Adobe launches GenStudio for Commerce Media Networks to help retailers scale AI-driven advertising

Adobe has unveiled a suite of new artificial intelligence-powered capabilities for its GenStudio platform, including the launch of GenStudio for Commerce Media Networks, as the software company expands its offerings for retailers and brands seeking to scale advertising across retail media channels.Announced on June 30, the new offering is designed to help retailers enable brands, whether first-time advertisers or experienced marketers, to quickly launch campaigns on commerce media networks using AI-generated creative assets. The platform builds advertising profiles and creative content from existing product listings, website information and category context before activating campaigns directly within a retailer's advertising network.The launch comes as commerce media networks emerge as one of the fastest-growing segments of digital advertising, allowing brands to reach consumers closer to the point of purchase.According to Adobe, the new solution is part of Adobe CX Enterprise, its agentic AI-powered customer experience platform that aims to simplify customer lifecycle management, from acquisition and engagement to conversion and loyalty."The volume and quality of content brands need to produce has outpaced what teams can realistically deliver," said Varun Parmar, Senior Vice President and General Manager, Adobe GenStudio and Firefly Enterprise. He added that GenStudio is designed to help both global brands and new commerce media advertisers create content that reaches customers across multiple digital touchpoints.Adobe is also integrating GenStudio for Commerce Media Networks with Adobe Real-Time CDP Collaboration, enabling advertisers to combine customer data from existing marketing channels for improved audience targeting and campaign measurement on retail media networks. Through a partnership with LiveRamp, retailers' purchase data can also be incorporated into campaign planning, allowing advertisers to tailor campaigns based on actual shopper buying behaviour.Also read: Anthropic launches Claude Science AI platform for researchers, expands into drug discoveryAlongside the commerce media offering, Adobe announced several enhancements across the broader GenStudio ecosystem aimed at improving content creation, campaign execution and marketing analytics.Among the new capabilities is Simulate Skill within Adobe Brand Intelligence, which generates synthetic audience responses modelled on real customer data to help marketers evaluate how creative assets are likely to perform before launching campaigns. The company says the feature is intended to reduce uncertainty in campaign planning while allowing teams to refine messaging before committing advertising budgets.Adobe has also introduced agentic campaign management through a new MCP integration in Adobe Workfront. The feature enables marketers to assign tasks, track project status and manage campaign workflows using large language model applications.For creative teams, Firefly Graph for enterprise provides a visual workflow builder that combines Adobe's creative tools with third-party AI models, allowing organisations to automate content production while maintaining greater visibility into creative processes. Additionally, Firefly Custom Models are now available within Adobe Photoshop, enabling designers to generate brand-specific AI images directly inside the application.The company has also expanded GenStudio for Performance Marketing with a cross-channel insights dashboard that now includes Connected TV (CTV) performance through an integration with MNTN. New AI-powered recommendation features will identify ads that should be refreshed, scaled or optimised, while an upcoming "Next Best Creative" capability will automatically generate new assets based on top-performing campaign content.Adobe also introduced a Unified Campaign Metadata Service, which creates a shared record of campaign assets across planning, creation and activation workflows, allowing marketing teams to manage and measure content more consistently across Adobe's enterprise applications.