International group Brandtech, a pioneer in generative marketing AI, and Adobe, a global leader in digital creation, have announced a partnership aimed at boosting marketing creation.

Two tech giants are joining forces today. Brandtech , which distributes Pencil Pro, a Gen AI marketing platform, has signed a partnership with Adobe to integrate Adobe Firefly services into its tool.

Specifically, Pencil Pro will now offer Adobe Firefly services: the latter uses artificial intelligence to generate images, sounds, and videos that can be used safely by businesses. This partnership has a clear end goal: to help brands market better, faster, and more cost-effectively using the latest technologies.

“2025 will be the year of massive tectonic shifts in marketing as generative AI moves from pilot projects to widespread deployment by the world’s most progressive marketers. Given the scale of the enormous change that is taking place, both Adobe and Brandtech will be major beneficiaries. This partnership will provide the world’s largest advertisers with a huge competitive advantage and a marketing superpower ,” said David Jones, Founding President of Brandtech.