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AI creative workflow builder for Adobe Firefly.

I led enterprise discovery, prototyping and product design for reusable workflows, batch image editing and collaborative canvases.

  • Enterprise
  • GenAI
  • SaaS
  • Design Systems

Project overview

  • Overview

    From AI access to a production workflow

    Enterprise Firefly tools for bulk image processing, collaborative review, and reusable campaign workflows.

  • Role

    Product Design Lead

    Product structure, bulk production flows, shared UI patterns and the Adobe MAX launch story.

    Team: AI researcher, solution architect, lead engineer, PM, UX researcher

  • Problem

    Production required manual handoffs

    Enterprise teams could generate assets, but bulk production still required manual handoffs between generation, review and delivery. The product needed to connect those steps in a repeatable workflow.

  • Solution

    One workflow from generation to delivery

    Connect bulk generation, review, and workflow automation so enterprise teams can produce campaign assets with Firefly.
Creative production tool mockup with asset gallery, timeline, and color controls
Early workspace with a gallery, timeline, and color controls.

Research with enterprise customers

I worked with product and research partners on discovery calls with ten enterprise clients and beta testers. Interviews and surveys examined where the existing tools fell short in day-to-day production.
Microsoft Teams call with Adobe Creative Cloud strategy deck on screen
Creative Cloud strategy review.

Manual work between generation and delivery

Teams generated assets in Firefly, then rebuilt them in Photoshop and spreadsheets for campaign volume. Brand checks stayed manual, while comments, approvals and handoffs moved through email and Slack.
  • Netflix
  • Microsoft
  • Coach
  • Pepsi
  • Adobe
Creative, brand, and production teams interviewed, 2024 to 2025.

From research to production

  1. 01

    Discovery

    Client calls, surveys, and beta feedback defined the requirements.

  2. 02

    Ideation

    Workshops shaped an infinite canvas with GenAI workflows.

  3. 03

    Prototyping

    Bulk flows like focal-point resize, tested with 20 users.

  4. 04

    Test and iterate

    Reviewed model output and Creative Cloud integration.

Testing bulk image actions

The first release tested background removal, resizing and recoloring across thousands of images, with sample previews for quality control.
  • Adobe Photoshop with the Recipe for Magic social-asset generation panel

    Photoshop

  • Adobe Illustrator Instagram-post template for the Recipe for Magic campaign

    Illustrator

  • Adobe Express brand workspace with MAX quote-card variations

    Express

  • Adobe GenStudio content dashboard with performance metrics

    GenStudio

From upload to completed batch

Configure actions, upload files, preview a sample, and track the batch through completion.
Adobe Firefly Enterprise landing page for Creative production
Screen 1 of 10

01. Enter the suite

Where teams enter creative production.

What the work returned

The original project recorded eight figures of added ARR, five products shipped for B2B and B2C, and a 10× reduction in production time for teams using the product. The release began with single-action batches, then expanded the controls.
Added ARR2
8 figures
New products shipped for B2B and B2C2
5
Production time reduction for teams using the product2
10×

Shared production controls

Shared widgets for presets, custom sizes, background upload, color, and aspect ratios, reused across the console and the canvas.
Style presets widget
Styles
Custom sizes widget
Custom sizes
Background image upload widget
Background upload
Color picker widget
Color picker
Social media size presets widget
Social sizes
Social media ratio presets widget
Social ratios
Custom aspect ratio widget
Aspect ratios

Setting the product direction

I presented the GenAI investment case using renewal risk and adoption research, and led workshops to define the canvas and workflow-builder roadmap.

Review assets in the shared workspace

Generated variants, comments and approval states stay beside the work, so reviewers can discuss the asset they are deciding on.
Adobe GenStudio previewing generated asset variants before approval
Review the generated asset set.
Collaborative review board with pinned comments and approval states
Discuss changes on the canvas.

Apply brand rules to every variant

Reusable components carry the brand parameters. Reviewers can inspect flagged issues before approving the generated assets.
Dynamic component system with brand parameter controls
Define the component and its allowed variants.
Quality control panel with brand violation detection and compliance scoring
Inspect brand checks before approval.

Reuse a sequence for the next campaign

Connect generation, masking, recoloring and brand checks in one workflow. Keep review and delivery in the same sequence.
Multi-step prompt chain connecting sequential AI operations
Connect the generation steps.
Node graph workflow builder with brand check and share-for-review steps
Add checks, review and delivery.

