Agentic AI at Scale: NVIDIA and WPP Open Up Creative Intelligence Innovation with Adobe Agents

As AI agents take on everything from content creation to decision-making, the center of marketing operations is shifting from static campaigns to always-on personalized experiences. In environments like global retailers that must handle millions of product, customer, and channel combinations, systems are needed that can rapidly update images, copy, and pricing while maintaining brand control and governance.

To this end, Adobe, WPP, and NVIDIA have expanded their collaboration. The core focus is combining Adobe's creative and customer experience platform and the new Adobe CX Enterprise Coworker, WPP's marketing and media capabilities, and NVIDIA's accelerated computing and software stack to create a structure where agents can move across multiple stages to perform tasks.

On the NVIDIA side, the technologies used include Nemotron open models, the NVIDIA Agent Toolkit, and the NVIDIA OpenShell runtime for building and running safe agentic AI. In the OpenShell-based environment, agents operate within an isolated, policy-based sandbox, allowing both what they can do and which policies apply to be verified together, while keeping execution records auditable.

The key effects of this collaboration are as follows.

• End-to-end agentic workflow: Adobe develops creative and marketing agents that can generate, vary, and version on-brand assets.
• Controlled execution: OpenShell helps safely operate long-running agents on-premises or in the cloud.
• Commercially safe content: Adobe Firefly Foundry, accelerated by NVIDIA AI infrastructure, allows enterprises to finely tune custom models using their own assets to generate on-brand content at scale.
• 3D digital twin-based production automation: Adobe's cloud-native 3D digital twin solution is now generally available on top of the NVIDIA Omniverse library and OpenUSD, enabling agents to leverage a product's persistent identity to automate high-quality content for various formats, markets, and configurations.

Ultimately, rather than choosing between speed and safety, this collaboration enables agents to create, modify, and distribute content within a policy-governed environment. The result is a new marketing foundation, scaled globally, where creative intelligence, performance optimization, and reliability are designed together from the ground up.

At the Adobe Summit's second-day keynote, a demo of Adobe CX Enterprise Coworker will be unveiled, along with a fireside chat between Jensen Huang and Shantanu Narayen at the same event.