NFL and Adobe use AI to turn 6,000 campaign assets into 89,000+ versions in 15 languages

In depth · Summary of the source

The NFL is working with Adobe on an AI-powered content supply chain that lets the league and its 32 clubs create, localise and publish on-brand campaign content at scale.

Key facts

• A Sunday tune-in campaign grows from about 6,000 assets to more than 89,000 across 15 languages, and more than 356,000 across experiences
• AI Template Assistant: work that took three to five weeks now takes about 15 minutes
• NFL Draft: content that took three hours now comes together in four to five minutes

What was done

Adobe Experience Manager Assets and Content Hub hold the approved assets, Firefly-powered automation creates brand-safe variations, and Workfront handles planning, review and approval. Two custom tools, the AI Template Assistant and the AI Campaign Assistant, turn approved Photoshop designs into reusable templates and let marketers generate campaign content without design or developer skills, pulling in schedules, matchups and player stats. A zero-trust model gives each club access only to league assets and its own content.

Results

Per Adobe, production times have dropped from days to minutes, in some cases seconds. The source is Adobe's own customer story; no fan engagement or revenue figures are reported.

Why it matters

With a record nine international games on four continents this season, demand for localised content is growing, and the NFL plans to expand multilingual content production for the 2026–27 season.

Source: Adobe, 10 September 2026 (English) · Read the original