recommendations, auto briefs from meeting notes, CJA alerts, performance reports.

Express Agent: Generate visual assets via conversation in Teams, Word, PPT, OneNote.

Integrated with: AEP and Workfront. GenStudio integration on roadmap.

IT story: Part of Microsoft Agent 365 framework. Admin-managed via M365 Admin Center with RBAC.

▸ Content Supply Chain

Adobe 08✓ Covered

GenStudio

End-to-end content supply chain — ideation to activation.

Integrated solution bringing together Creative Cloud, Express, Experience Cloud, and Firefly for the full content lifecycle: plan, create, produce, activate, measure.

Adobe Context

Assembly line for modern marketing. Brand assets and Firefly models in, finished on-brand activated content out — at 10x speed.

Performance Marketing: Gen-AI-first app for paid social, display, banners, emails. Content Production Agent interprets briefs and auto-produces.

Firefly Creative Production: Bulk resize, reframe, bg removal, color grading — thousands of files. Workflow builder. 20+ prebuilt actions.

Ad integrations: Google, TikTok, Amazon Ads, LinkedIn, Innovid, Microsoft Advertising.

Content insights: Asset performance analytics. Top-performing attributes for iteration. Content Credentials auto-attached.

Adobe 09✓ Covered

Content Credentials

Tamper-evident provenance for the AI era.

Industry-standard (C2PA) metadata showing how content was created, who was involved, and whether AI was used. Auto-attached to Firefly outputs. Now enterprise-ready.

Adobe Context

A digital nutrition label for content. Check how it was made, who made it, and if AI was involved.

Auto-applied to Firefly-generated content: thumbnail, issuer, actions taken.

Enterprise-ready: Content Authenticity for Enterprise in GenStudio, Firefly Creative Production, and Content Authenticity API.

Why now: Deepfakes everywhere. Coca-Cola planning Content Credential badges on all AI content.

Healthcare: Provenance isn't optional in regulated industries. Prove 'approved system, human-reviewed, org-signed.'

▸ Discovery & Integration

Adobe 10✓ Covered

LLM Optimizer (LLMO)

SEO for the AI era.

Enterprise application for Generative Engine Optimization (GEO). As consumers shift from Google to ChatGPT/Gemini/Perplexity, brands need to be cited in AI answers — not just ranked.

Adobe Context

Traditional SEO = Google finds your site. LLMO = AI assistants recommend your brand. If AI can't see you, you're invisible to the future.

Measure: Monitor AI-driven traffic, benchmark brand visibility across LLM surfaces.

Optimize at Edge: Rewrites markup at CDN layer for AI readability — no code changes, instant deployment.

Data: 1,100% YoY increase in AI traffic to retail sites. AI visitors 12% more engaged, 5% more likely to convert.

Pitch: 'GEO is a C-suite concern. Early movers are building authority on AI surfaces while competitors still optimize for Google page one.'

Adobe 11✓ Covered

Adobe MCP Connectors

How third-party AI plugs into Adobe.

Adobe publishes MCP servers for AEP, Express, Analytics, CJA, AEM, Illustrator, Firefly, Acrobat, and more. Any MCP-compatible AI client connects through standardized protocol.

Adobe Context

USB-C ports on every Adobe product. Instead of custom integrations for each AI tool, plug in once and it works.

Available servers: AEP (+ Agent Orchestrator), Express, Analytics, CJA, AEM (Content, DA, Odin), Illustrator, Firefly, Acrobat, PS/LR, Stock.

Live example: In this Claude conversation, Adobe MCP connectors are active — that's how Claude interacts with Express templates and AEP data.

Firefly MCP: Resource discovery and codification. Generate config from Firefly UI. Works with Claude, Cursor, Windsurf.

Why it matters: Platforms easiest to integrate with win. MCP makes Adobe a first-class citizen in any AI ecosystem.