Creating A More Intelligent World–Together: How GIS, Mapping, And AI Will Reshape Global Decision-Making
It’s only a month since the last iPad Air was released, but it looks like the next model won’t be far off, and will offer a significant screen improvement.
Now you can chat with Adobe’s Firefly AI assistant and create images and videos using plain language and have access to more than 30 third-party AI models.
Adobe today launched its most ambitious AI offensive to date, unveiling the Firefly AI Assistant — a new agentic creative tool that can orchestrate complex, multi-step workflows across the company’s entire Creative Cloud suite from a single conversational interface — alongside a raft of new video, image, and collaboration features designed to position the company at the center of the rapidly evolving AI-powered content creation landscape.
The announcements, which also include a new Color Mode for Premiere Pro, the addition of Kling 3.0 video models to Firefly’s growing roster of third-party AI engines, and Frame.io Drive — a virtual filesystem that lets distributed teams work with cloud-stored media as though it lived on their local machines — represent Adobe’s clearest signal yet that it views agentic AI not as a feature upgrade but as a fundamental reshaping of how creative work gets done.
“We want creators to tell us the destination and let the Firefly assistant — with its deep understanding of all the Adobe professional tools and generative tools — bring the tools to you right in the conversation,” Alexandru Costin, Vice President of AI & Innovation at Adobe, told VentureBeat in an exclusive interview ahead of the launch.
The stakes could hardly be higher. Adobe is fighting to convince Wall Street, creative professionals, and a wave of well-funded AI-native competitors that its decades-old software empire can not only survive the generative AI revolution but lead it.
The centerpiece of today’s announcement is the Firefly AI Assistant, which Adobe describes as a fundamentally new way to interact with its creative tools. Rather than requiring users to manually navigate between Photoshop, Premiere, Illustrator, Lightroom, Express, and other apps — selecting the right tool for each step of a complex project — the assistant lets creators describe an outcome in natural language. The agent then figures out which tools to invoke, in what order, and executes the workflow.
The assistant is the productized version of Project Moonlight, a research prototype Adobe first previewed at its annual MAX conference in the fall of 2025 and subsequently refined through a private beta. “This is basically [Project] Moonlight,” Costin confirmed to VentureBeat. “We started with all the learnings from Moonlight, and we engaged with customers. We looked internally. We evolved that architecture to make it more ambitious.”
Under the hood, Adobe says it has assembled roughly 100 tools and skills that the assistant can call upon, spanning generative image and video creation, precision photo editing, layout adaptation, and even stakeholder review through Frame.io. The system is built around a single conversational interface inside the Firefly web app where users describe what they want and the assistant maintains context across sessions. Pre-built Creative Skills — purpose-built, multi-step workflow templates such as portrait retouching or social media asset generation — can be run from a single prompt and customized to match a creator’s own style. The assistant also learns a creator’s preferred tools, workflows, and aesthetic choices over time, and understands the content type being worked on — image, video, vector, brand assets — to make context-aware decisions.
Crucially, outputs use native Adobe file formats — PSD, AI, PRPROJ — meaning users can take any result into the corresponding flagship app for manual, pixel-level refinement at any point. “We always imagine this continuum where you can have complete conversational edits and pixel-perfect edits, and you can decide, as a creative, where you want to land,” Costin said. The Firefly AI Assistant will enter public beta in the coming weeks, though Adobe did not specify an exact date.
For a company whose AI monetization story has faced persistent skepticism from investors, the pricing structure of the Firefly AI Assistant will be closely watched. Costin told VentureBeat that, at launch, using the assistant will require an active Adobe subscription that includes the relevant apps — meaning users who want the agent to invoke Photoshop cloud capabilities, for instance, will need an entitlement that includes the Photoshop SKU. Generative actions will consume the user’s existing pool of generative credits, consistent with how Firefly credits work across the rest of Adobe’s platform.
“To use some of these cloud capabilities from Photoshop and other apps, you need to have a subscription that includes access to the Photoshop SKU,” Costin explained. “You’ll be consuming your credits when you use generative features.” He acknowledged, however, that the model could evolve: “As we better understand the value of this — and the costs of operating the brain, the conversation engine — things might change.”
The question of whether Adobe can convert AI enthusiasm into meaningful revenue growth is anything but theoretical. When Adobe reported its most recent quarterly results in March, it touted 10% year-over-year revenue growth to $6.4 billion and disclosed that annual recurring revenue from AI standalone and add-on products had reached $125 million — a figure CEO Shantanu Narayen projected would double within nine months.
