McCann Singapore has announced a new collaboration with Adobe to explore and deploy next-generation generative AI features in real-world brand and campaign workflows with Adobe Express, Adobe Firefly, Firefly Services, as well as experimental projects pushing the boundaries of Adobe’s object compositing generative capabilities.
The collaboration establishes a structured framework for McCann and Adobe to configure, pilot, and scale new creative workflows using Adobe’s latest object compositing generative AI capabilities. These will support clients as they seek faster, more efficient, and more personalised content delivery across channels.
McCann Singapore will select global and regional clients to participate in live pilots that integrate AI-enabled creative production into active briefs, for which Adobe will provide priority access, consulting and technical support.
The collaboration includes joint talent enablement, with McCann investing in Adobe’s advanced training and certification for its creative and production teams, across art direction, motion graphics, design and AI development.
McCann Singapore CEO Paul Soon said, “Our collaboration with Adobe brings a practical step-change in how generative AI is applied to real marketing work. With Adobe, we are enabling our teams and clients to generate brand-safe content with greater accuracy, consistency, and control — grounded in trusted data, approved assets, and governed workflows. Working closely with Adobe and our platform partners, McCann Singapore is focused on raising the standard of generative AI deployment: faster production where it makes sense, higher quality where it matters most, and confidence that creative output remains compliant, accountable, and true to the brand.”
Beyond immediate client applications, the collaboration also creates space to explore emerging creative formats, including new content models, responsive storytelling, real-time cultural localisation, and cross-format asset creation across social, gaming and spatial media platforms.
Aaron Mitchell Finegold, Head of Product Marketing, Firefly Enterprise at Adobe said, “Adobe is redefining how creativity and technology come together in modern marketing. This collaboration with McCann allows us to continue exploring new creative frontiers actively and responsibly — testing emerging formats, advancing generative capabilities, and shaping what the next chapter of brand storytelling could look like.”
As part of the collaboration, McCann will also establish a data-creative intelligence lab, bringing together Adobe’s generative AI capabilities with McCann’s brand strategy and behavioural insights to prototype new creative workflows and develop signals around effectiveness, including brand memorability, emotional impact and AI-enabled visual performance.
The collaboration also reflects a shared commitment to responsible innovation with a “Creative AI Usage Charter” developed to align agency and client adoption of generative AI. McCann and Adobe will work together to establish clear creative governance principles and support for brand safety considerations, intellectual property workflows, and responsible use of AI as these technologies become increasingly embedded in marketing and production workflows.
Legal Disclaimer: The Editor provides this news content "as is," without any warranty of any kind. We disclaim all responsibility and liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. For any complaints or copyright concerns regarding this article, please contact the author mentioned above.
