Adobe MAX 2025: How GenStudio Is Powering The Next Wave Of AI-Driven Marketing Creativity

While most of the announcements at this year’s MAX conference were focused at creators, Adobe is also bringing some new capabilities to GenStudio, its AI-powered performance marketing suite which is now evolving into an even more dynamic platform that blends creativity and data with measurable results. Adobe believes that new features and upgrades will enable marketers to save time and take creativity, performance marketing and data intelligence to a whole new level.At the sidelines of the event, Times Now spoke with Varun Parmar, General Manager of Adobe GenStudio and Firefly to understand how company’s latest innovations are shaping the future of marketing and creativity, enabling marketers and brands to work smarter, faster and more creatively

than ever before.“This year, we’re announcing three major updates,” said Varun. “The first is support for video ads.” It’s a logical step forward as Varun pointed out, video ads perform 12 times better than static images, and marketers are increasingly turning to video-first strategies to drive engagement. With this update, Adobe GenStudio now enables users to create, optimise and publish video ads across multiple platforms directly from within the product.“We’ve expanded the aperture of ad platforms we support,” he explained. “You can now publish directly to TikTok, LinkedIn, Amazon Ads, and even through DSPs (Demand-Side Platforms).”But the innovation doesn’t stop at publishing. GenStudio now goes a step further by offering performance insights into each video ad by analysing everything from tone of voice and audio genre to what’s happening in each frame. These insights help marketers understand what’s working, and then use that data to create even more effective campaigns.“All of this,” Varun emphasised, “is built right into GenStudio for performance marketing.”

The Rise of Agile Marketing

The integration of generative AI has redefined how marketing teams work. According to Varun, Adobe’s vision for “agile marketing” is driving this transformation. “The world is moving towards agile marketing,” he said. “That means performance marketers can now self-serve —create content themselves without having to depend entirely on studio or creative teams. With AI, and with the right brand guardrails in place, marketers can respond to cultural moments in real time.”This shift enables brands to stay relevant and reactive, turning around campaign content in a matter of days instead of weeks.“In the past, a typical campaign could take anywhere from three to six weeks to be ready,” Varun noted. “Now, with GenStudio, that’s down to three to four days.”Adobe’s GenStudio is already driving results for major global brands and agencies.“One example is Lenovo,” Varun shared. “They’re using our product for both paid media and first-party website content.” He pointed to Lenovo Gaming as a specific instance, where several web banners and campaign creatives were generated using GenStudio.“The results were dramatic,” he said. “They saw a massive acceleration in campaign turnaround time both for website and paid channels.”Such efficiencies are proving especially valuable in paid media, where the stakes are high and the budgets even higher.“Globally, around $1 trillion is spent annually on digital media, and much of that goes to ad platforms,” Varun explained. “Even a one or two percent increase in ROI can have a huge impact at that scale.”

Protecting Brands and IP

With the ease of content creation that AI brings, questions around brand safety, IP protection, and creative integrity are inevitable. Adobe has built multiple layers of security and governance within GenStudio to ensure that brands stay protected.“One of our biggest differentiators,” said Varun, “is how we enforce brand guidelines within the platform.” When a marketer creates content using GenStudio, it must align with the predefined brand guidelines uploaded into the system. Additionally, Adobe employs an AI adversarial network that evaluates every output against those guidelines assigning it a score from 1 to 100.“Anything that scores below 90 can automatically be flagged or blocked from being published,” he explained. “So brands can have complete peace of mind that their content stays consistent and compliant.”Adobe’s goal is to let performance insights directly inform creative decisions closing the loop between ideation, execution, and optimisation.“If we can help brands improve their ROAS (Return on Ad Spend) by even 5–10%, that’s a massive gain. The next frontier for us is letting performance guide creativity,” Varun concluded.