Principles for batch production

  • Speed

    Reduce steps to a finished asset

    Keep routine actions short when teams are producing assets against a deadline.

  • Adaptive

    Start simple, reveal depth on demand

    Show the first action clearly and make advanced controls available when needed.

  • Variable

    Define reusable variables

    Use shared variables and constraints to apply changes across asset variants.

  • Checks

    Check before processing

    Flag brand, accessibility, and production issues before processing a batch.

  • Smart

    Create once, apply everywhere

    Apply an approved decision across sizes and variants.

  • Integrated

    Continue work across Adobe tools

    Continue canvas work in Photoshop and sync edits across connected Adobe tools.

Brief to launch, in four steps

  1. 01 · Brief

    Workflow agent

    • Text to workflow
    • Brief to workflow
    • Image or reference to workflow

  2. 02 · Creative

    Campaign and design

    • Upload a design
    • Start from a campaign
    • Set the design layouts

  3. 03 · Post-prod

    AI brand check

    • Flag off-brand issues
    • Flag design and accessibility issues
    • Flag copy issues

  4. 04 · Launch

    Done

    • Send for review
    • Upload to cloud or download
    • Publish to a running campaign

Campaign workflow walkthrough

The GenStudio demo follows a campaign brief through brand-applied assets, quality control and final approval.
Adobe GenStudio landing screen for enterprise creative production
Screen 1 of 12

01. Open GenStudio

The enterprise entry point: brand, campaigns, and credits in one place.

Adobe Summit, then the MAX keynote

I demoed the suite to enterprise customers at Adobe Summit in Las Vegas, 2025. It featured in the CEO keynote, and personalization and the workflow builder shipped in enterprise GA. Adobe’s public announcement described the workflow builder, more than twenty generative actions, and connections to Experience Manager Assets and Frame.io.1
Tidjane demoing Firefly Enterprise creative production to customers at Adobe Summit, Las Vegas 2025
Adobe Summit · Vegas 2025
Adobe MAX keynote slide, CEO on stage with creative collage
CEO keynote
Public launch personalization orchestration slide
Personalization
Public launch workflow builder slide
Workflow builder

Recommendations

From people who worked on this with me.
Adobe

Tidjane is one of the kindest, most thoughtful designers I’ve worked with. He listens deeply, takes feedback well, and consistently brings clarity by showing, not just talking. He’s the kind of person who observes quietly, then shares a solution that reframes the whole conversation.

We worked adjacent to each other on GenStudio, and I got to see him build a full design system that supported an entire ecosystem of tools. It was incredibly detailed, well-structured, and easy to build on. His files are a dream to work with — no extra frames or messy nesting, just clean, organized design that respects the next person in the file.

Tidjane is a rare kind of designer. He brings calm, clarity, and care to everything he touches. Any team would be lucky to have him.

Richie Taylor on LinkedInDesigning the Future of AI Tools | Product Designer | Systems Thinker
Adobe

Working with Tidjane is always a pleasure. He’s one of those rare people who can tackle tough problems head-on, and make it look easy - all while bringing strong visual thinking and a solid grasp of the tech under the hood. Whether we’re brainstorming wild ideas or diving into tricky challenges, he’s a great partner to have by your side. Nothing ever feels too big or too impossible.

Tomasz Opasiński on LinkedInAI Product . Future Creative Tools @ Adobe . Polymath

Shipped with

  • AI Researcher

    GenAI model evaluation, quality benchmarks, accuracy tuning

  • Solution Architect

    Suite technical architecture, API integrations

  • Lead Engineer

    Bulk console build, canvas prototypes, GenAI API integration

  • Product Manager

    Enterprise GA sequencing, stakeholder alignment

  • UX Researcher

    Enterprise client interviews, usability testing

Sources and notes

2 references
  1. news.adobe.com
    Adobe MAX 2025: Adobe announced Firefly Creative Production for Enterprise with a reusable workflow builder, over 20 generative and creative actions, and integrations with Adobe Experience Manager Assets and Frame.io.
  2. Note
    Author-reported results from the original Adobe project: eight figures of added ARR, five products shipped for B2B and B2C, and a 10× reduction in production time for teams using the product. These are project results, separate from Adobe’s public product announcement.

More work