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Qualcomm has extended its partnership with Adobe to adopt GenStudio, a suite of tools that applies generative Ai to marketing workflows. The company said the move will help its teams scale the creation and delivery of personalised campaigns across multiple channels.
The announcement was made on 19 September, with Qualcomm highlighting its need to manage a growing volume of digital content as it broadens its intelligent computing portfolio.
Scaling Marketing Campaigns
Don McGuire, Senior Vice President and Chief Marketing Officer at Qualcomm, said the company is reshaping how creativity scales.
“Qualcomm has delivered technology breakthroughs that have reshaped industries for over 40 years, and we are in a unique position to power the next era of Ai transformation,” McGuire said. “To meet this moment, we’re rethinking how creativity scales – streamlining the content creation process from ideation to execution. Adobe GenStudio will enable our teams to produce high-quality, personalised assets faster and more efficiently, unlocking new levels of productivity and creative impact across the marketing organisation.”
Adobe said its GenStudio platform allows businesses to optimise content supply chains, ensuring that campaigns can be delivered at speed without sacrificing brand consistency.
“Achieving personalisation at scale is a major growth lever for businesses, but inefficient content supply chains often slow down an organisation’s ability to customise experiences across audiences,” said Varun Parmar, General Manager of Adobe GenStudio and Firefly Enterprise. “Adobe GenStudio uniquely brings together Ai, creativity and marketing solutions for Qualcomm to overcome these roadblocks, dramatically increasing output while maintaining a high bar for quality.”
Tools In Use
Qualcomm is using several applications within Adobe GenStudio, including:
- GenStudio for Performance Marketing: allows teams to create, resize and translate content for different channels, backed by performance insights that guide creative adjustments.
- Adobe Express: a self-service tool for creating assets within approved brand guidelines, enabling faster response to regional or time-sensitive campaigns.
- Adobe Firefly: pilots with Firefly, Adobe’s family of generative Ai models, are aimed at producing on-brand imagery while giving creative teams control over generated content.
- Adobe Experience Manager (AEM): Qualcomm is expanding its use of AEM to experiment with content variations activated by text prompts, supporting tailored digital experiences.
These tools complement the company’s existing Adobe stack. Workfront is used to plan and manage creative projects, while Marketo provides marketing automation and customer insight.
Optimising Content Supply Chains
By integrating GenStudio into its operations, Qualcomm said it expects to improve the way workflows connect across marketing teams, creating greater self-service capabilities and reducing friction in content production.
The focus is on personalisation at scale, ensuring thousands of weekly assets can be produced with speed while staying aligned with brand standards.
Last Updated on September 19, 2025 by Nick Ross