Alongside the assistant, Adobe is expanding Firefly’s roster of third-party AI models to include Kling 3.0 and Kling 3.0 Omni, two video generation models developed by Kuaishou, the Chinese technology company. Kling 3.0 focuses on fast, high-quality production with smart storyboarding and audio-visual sync, while the Omni variant adds professional controls for shot duration, camera angle, and character movement across multi-shot sequences. The additions bring Firefly’s model count to more than 30, joining Google’s Nano Banana 2 and Veo 3.1, Runway’s Gen-4.5, Luma AI’s Ray3.14, Black Forest Labs’ FLUX.2[pro], ElevenLabs’ Multilingual v2, and others.
When asked whether Adobe had concerns about integrating a model from a Chinese tech company given the current geopolitical climate, Costin was direct: “We think choice is what we want to offer our customers.” He explained that Adobe’s strategy distinguishes between its own commercially safe, first-party Firefly models — trained on licensed Adobe Stock imagery and public domain content — and third-party partner models, which carry different commercial safety profiles. “For some use cases, like ideation, non-production use cases, we got requests from customers to support some external models,” Costin said. “If I’m in ideation, I might be more flexible with commercial safety. When I go into production, I’d want to have a model that gives you more confidence.”
This raises an important nuance for the agentic era. When the Firefly AI Assistant autonomously selects which model to use for a given task, the commercial safety guarantees may vary depending on which engine it invokes. Costin pointed to Adobe’s Content Credentials system — the metadata-and-fingerprinting framework developed through the Content Authenticity Initiative — as the mechanism for maintaining transparency. “The agentic power — and the fact that the assistant has access to all of those models — means it could decide to use a model that carries different content credentials,” he acknowledged. “But with the transparency of content credentials, the user will know how a particular piece of content was created and can decide whether that’s commercially safe or not.” Adobe offers commercial indemnity for its first-party Firefly models but applies different indemnity levels for third-party models — a distinction that enterprise buyers, in particular, will need to carefully evaluate.
Adobe’s agentic ambitions also intersect with its strategic partnership with Nvidia, announced earlier this year at Nvidia’s GTC conference. When asked whether the Firefly AI Assistant’s agentic capabilities are built on NVIDIA’s agent toolkit and NeMo infrastructure, Costin revealed that the collaboration is active but has not yet made it into a shipping product.
“We’re in active discussions — investigating not only Nemotron,” Costin said. “They have this technology called Open Shell and Nemo Claw, which give us the ability to efficiently run long-running agentic workflows in a sandboxed environment.” He said the technology would become increasingly important as Adobe pushes the assistant to handle longer, more autonomous creative tasks — but cautioned that “it’s not shipping yet. It’s being actively explored.”
For Nvidia, which is building an ecosystem of enterprise AI agent platforms with partners like Adobe, Salesforce, and SAP, the partnership could eventually serve as a high-profile proof point for its agent infrastructure stack in the creative vertical. For Adobe, the ability to run complex, long-duration agentic workflows efficiently and securely in sandboxed environments could be the technical foundation that separates the Firefly AI Assistant from lighter-weight chatbot integrations offered by competitors. The partnership also signals Adobe’s recognition that the computational demands of agentic AI — where a single user request may trigger dozens of model calls and tool invocations — require infrastructure partnerships that go well beyond what a software company can build alone.
Beyond the headline AI assistant announcement, Adobe’s broader set of updates reflects a company trying to strengthen its position across every phase of the content creation pipeline. Color Mode in Premiere Pro may be the most significant near-term upgrade for working editors. Entering public beta today, Color Mode is described as a first-of-its-kind color grading experience built specifically for the way editors — rather than dedicated colorists — think and work. Adobe notes that it was developed through an extensive private beta with hundreds of working editors, and that participants reported they “actually enjoy color grading” — a sentiment suggesting Adobe may have found a way to democratize one of post-production’s most intimidating disciplines. General availability is expected later in 2026.
The Firefly Video Editor gains audio upgrades including the Enhance Speech feature migrated from Premiere and Adobe Podcast, direct Adobe Stock integration with access to more than 800 million licensed assets, and simple color adjustment controls with intuitive sliders and one-click looks. On the image editing front, Adobe introduced Precision Flow, which generates a range of semantic variations from a single prompt and lets users browse them via an interactive slider — a novel approach that Costin described as “the best slider-based control mixed with the best semantic understanding of not only the existing scene, but what the scene could be.” AI Markup complements this by letting users draw directly on images to specify where and how edits should be applied. After Effects 26.2 adds an AI-powered Object Matte tool that dramatically accelerates rotoscoping and masking — create accurate mattes of moving subjects with a hover and click, refine with a Quick Selection brush, and perfect edges with a Refine Edge tool.
