The partnership will see McCann integrate Adobe’s creative AI suite—including Adobe Express, Adobe Firefly, and Firefly Services—into campaign workflows for selected clients. 

The effort will focus particularly on Adobe’s emerging object compositing capabilities, which allow designers to generate and assemble visual elements using prompts and existing brand assets.

The initiative sets up a structured framework for the two companies to configure, pilot, and scale AI-assisted creative production within real briefs rather than lab demonstrations. 

Under the arrangement, Adobe will provide technical consulting, product access, and engineering support while McCann runs pilot campaigns with global and regional clients.

The collaboration also includes training programmes aimed at equipping McCann’s creative and production teams with advanced certification in Adobe’s tools. Areas covered will range from art direction and motion graphics to AI-assisted design and development.

“Our collaboration with Adobe brings a practical step-change in how generative AI is applied to real marketing work,” said Paul Soon, chief executive of McCann Singapore. 

Beyond immediate campaign work, the two firms plan to explore emerging creative formats made possible by generative AI. 

These include responsive storytelling models, real-time cultural localisation of content, and cross-format asset creation spanning social platforms, gaming environments, and spatial media.

“Adobe is redefining how creativity and technology come together in modern marketing,” said Aaron Mitchell Finegold, head of product marketing for Firefly Enterprise at Adobe. 

Alongside the technology pilots, McCann plans to establish a data-creative intelligence lab combining Adobe’s generative AI tools with the agency’s brand strategy and behavioural insights. 

The lab will test new creative workflows while studying indicators such as brand memorability, emotional impact, and visual performance in AI-generated content.

The collaboration will also introduce a “Creative AI Usage Charter” intended to guide how generative AI is used across agency and client work. 

The framework is expected to cover governance principles, brand-safety considerations, intellectual-property handling, and responsible AI deployment as the technology becomes more deeply embedded in marketing operations.

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