Adobe To Debut First TV Ad Powered By Firefly AI During Sports Primetime

Adobe will premiere the first-ever TV commercial powered by its Firefly generative AI during high-profile sports broadcasts on Monday night. The commercial for Adobe Photoshop highlights creative capabilities enabled by the company’s AI technology.

Set to air during MLB playoffs and Monday Night Football, two of the most-watched live events on television, the new Adobe spot will showcase Photoshop’s Firefly-powered Generative Fill feature. Generative Fill uses AI to transform images based on text prompts.

With Adobe’s new commercial, generative AI will enter the mainstream spotlight, reaching audiences beyond just tech circles. While early adopters have embraced AI tools, a recent study found 44% of U.S. workers have yet to use generative AI, indicating its capabilities remain unknown to many.

The high-profile ad also lets Adobe showcase its AI leadership against rivals like OpenAI’s DALL-E in the increasingly competitive space of generative design. With AI capabilities now embedded in many tools, the commercial provides a chance for Adobe to demonstrate its edge and differentiate Photoshop for creative professionals.

Since launching Firefly in March, over 3 billion AI-generated images have been created by users, establishing it as the most popular commercial model globally. Adobe is betting that primetime viewers are now ready to embrace the creative potential of its AI.

“This all-new campaign was inspired by the excitement and ethos of Firefly-powered tools in Photoshop,” said an Adobe spokesperson. The commercial aims to showcase how AI can empower people to explore new creative possibilities, featuring a girl creating her dream birthday invitation using the technology. The commercial can be viewed here.

For Adobe, the sports broadcasts represent a prime opportunity to dazzle wide audiences. The ad buy suggests confidence that showcasing its AI leadership can boost brand affinity and engagement. It also cements expectations that AI will soon be ubiquitous across marketing and media.