How Adobe and Coca‑Cola are using Project Fizzion to redefine brand‑safe AI in global marketing

What is Project Fizzion and why are Adobe and Coca‑Cola betting on brand-safe AI to transform global marketing?

Adobe Inc. (NASDAQ: ADBE) and The Coca-Cola Company (NYSE: KO) have unveiled a pioneering AI initiative known as Project Fizzion—an enterprise-grade generative design intelligence system aimed at accelerating content creation while ensuring brand safety across global campaigns. Developed in close partnership using Adobe Firefly Services and Custom Models, Project Fizzion integrates directly into Adobe Creative Cloud workflows to help Coca‑Cola scale on-brand content production up to 10 times faster across more than 200 countries. Adobe’s Q2 FY2025 earnings call placed significant emphasis on this deployment as a key example of its AI-first enterprise growth strategy, aligning with the company’s broader push to commercialize Firefly through vertical-specific solutions like GenStudio.

While Adobe has long been the dominant software vendor in creative and marketing design, the company is now positioning itself as a strategic AI partner for global brands seeking scalable, IP-compliant automation. Project Fizzion marks one of the first public-facing enterprise use cases that deeply embeds generative AI within high-stakes creative production environments. For Coca‑Cola, this is more than a tool—it is a mission-critical platform to maintain brand integrity, accelerate speed to market, and localize content without compromising design standards.

Why are brand safety and enterprise-grade customization central to Adobe’s Firefly strategy in 2025?

The integration of Firefly Services and Custom Models into enterprise pipelines reflects Adobe’s strategic thesis that brand-safe, controllable AI is essential for long-term adoption in regulated or high-visibility industries. Project Fizzion, co-developed with Coca‑Cola’s global design intelligence team, was engineered to solve the persistent tension between creative speed and brand governance—a challenge magnified for multinational organizations with dozens of sub-brands and thousands of localization needs.

At the core of Fizzion lies a proprietary “StyleID” system, which allows brand-specific design attributes to be encoded during the creative process. These identifiers serve as dynamic metadata tags, capturing layout structure, color rules, typography, logo treatment, and design intent as interpreted by human designers. The AI system then uses this context to generate new campaign assets that retain creative integrity without human intervention. According to Coca‑Cola’s Senior Director of Global Design Intelligence, Dominik Heinrich, the platform eliminates common pitfalls where generic generative tools fail to understand or respect brand nuance.

From Adobe’s perspective, Firefly’s commercial model depends not only on output quality but also on the reliability and control it offers marketing leaders and design teams. CEO Shantanu Narayen and President of Digital Experience Anil Chakravarthy both referenced Project Fizzion during Adobe’s investor meeting and Q2 earnings call, highlighting its role in establishing Firefly Services and GenStudio as scalable, safe infrastructure for marketing transformation. Analysts and enterprise buyers have increasingly expressed concern that open-ended AI tools pose IP risks, lack transparency, or create legal exposure. Adobe’s controlled and trainable Firefly environment is designed to overcome those barriers.

How is Coca‑Cola using Project Fizzion and Adobe Firefly to accelerate creative workflows across global markets?

Within The Coca-Cola Company, Project Fizzion is being used by design teams operating across Illustrator, Photoshop, InDesign, and related Creative Cloud applications. Rather than functioning as a standalone tool, Fizzion integrates natively into daily creative workflows, allowing designers to generate asset variations in real time based on existing creative inputs. This reduces the need for repeated briefings, manual adaptation for local markets, or post-production alignment checks.

As designers create hero images or campaign layouts, Fizzion’s StyleID system captures the creative context and builds an underlying visual logic tree. When new variants are required—such as language localization, seasonal refreshes, or format shifts—the AI system can produce new iterations that remain consistent with Coca-Cola’s established guidelines. According to internal reports shared by Adobe, teams have seen up to a 10x reduction in asset production time without requiring changes to brand review protocols.

This performance gain is not only important in terms of operational efficiency—it directly supports Coca‑Cola’s strategy of hyper-localized content delivery. With more than 200 beverage brands across nearly every global region, Coca‑Cola faces immense pressure to ensure that every label, billboard, and video is aligned with cultural expectations while staying on-brand. Project Fizzion provides the technological foundation to meet this scale without requiring a proportional increase in creative resources.

What are the implications of Adobe and Coca‑Cola’s Project Fizzion for other enterprise marketing leaders?

