Paramount+ integrated Adobe Firefly generative AI into its marketing workflow to create personalized promotional images for fans during social media campaigns, including activations for the 2024 film IF and a 2025 campaign called Fan Frontier. Human designers remained in the loop to manage and refine AI-generated outputs.

For the film IF's Paramount+ debut, the design team used Adobe Firefly to generate custom character illustrations from fan-submitted text descriptions, producing over 70 unique images in a two-hour social campaign. The team later expanded this workflow for a 2025 Fan Frontier campaign at San Diego Comic-Con, using Firefly Custom Models trained on Paramount brand assets to generate more than 10,000 on-brand images. Matt Hernandez, SVP and head of design at Paramount Streaming, confirmed the use of Firefly for both campaigns in statements published on Adobe's official business blog.