The AI Arms Race Just Moved Upstream
Adobe and NVIDIA just announced a partnership to supercharge generative AI inside Firefly, unlocking everything from 3D asset creation to large-scale content generation.
At first glance, it sounds like another AI product update. (And there are so many!) But we think it signals something bigger.
The first wave of AI in marketing was all about creation – faster copy, images, and video. The next wave is about infrastructure.
Our new reality is one where AI doesn’t just create assets; it can generate, adapt, distribute, and optimize them across channels at scale.
You can already see the signals:
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Conversational AI emergingas a new ad channel
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Google expanding AI-powered search and commerce
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Creative tools evolving into full marketing platforms
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Most teams are still experimenting with AI tools. That’s a good first step.
But the real shift may be happening one layer deeper, at the platform level. Because if AI becomes the engine behind marketing, the advantage may not be creativity. It may be who owns the infrastructure.
Which raises a bigger strategic question:
Do you build it… or buy it?
