The NFL is teaming up with Adobe to overhaul its media engine, using generative AI to turn what used to be a grueling creative process into something that happens practically in real time.
Through Adobe’s CX Enterprise suite—anchored by tools like Experience Manager Assets, Workfront, and Adobe’s Firefly generative AI—the league and all 32 franchises can now instantly share design assets, coordinate approvals, and whip up brand-compliant content on the fly.
To keep things secure and prevent teams from accidentally sharing game plans or proprietary graphics, the setup uses a “zero-trust” model where each club only sees its own content alongside approved league-wide assets.
The time savings are already massive: during high-stakes live events like the NFL Draft, live player data and visuals feed straight into creative templates, cutting turnaround times from three hours down to just four or five minutes.
Looking ahead to the 2026–2027 season, the league plans to use this setup to roll out personalized, multilingual content for fans around the globe. As NFL marketing tech VP Chi Ogbuehi put it, building great content is a lot like fielding a winning roster—and having real-time AI in the playbook makes execution a whole lot faster.