Adobe Expands AI Partnership With AWS at re:Invent 2025

December 2, 2025

Details

  • Adobe CEO Shantanu Narayen delivered a keynote at AWS re:Invent 2025, unveiling a strengthened partnership between Adobe and Amazon Web Services centered on AI-driven creativity and marketing solutions.
  • The collaboration brings together key Adobe products—Express, Acrobat Studio, Firefly, Experience Platform, GenStudio for Performance Marketing, and Real-Time CDP Collaboration—with AWS offerings such as Amazon Bedrock, EC2 P5/P6 instances, Amazon Connect, and Amazon Ads.
  • Firefly’s generative AI models will leverage AWS EC2 P5 and P6 for training and utilize Amazon S3 and FSx for Lustre for storage; Acrobat Studio is integrated with Amazon Bedrock for access to foundational AI models; Express incorporates AWS AI for enhanced conversational editing features.
  • This announcement builds on previous joint efforts, including launching Adobe Experience Platform on AWS in December 2024, and new integrations with Amazon Connect and Amazon Ads in March 2025, reflecting ongoing collaboration momentum.
  • The companies are also exploring multi-agent collaboration with Amazon Bedrock AgentCore, setting the stage for broader adoption of autonomous AI agents in creative and marketing workflows and advancing large-scale first-party data activation.

Impact

The expanded partnership enables enterprises to build seamless AI-powered marketing and creative operations entirely on AWS infrastructure. By aligning with AWS re:Invent’s focus on agentic AI, Adobe and AWS aim to accelerate the shift to autonomous marketing and customer experience. Consolidating Adobe's core offerings on AWS enhances its position against competitors, while AWS benefits from deeper integration with a leading creative and marketing software provider.

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