Project Fizzion is rapidly becoming a case study in how large enterprises can harness AI without sacrificing brand control, regulatory compliance, or creative quality. Several lessons are emerging from the partnership that may influence marketing leaders across sectors such as consumer goods, financial services, healthcare, and automotive.

First, Adobe’s integration approach—embedding AI where designers already work—demonstrates that AI adoption accelerates when change management is minimized. Fizzion’s direct integration with Creative Cloud tools meant that Coca‑Cola’s design teams could retain their familiar environments, lowering resistance and flattening the learning curve. This has become a crucial insight for CIOs and CMOs navigating the organizational challenges of digital transformation.

Second, the use of enterprise-custom models, rather than generalized AI tools, underscores the need for proprietary training and IP guardrails. Adobe Firefly’s architecture allows Coca‑Cola to tune the model on brand-owned assets, enforce permissions, and prevent hallucinated or off-brand outputs. This is increasingly important for regulated industries or publicly traded companies concerned about reputational risk from inaccurate or unauthorized AI content.

Third, the project illustrates the convergence of marketing and IT. As AI platforms become infrastructure-level investments, success depends on collaboration between creative operations, data management teams, and technology stakeholders. Adobe Experience Platform, which supports Firefly Services and GenStudio, plays a role in unifying these data and creative layers—allowing brands to move from content creation to omnichannel activation seamlessly.

Enterprise marketing analysts have flagged this Adobe–Coca‑Cola partnership as a signal that AI marketing is entering a new phase: not just experimental use cases, but mission-critical systems being deployed across Fortune 500 organizations. As similar integrations roll out through Adobe’s broader GenStudio client base, observers expect to see more brand-safe AI marketing systems emerge in sectors such as luxury retail, pharmaceuticals, and logistics.

How is Adobe planning to scale brand-safe AI infrastructure like Project Fizzion to other enterprise clients?

Adobe’s roadmap includes packaging learnings from Project Fizzion into modular offerings that can be deployed across its expanding GenStudio and Firefly Services portfolio. While Coca‑Cola’s implementation is uniquely tuned to its brand architecture and global footprint, Adobe intends to offer a flexible architecture that allows other clients to define their own StyleID systems, training sets, and brand governance rules.

According to Anil Chakravarthy, Adobe is already seeing strong enterprise demand for Firefly Custom Models, with use cases spanning from retail advertising to B2B product catalogs. The Firefly infrastructure also allows for integration of third-party models, enabling customers to combine Adobe’s brand-safe design ecosystem with AI capabilities from other sources such as OpenAI, Google, and Black Forest Labs—all under the same creative governance framework.

The company’s AI-first book of business is on pace to exceed $250 million in ARR by the end of fiscal 2025, bolstered by deals like Project Fizzion and new commercial bundles such as Creative Cloud Pro. Adobe’s management has signaled that verticalized solutions will play a growing role in its go-to-market motion, positioning Firefly and GenStudio as the standard operating system for brand-driven content generation in enterprise settings.

Adobe is also expected to showcase additional brand AI innovations at events like the Cannes Lions Festival, where it has committed to revealing new agency and technology partnerships that expand the scale and reach of its Firefly ecosystem.

What is the long-term strategic outlook for Adobe and Coca‑Cola’s collaboration on generative AI marketing?

As Project Fizzion matures, both Adobe and The Coca-Cola Company are poised to shape industry standards around how brands interact with generative AI. While many organizations remain cautious due to legal, ethical, and creative concerns, this partnership demonstrates that AI can enhance—not compromise—brand values when built within secure, collaborative frameworks.

For Coca‑Cola, the platform provides not only operational leverage but also strategic advantage. The ability to respond quickly to market shifts, create localized content at scale, and maintain coherence across a vast global portfolio helps the beverage leader stay agile and culturally relevant. For Adobe, the success of Fizzion validates its Firefly commercial model and strengthens its position as a critical layer in enterprise AI transformation.

Institutional sentiment appears aligned with this direction. Analysts tracking Adobe’s enterprise and Digital Experience performance have noted that its shift from creative tools provider to AI infrastructure partner is beginning to reshape customer value propositions. With major accounts like Coca‑Cola acting as public references, Adobe is building credibility in enterprise boardrooms—especially among CMOs and CTOs seeking to harmonize creativity and automation.

Looking ahead, Adobe is likely to expand Firefly Services to other domains, including retail execution, real-time video generation, and automated brand reporting. If Project Fizzion is any indication, the market for branded, safe, and scalable generative AI is just beginning.