Image source: Adobe
Companies such as The Home Depot, The Walt Disney Company, and The Coca-Cola Company are already implementing Adobe’s new AI capabilities, which were showcased this week at the company’s annual creativity conference, Adobe Max.
During the event, Adobe unveiled several innovations, including Firefly Design Intelligence, a tool that enables brands to generate AI-driven marketing visuals that align precisely with their unique visual identity and style guidelines. Another introduction, Firefly Foundry, allows companies to build custom generative AI models trained on their proprietary assets and Adobe’s library of commercially licensed images and videos, ensuring both creativity and brand safety.
“[Marketers] want to own their brand and have better collaboration across organizations,” said Ash King, senior director of Firefly Enterprise Solutions at Adobe. “This [platform] is on-brand by default. … It’s intended to be a designer-in-a-bottle that can help you to get on-brand [content] right out of the gate.”
Coca-Cola, the first brand to adopt Firefly Design Intelligence, relies on maintaining a consistent global brand identity to strengthen awareness and drive sales, explained Dom Heinrich, Senior Director and Global Head of Design Intelligence and Human AI Experiences at The Coca-Cola Company.
Because of the company’s strict branding standards, its creative teams around the world, such as those in Germany, must align precisely with global design guidelines covering elements like logos and color palettes, while still tailoring materials to local markets. To make that process seamless, Coca-Cola implemented Firefly Design Intelligence across several of its key beverage brands, including Coke, Sprite, Smartwater, and BodyArmor.
Each brand’s design rules are stored in AI-driven Adobe files known as StyleIDs, which Coca-Cola shares with its network of agencies worldwide. When a designer opens a StyleID, the system automatically arranges layouts and visual elements according to brand standards, whether for digital content or product packaging. To further unify and streamline creative workflows, Coca-Cola consolidated all of its StyleIDs into a central design hub named Project Fizzion, introduced in May 2025. This initiative embeds the company’s design guidelines and creative guardrails directly into its AI-powered tools, ensuring every brand execution remains both on-brand and locally relevant.
