Tuesday, February 10, 2026
As consumers increasingly rely on large language models such as ChatGPT for research, inspiration, and purchasing decisions, brands must rethink how they reach and engage audiences. At the same time, marketing teams must adopt new methods for creating, distributing, and measuring advertising effectiveness in AI-driven environments. Recognizing this shift, Adobe continues to position itself at the forefront of AI-powered marketing transformation.
In this context, Adobe has expanded its collaboration with OpenAI by joining the Ad Pilot Program as a testing partner. The pilot is currently live for logged-in users aged 18 and above in the U.S. who use ChatGPT’s Free and Go plans. This move builds on Adobe’s earlier integration of Photoshop, Adobe Express, and Acrobat into ChatGPT, which now serves more than 800 million weekly users worldwide.
Through this pilot, Adobe and OpenAI are jointly exploring how advertising can be seamlessly and responsibly integrated into conversational AI. Rather than disrupting user experience, the goal is to deliver relevant, clearly labeled, and useful ads that support continued access to AI while maintaining trust. Adobe brings its deep expertise in AI-driven Customer Experience Orchestration to help shape this new advertising model.
“We believe ads play an important role in continuing to support broad access to AI,” said Asad Awan, Ads and Monetization lead at OpenAI. “By working closely with partners like Adobe in this pilot, we’re able to thoughtfully test new ad experiences and learn together to ensure ads are separate and clearly distinct, relevant, and useful while maintaining the trust people place in ChatGPT.”
As part of the trial, Adobe will run ads for Acrobat Studio and Adobe Firefly in partnership with WPP Plc. Acrobat Studio combines AI-driven document interaction with creative tools in a single platform, while Firefly supports end-to-end creative workflows from ideation to final output. The pilot will help Adobe refine how ads can enhance user value without compromising privacy or trust.
Beyond advertising, Adobe continues to strengthen its leadership in AI-powered marketing through tools like Adobe GenStudio for Performance Marketing, which enables marketers to create, optimize, and distribute content across channels using generative AI. Meanwhile, Adobe is investing in LLM Optimizer, a tool that helps brands manage how their content appears in AI-driven search and conversational platforms.
Looking ahead, Adobe’s planned acquisition of Semrush—pending regulatory approval—aims to give marketers a unified view of brand visibility across AI platforms, traditional search, and owned digital properties.
Ultimately, Adobe believes the future of marketing lies at the intersection of creativity, data, and AI-driven experiences. As conversational AI reshapes consumer behavior, the company remains committed to helping brands stay visible, relevant, and trusted in this rapidly evolving digital landscape.
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