Rounding out the announcements, Frame.io Drive addresses one of the most persistent pain points in distributed video production: getting media from point A to point B without losing hours — or days — to downloads, syncing, and shipped hard drives. Frame.io Drive is a desktop application that mounts Frame.io projects to a user’s computer so media appears in Finder or Explorer and behaves like local files. The underlying technology, called Frame.io Mounted Storage, streams media on demand as applications request it, while local caching ensures smooth playback. The product builds on streaming technology provided by Suite Studios, and the real-time file access capability is included with every Frame.io account. Adobe emphasized that all content lives solely within Frame.io and is never shared with third parties.
The move positions Frame.io not just as a review-and-approval tool at the end of the production pipeline but as the central media layer from the very beginning of a project — from first capture through final delivery. If successful, the strategy could significantly deepen Adobe’s lock-in with professional video teams by making Frame.io the single source of truth for distributed productions. Frame.io Drive and Mounted Storage will roll out in phases, with Enterprise customers gaining access starting today and accounts on other plans following shortly. Others can join a waitlist.
Taken together, today’s announcements paint a picture of a company executing aggressively across multiple fronts — but also one that is navigating a complex moment. Adobe first introduced Firefly in March 2023 as a family of generative AI models focused on image and text effects, with a strong emphasis on commercial safety through training on licensed Adobe Stock content. In the two years since, the company has rapidly expanded into video generation, multi-model access, and now agentic workflows — a trajectory that mirrors the broader industry’s shift from standalone AI features to AI-native systems.
But the competitive field has grown dramatically. Runway, Pika, and a host of AI-native video generation startups have captured mindshare among creators. Canva has aggressively integrated AI into its design platform. And the emergence of powerful foundation models from OpenAI, Google, and Anthropic — the latter of which Adobe says it will integrate with Firefly AI Assistant capabilities — means the barrier to building creative AI tools has never been lower. Adobe is also navigating these product ambitions against a complex corporate backdrop: the impending departure of CEO Shantanu Narayen, an actively exploited zero-day vulnerability in Acrobat Reader (CVE-2026-34621) that had been used by hackers for months before being patched this week, a U.K. antitrust investigation over cancellation fees, and a recent $75 million lawsuit settlement.
Adobe’s response, articulated clearly through today’s launches, is to lean into what it believes is its deepest moat: the integration of AI into a set of professional-grade, category-leading applications that no startup can replicate overnight. Costin framed the agentic transition as empowering rather than threatening to creative professionals, comparing Creative Skills to a next-generation version of Photoshop Actions — the macro-recording feature that has long allowed power users to automate repetitive tasks. “We want to help our customers become — from the ones doing all the work — to be creative directors, doing some of the work, but most importantly, guiding the assistant in executing some of those creative visions,” he said.
It is a compelling pitch — and, in its own way, a revealing one. For three decades, Adobe made its fortune by selling the tools that turned creative vision into finished pixels. Now it is asking its customers to let an AI agent handle more of that translation, trusting that the human role will shift from operating the tools to directing the outcome. Whether creators embrace that bargain — and whether Wall Street rewards it — will determine not just Adobe’s trajectory but the shape of an entire industry learning to create alongside machines.
For decades, procurement has been the back office that enterprise software forgot. Billions of dollars flow through vendor negotiations, purchase orders, and supplier communications every year at the largest manufacturers and construction companies in the country — and the vast majority of that work still runs on email threads, spreadsheets, and phone calls.
Traza, a newly launched startup headquartered in New York, believes the moment has arrived to change that. The company announced today the close of a $2.1 million pre-seed round led by Base10 Partners, with participation from Kfund, a16z scouts, Clara Ventures, Masia Ventures, and a roster of angel investors including Pepe Agell, who scaled Chartboost to 700 million monthly users before its acquisition by Zynga.
The funding is modest by Silicon Valley standards. But Traza’s pitch is anything but incremental: the company deploys AI agents that don’t just recommend procurement actions — they execute them autonomously, handling vendor outreach, request-for-quote generation, order tracking, supplier communications, and invoice processing without continuous human supervision.
