Adobe’s new Incubator creates the future

At Adobe, innovating for our customers has always been our north star. From pioneering digital creativity to reimagining the future of customer engagement, our mission has been to change the world through personalized digital experiences. Now, as AI reshapes how we work and create, we’re doubling down on that commitment with the launch of the Adobe Incubator.

The Adobe Incubator is a program that empowers small, employee-led teams to operate like startups inside Adobe. The Incubator builds on our founders’ belief that innovation can come from anywhere in the company.

Fostering a culture of entrepreneurship

Unlike traditional incubators that chase moonshots, Adobe’s Incubator is laser-focused on building innovative AI solutions that can quickly plug into our businesses and drive growth. The Incubator builds on the legacy of Adobe Research and Sneaks — programs that surface bold innovations from across the company.

Each project chosen for the Incubator receives seed funding, dedicated mentorship and hands-on support to test ideas with real customers. These small, cross-functional teams — spanning design, engineering and product development — rapidly evolve promising concepts into solutions that reach new audiences, reimagine workflows, or spark new product lines. When they graduate from the Incubator, these projects either feed current initiatives, scale to launch as standalone products, or generate insights that shape Adobe’s AI strategy.

An exploration last year laid the groundwork for today’s program, delivering several early successes. Key highlights include:

• Firefly Boards is a groundbreaking multiplayer canvas powered by generative AI for creative ideation. Boards recently launched publicly.
• Brand Concierge is a powerful offering for enterprises to deliver personalized, conversational experiences to transform customer moments into meaningful interactions — powered by AI. Brand Concierge is also available now.
• Project Graph, a powerful new tool recently previewed at MAX, will enable users to build creative workflows by combining first-and third-party AI models, Adobe tools, and custom interactive components.
• Adobe Podcast’s Enhance Speech feature was named by TIME Magazine as one of its 2025 Best Inventions because of its breakthrough in making professional-quality audio accessible to everyone.
• Project Pulsar, a spatial content editing app that pushes the boundaries of immersive media, was a featured demo during Samsung’s recent XR Galaxy launch event and was previewed ahead of MAX.

These early achievements further validated the power of employee entrepreneurship and set the stage for today’s full-fledged program.

Turning bold projects into real-world impact

After a company-wide call for submissions and narrowing 168 applications (representing 362 employees) down to seven finalists, Adobe Incubator recently hosted Pitch Day. The finalists presented their projects to senior leadership in a Shark Tank–style showdown. From a competitive pool, three standout projects emerged as winners, showcasing bold explorations of agentic creative and productivity tools — from transforming how people create and collaborate to and unlocking new possibilities in data insights and marketing.

Here’s a snapshot of this year’s top ideas, each of which are advancing to the next phase of incubation through mentorship, seed funding, or integration with Adobe’s business units to accelerate their potential impact.

Precision and consistency in generative AI video: Creative professionals often struggle to maintain precision and consistency in generative video. Adjusting lighting, composition, and characters while keeping objects aligned across scenes can be tedious and time-consuming. This project explored how 3D technology can bring spatial intelligence to generative video, enabling creatives to achieve high-fidelity results more efficiently and with greater control.

Lightning-fast creative orchestration, powered by an agentic, conversational workflow: This project introduced an AI agent for creatives and consumers that seamlessly orchestrates across numerous generative models and APIs — making it easy to move from idea to finished output in a conversational workflow. Users can generate images, audio, video, text and design assets, while the agent intelligently selects and combines the right models for each task. Acting as a true creative partner, it allows anyone to produce multi-media content with remarkable speed and simplicity.

AI-Powered data storytelling: For business and marketing professionals who need to make data resonate, this project applies the latest advancements in generative AI to turn numbers into personalized, visually compelling graphics with a single click. This results in clearer communication, faster decisions and data that tells a compelling story instantly. Plus, users can interact with the graphs and visuals to quickly tailor them to their needs.

Accelerating innovation for the era of AI

By continuously anticipating edges that will become the center, the Adobe Incubator is strengthening our AI strategy and shaping what’s next. Anchored in our corporate strategy, the program accelerates new ideas to fuel business growth, drive product innovation and strengthen industry leadership.

As more projects graduate from the Incubator, we look forward to showing how bold, employee-driven projects transform into real-world solutions for our customers — redefining the future of creativity, productivity and customer experiences through AI.