Adobe touts AI tools for scaling brand content at speed

Adobe published a sponsored article on MIT Technology Review arguing that AI is essential for meeting surging content demand. Citing McKinsey, it claims consumers watch over 12 hours of video daily. Adobe research predicts content demand will grow 5x in two years, and 94% of creatives say AI helps them produce faster, saving 17 hours per week. Nestlé used Adobe Firefly Custom Models to cut workflow cycle times by 50%, per Wael Jabi, global strategic comms lead for KitKat. Adobe partnered with film studios Wonder Studios, Promise.ai, B5 Studios, and agencies CAA, UTA, WME to build IP-immersive models. A strategic partnership with NVIDIA was announced. Adobe acquired Semrush for brand visibility. Major League Baseball uses Adobe LLM Optimizer to maintain AI interface visibility. Adobe's Creative Agent orchestrates workflows across apps. The article advises auditing content supply chains before automation, starting with high-volume low-stakes tasks, and building governance from the start.