“AI is redesigning the procurement category from the ground up,” said Silvestre Jara Montes, Traza’s CEO and co-founder, in an exclusive interview with VentureBeat. “This wave of AI won’t just build procurement software — it will rebuild how procurement works.”
The market Traza is targeting is enormous and, by the company’s framing, spectacularly underserved. The procurement software market alone exceeds $8 billion and grows at roughly 10% annually. But the real cost sits in the labor — the armies of people, agencies, and ad hoc workarounds required to actually run procurement operations at scale. Most enterprises meaningfully engage with only their top 20% of suppliers. The remaining 80% — the vendor outreach, order tracking, invoice reconciliation, and compliance monitoring — goes largely unmanaged.
Research from World Commerce & Contracting and Ironclad finds that organizations lose an average of 11% of total contract value after agreements are signed, a phenomenon described as “post-signature value leakage.” As Tim Cummins, President of WorldCC, put it: “The research shows that the 11% value gap is not caused by poor negotiation, but by how contracts are managed after signature.” For a large enterprise with $500 million in annual contracted spend, that represents $55 million vanishing each year — not from bad deals, but from the operational void between what gets agreed at the negotiating table and what actually gets executed on the ground. Missed savings, unauthorized changes, and poor renewal planning are responsible for the biggest losses.
Jara Montes argues that Traza sits precisely in this gap. “The 11% spans commercial, operational, and compliance leakage. We own the operational layer — and that’s where the most recoverable value sits,” he said. “Supplier tail management that never happens, RFQ processes skipped because someone ran out of bandwidth, invoice discrepancies that slip through unnoticed. That’s where contracts bleed value after signing, and that’s exactly what we automate.” The numbers from Traza’s early deployments, while nascent, are striking: the company claims a 70% reduction in human hours spent on procurement tasks and procurement cycles running three times faster than manual baselines.
To understand what makes Traza’s approach different, it helps to understand what “AI for procurement” has meant until now. For the past several years, the term largely described dashboards, analytics layers, and recommendation engines that surfaced insights but left every decision and action in a human’s hands. Products from incumbents like SAP Ariba and Coupa — as well as newer entrants like Zip, Fairmarkit, and Tonkean — have layered AI capabilities on top of existing systems of record. But the gap between piloting AI and achieving production-scale impact remains stark, with 49 percent of procurement teams running pilots but only 4 percent reaching meaningful deployment.
Traza’s bet is that 2026 represents an inflection point. AI agents now possess the multi-step reasoning, tool use, and contextual memory required to execute full procurement workflows autonomously — from vendor discovery through invoice processing. The company frames this not as an upgrade to existing procurement software, but as an entirely new product category. “The incumbents built systems of record. They organize procurement data and they’ve never executed procurement work — and their AI additions don’t fundamentally change that,” Jara Montes said. “What they’re shipping is a recommendation layer on the same underlying architecture. A human still has to act on every suggestion. We replace the operational layer entirely.”
Industry data supports the thesis that enterprises are hungry for this shift. According to the 2025 Global CPO Survey from EY, 80 percent of global chief procurement officers plan to deploy generative AI in some capacity over the next three years, and 66 percent consider it a high priority over the next 12 months. A 2025 ABI Research survey found that 76% of supply chain professionals already see autonomous AI agents as ready to handle core tasks like reordering, supplier outreach, and shipment rerouting without human intervention — and early deployments are demonstrably reducing supply chain operational costs by 20 to 35%.
In a typical deployment, Traza’s AI agent takes over the operational labor that currently lives in inboxes, spreadsheets, and manual follow-up chains. In a standard RFQ workflow, the agent identifies suitable suppliers, drafts and sends the request for quotes, monitors supplier responses, follows up automatically when responses lag, parses incoming quotes regardless of their format, and builds a structured comparison table ready for a human decision-maker. The key design principle is deliberate: humans remain in the loop at critical junctures.
“At critical steps — approving a purchase order, flagging a compliance issue, committing spend above a threshold — a human is always in the loop,” Jara Montes explained. “That’s not a limitation, it’s the design. It’s how you maintain the auditability enterprises require while moving faster than any manual process could. You earn expanded autonomy over time, as trust is built and results compound.”
When asked about the risk of AI errors — a wrong purchase order or a missed compliance check that could prove costly — Jara Montes was direct: “Anything with meaningful financial or compliance exposure requires human approval before it executes — that’s non-negotiable and baked into the architecture. Below those thresholds, the agent acts autonomously and logs everything.” He added a point that reveals a subtler product insight: “Most procurement operations today are a black box — nobody has a clear picture of what’s happening across the supplier tail. We make it legible.” In other words, the transparency the AI agent provides may itself be a product — giving procurement leaders visibility they have never had into the long tail of supplier relationships that most enterprises simply ignore.
