Comcast’s Xfinity and Adobe Co-innovate on Deep Brand Intelligence for Marketing Campaigns

-Today at Adobe Summit -the flagship customer experience conference-Adobe (Nasdaq: ADBE) announced a new partnership with Xfinity, Comcast's consumer brand delivering WiFi, mobile, entertainment, and home services to millions of customers across the U.S. The partnership will help accelerate on-brand creative campaign production to help scale customized marketing messaging with improved efficiency.

As demand for timely, relevant content across channels continues to grow, this collaboration will enable Xfinity to design and build technology solutions that will scale creative production while strengthening a cohesive and consistent brand identity. Today, Xfinity's marketing engine supports millions of customers with content built for relevance, reach, and consistency. Each campaign includes thousands of assets across platforms and cultural moments, often featuring beloved Comcast NBCUniversal franchises and characters all unified through carefully aligned brand standards.

To address this, Xfinity is testing Adobe Brand Intelligence across its end-to-end creative workflow. Layering this advanced AI across the content supply chain will embed brand governance directly into content creation and review. It moves teams beyond static brand guidelines, into a continuously-learning system that ingests qualitative and nuanced inputs such as review cycle feedback, annotations, rejections, and approvals.

"This partnership with Adobe allows us to embed brand intelligence into every step of our marketing workflows so our teams can spend less time managing work and more time crafting the standout storytelling that defines the Xfinity brand," said Jon Gieselman, Chief Growth Officer, Connectivity & Platforms, Xfinity. "We're quickly evolving how we work and are increasingly using agentic tools to remove friction from our processes, enabling our people to move faster, focus on creativity, and bring more authenticity and emotion into the stories we tell as part of the Xfinity 'Imagine That' brand platform."

"Traditionally, brand governance has depended on static guidelines, point-in-time approvals, and manual reviews that struggle to keep pace as brands scale content across channels," said Varun Parmar, Senior Vice President & General Manager, Adobe GenStudio and Firefly Enterprise at Adobe. "Adobe Brand Intelligence fundamentally changes this by embedding brand identity into production workflows so that teams can rapidly adapt content at scale while maintaining brand consistency and the trust audiences expect."