Nvidia, Adobe bring AI-powered digital production to GTC – News

Generative artificial intelligence is transforming content creation, but companies that make physical products need more than just images — they need pixel-perfect brand fidelity at scale. That tension between creative speed and product accuracy is fueling a new era of AI-powered digital production in marketing.

Adobe Inc. and Nvidia Corp. announced a strategic partnership at GTC 2026 to accelerate AI-powered creation, production and personalization, combining Adobe’s creative and marketing workflows with Nvidia’s open models, libraries and accelerated computing. A new cloud-native 3D digital twin solution enables brands to carry a product’s digital identity from the design phase into campaign production, according to Rev Lebaredian (pictured, right), vice president of Omniverse and simulation technology at Nvidia.

“We’re taking these digital twins that we’re using as part of the design cycle of these products and carrying those digital twins forward into the marketing and communications part of the same enterprise,” Lebaredian told theCUBE. “It’s really important that you use the actual digital twin because as great as AI is at creating content … it’s really important when you represent your product that what you’re showing is exactly what it’s going to be like when people interact with it in the physical world. You can’t really promise that with a pure AI-generated image.”

Lebaredian and Varun Parmar (left), general manager at Adobe, spoke with theCUBE’s John Furrier at the Nvidia GTC AI Conference & Expo, during an exclusive broadcast on theCUBE, News Media’s livestreaming studio. They discussed how AI-powered digital production is changing marketing workflows by helping brands scale content without sacrificing product identity. (* Disclosure below.)

AI-powered digital production reshapes the content supply chain

The Nvidia-Adobe partnership centers on a workflow that converts computer-aided design files into simulation-ready digital twins, routing them through Adobe’s content automation platform. Instead of recreating product assets for each campaign, brands can use a consistent digital representation across design, marketing and commerce workflows, Parmar noted.

“The need for content is going to go up by 5x over the next two years,” Parmar said. “We know generative AI is the solution for content scaling. However, there are certain industries where identity preservation is really important, where you want to make sure that there are exact pixels of the product that are represented and there’s no hallucination.”

That requirement points to the broader view of digital twins and Nvidia Omniverse as core simulation infrastructure for the physical world. In industries such as automotive, consumer electronics and luxury goods, digital twins are not just useful for marketing content — they serve as persistent digital representations of products, helping companies maintain accuracy from design and manufacturing through brand and campaign execution, according to Lebaredian.

“Being able to represent physical things inside a computer and do iterations on it … is a superpower,” Lebaredian said. “Without it, we actually don’t really have a chance at creating the complex products that we’re creating today and into the future.”

The payoff could be substantial. Campaign asset production that once took 28 to 30 days can now be done in minutes, Parmar emphasized. And because a digital twin exists before a physical product ships, brands can begin campaigns months earlier, extending AI-powered digital production from design through launch, Lebaredian added.

“In the case of the automotive industry … it can be a year or more from the point at which they know exactly what the car is supposed to be like, because the design is finalized and they’re manufacturing it … until they have a final production car out,” Lebaredian said. “You can get a head start and be ready day zero.”

Stay tuned for the complete video interview, part of News’s and theCUBE’s coverage of the Nvidia GTC AI Conference & Expo.

(* Disclosure: TheCUBE is a paid media partner for the Nvidia GTC AI Conference & Expo. Sponsors of theCUBE’s event coverage do not have editorial control over content on theCUBE or News.)

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