One of the recurring challenges for any enterprise AI startup is the integration question: How do you plug into the deeply entrenched, often decades-old technology stacks that large manufacturers and construction companies rely on? Traza’s answer is to sit on top of existing systems rather than replace them. “We connect via API or direct integration into whatever the customer already runs — ERPs, email, supplier portals. We have reach across more than 200 enterprise tools,” Jara Montes said. “We don’t rip out their system, we sit on top of them.”
The go-to-market motion mirrors this pragmatism. Instead of attempting a big-bang deployment, Traza runs a two-to-three-month proof of value focused on a single, specific workflow. Integrations are built at the key steps that matter for that particular use case, then expanded as the scope of the engagement grows. “We don’t try to connect everything upfront — we compound integrations as we expand scope within each account,” Jara Montes said. “And every integration we build compounds across customers too. Each new deployment makes the next one faster.” Throughout the process, the company works side by side with the customer’s team, managing complexity and helping them transition into a new way of operating. It is a notably high-touch approach for a company selling automation.
The company is already working with large manufacturers and construction companies and says they are paying, though it declines to name them publicly. “We want to earn the right to grow inside each account, not land a pilot that goes nowhere,” Jara Montes said. “That’s how you build something that actually sticks in enterprise.”
Traza enters a market that is rapidly heating up. The leading AI procurement solutions include platforms from Coupa, Ivalua, SAP Ariba, Zip, Zycus, and Fairmarkit. Keelvar provides autonomous sourcing bots capable of launching RFQs, collecting bids, and recommending optimal awards, while Tonkean offers a no-code orchestration platform using NLP and generative AI to streamline procurement intake and tail-spend management. Against this crowded field, Jara Montes draws a sharp distinction between horizontal automation tools and Traza’s focus on physical industry.
“We’re built specifically for the physical industry, where supplier relationships, compliance requirements, and workflow complexity are categorically different from software procurement,” he said. “A generic agent doesn’t survive contact with how procurement actually works in manufacturing or construction. Specificity is the moat.” The competitive dynamics with major incumbents are perhaps even more consequential. SAP Ariba, Coupa, and their peers have massive installed bases and deep enterprise relationships. Jara Montes frames their AI initiatives as surface-level additions to legacy architectures — but whether Traza can convert that framing into market share at scale, especially given the gravitational pull of existing vendor relationships, remains the central strategic question.
Beneath Traza’s product pitch sits a deeper strategic thesis about compounding data advantages. The company describes a two-layered learning architecture: at the agent level, Traza gets smarter across every deployment by absorbing supplier behavior patterns, RFQ response dynamics, pricing anomalies, and workflow edge cases. At the data level, each customer’s information stays fully isolated. “What we’re building is deep operational knowledge of how procurement actually runs in the physical industry — not how it’s supposed to run according to an RFP, but how it really runs, with all the exceptions and workarounds,” Jara Montes said. “That’s extraordinarily hard to replicate if you’re starting from scratch, and it gets harder to catch up with the more deployments we have.”
Traza was co-founded by three Spanish entrepreneurs — Silvestre Jara Montes, Santiago Martínez Bragado, and Sergio Ayala Miñano — who came to the United States through the Exponential Fellowship, a program that brings Europe’s top technical talent to the U.S. to build companies at the frontier of AI. Their backgrounds span both sides of the problem Traza is trying to solve. Jara Montes worked at Amazon and CMA CGM — one of the world’s largest shipping groups — at the intersection of operations strategy and supply chain optimization. Martínez Bragado built and deployed agentic AI at Clarity AI before joining Concourse (backed by a16z, Y Combinator, and CRV) as Founding AI Engineer. Ayala Miñano comes from StackAI, one of the fastest-growing enterprise AI platforms in San Francisco, where he was a Founding Engineer.
None of the founders carry the title of Chief Procurement Officer, a gap that the company acknowledges has occasionally surfaced in buyer conversations. Jara Montes’s response is characteristically direct: “Our work is the answer. The results we’re generating move that conversation quickly.” He noted that the company has senior procurement leaders serving as advisors who have run procurement at the scale of its target customers.
Base10 Partners, the lead investor, is a San Francisco-based venture capital firm that invests in companies automating sectors of what it calls “the Real Economy.” Its portfolio includes Notion, Figma, