Creative GenerationVerified
Reviewed and published by trentmaziarz, May 11, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
Paramount+
Sources & Evidence
Company Disclosure
Cite this record
Trace Foundation. (2026). Paramount Global: 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 (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/5d0fb86c-d642-4227-bc2d-f1e121d05e21. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/practice/5d0fb86c-d642-4227-bc2d-f1e121d05e21
- Data as of
- May 11, 2026
- Last verified
- May 11, 2026
Other practices by Paramount Global
RecommendationParamount+ deployed AI-driven recommendation engines on its streaming platform that analyze viewer behavior and viewing history to suggest personalized content. Paramount CEO David Ellison confirmed in November 2025 that AI will shape search, recommendation, and discovery on the platform going forward.OtherParamount integrated Shopsense AI's retail media platform into its broadcasts and streaming content, allowing viewers to use a second-screen device — such as a smartphone — to shop for products inspired by what they see on screen. The partnership launched in April 2024 with the CMT Music Awards as the first event.ProductivityParamount uses AI to localize video content into other languages, including AI-powered dubbing tools, which the company's CFO confirmed in May 2023 produces 'very, very compelling economics.' A Paramount subsidiary, Ananey Studios, uses the AI platform Deepdub to produce multilingual trailers for international distribution.
Have evidence about Paramount Global's AI practices? Submit a report.
Report a Sighting →