Team collaborating on AI-enabled creative workflow in Adobe, reviewing editable, layered assets for brand-consistent campaigns.

What Adobe’s Next Wave of AI Means for Your Marketing (and Why Strategy Matters More Than Ever)

November 15, 2025

Adobe’s next wave of AI upgrades isn’t just another feature drop—it’s a shift in how brands plan, produce, and polish creative. For clients, the immediate upside is faster turnarounds and higher production value at the same budget. The strategic reality: you’ll still need experienced humans directing the work so your brand looks and behaves like you—consistently—across every channel.

By Katherine Prieto, Graphic Designer, Rose Agency
With insights from Megan Rose, Diego Lara Carvajal, and Colin Rose.

As Colin put it, the promise here is “more high-quality stuff more often for the same cost.” That matters if your team is stretched or if your storefront visibility has dipped due to construction or market noise: quality content, delivered faster, keeps you in the conversation.

What’s changing inside Adobe—and why it’s a big deal

Katherine’s read on Adobe’s roadmap is clear: “It’s going to be very impactful… content will be easy to edit and create.” Several upgrades stood out:

Project Graph (Firefly + external models): a visual node-based system that unites all Adobe tools, AI models, and custom components in one integrated creative environment.. Colin summarised the leap: “Instead of a flat PNG, you’re left with an editable file… change the texture, the lighting—real control.”
 Katherine added, “Graph integration means you can treat AI images like you created them—adjust materials, lighting, colours.”

  • Adobe Express inside ChatGPT: Prompt, generate, and then jump into Express for brand-true edits. “You can connect Adobe Express in ChatGPT, give it instructions, and the image is linked back for detailed edits,” said Katherine. This closes the gap between idea and on-brand asset.
  • Smarter video + audio (Premiere): AI-assisted caption fixes and voice/noise isolation. Colin’s use case is universal: “Just remove that stutter.” Katherine noted, “It’ll separate layers—voice, music, background sounds—so you can delete a car honk without wrecking the track.”
  • Project Moonlight (creative + data): Pull performance stats (e.g., Instagram), then generate more of what works. “It creates content based on your top performers,” said Katherine.

The client impact: speed is table stakes—direction is the moat

With AI, production bottlenecks fall away. That doesn’t make strategy optional—it makes it decisive. As Colin framed it: “You still need someone carefully curating and guiding it in the right direction.” AI lowers the cost of making; it doesn’t replace knowing what to make and why.

Megan captured the industry shift: “If the tools are interchangeable, the human managing them becomes more valuable.” In other words, the differentiator isn’t whether your team uses Tool A or B—it’s whether your brand has a clear strategy and someone senior piloting the system.

Diego is already thinking pipeline: “Can we integrate an API to pass brand guidelines, automate design, and then review and publish?” That’s the direction—codifying your brand and deploying it reliably across campaigns, platforms, and audiences.

What this means for your next campaign

  1. Faster cycles, tighter cohesion. Expect more testing, more formats, more iterations—without budget creep.
  2. Brand governance matters more. Your brand system (guidelines, tone, design tokens) becomes the “source of truth” that AI respects.
  3. Smarter personalisation. Dynamic landing pages and creative that reflect the exact user journey—as Colin hinted—move from theoretical to practical.
  4. Senior creative leadership is non-negotiable. “The creative director role stays relevant,” said Katherine. AI scales execution; leadership protects meaning.

Our point of view

AI will make your marketing faster and sharper, but only if it’s guided by a team that can connect prompts to purpose, and outputs to outcomes. That’s the value of an agency partner right now: strategic direction up front, creative governance throughout, and a shippable cadence that compounds results.Want to see this in your marketing next quarter? We’ll operationalise your brand system for AI, wire it into your stack, and run an accelerated content cadence with weekly reviews.