SANTA CLARA — Today, longstanding partners Adobe (Nasdaq) and NVIDIA have announced a new collaboration aimed at harnessing the potential of generative AI to propel creative workflows to new heights. The partnership, which builds upon their extensive history of research and development cooperation, seeks to co-develop a new breed of advanced generative AI models deeply integrated into industry-leading applications used by creators and marketers worldwide.

A key focus of this collaboration is the joint development and introduction of cutting-edge generative AI models. These models will find their way to market through Adobe’s flagship Creative Cloud products such as Photoshop, Premiere Pro, and After Effects, as well as through NVIDIA’s new cloud service, NVIDIA Picasso, aiming for broad accessibility among third-party developers. The partnership’s priorities include ensuring the commercial viability of this technology while maintaining content transparency and authenticity through Adobe’s Content Authenticity Initiative.

Part of the unveiling includes NVIDIA’s AI Foundations cloud services, with the introduction of NVIDIA Picasso. This platform empowers users to construct and deploy generative AI-driven applications spanning images, videos, and 3D content, leveraging advanced text-to-image, text-to-video, and text-to-3D capabilities through streamlined cloud APIs.

Scott Belsky, Chief Strategy Officer and EVP of Design and Emerging Products at Adobe, expressed enthusiasm about the collaboration, stating, “We’re thrilled to partner with them on ways that generative AI can give our customers more creative options, speed their work, and help scale content production.”

Greg Estes, VP of Corporate Marketing and Developer Programs at NVIDIA, echoed this sentiment, emphasizing the potential for generative AI to foster unprecedented creativity and efficiency across enterprises.

In a related announcement, Adobe introduced Adobe Firefly, a new family of creative generative AI models. The beta release of its initial model, focusing on generating images and text effects for commercial use, marks a significant step forward. Adobe Firefly aims to enhance precision, power, and speed within Adobe Creative Cloud, Document Cloud, and Experience Cloud workflows.

Moreover, Adobe is actively developing additional generative AI services tailored to video and 3D asset creation, as well as assisting marketers in scaling and personalizing content for digital experiences.

The Content Authenticity Initiative (CAI), spearheaded by Adobe, aims to establish open industry standards for content attribution and credentials. Through Content Credentials embedded at various stages of content creation, modification, or generation, individuals gain insights into the provenance of content, especially when generative AI is involved. With support from NVIDIA and numerous other CAI members, Content Credentials facilitate informed decisions regarding encountered content.

The Adobe-NVIDIA partnership signifies a pivotal moment in the evolution of creative technologies, promising to redefine creative workflows and content production through the transformative capabilities of generative AI.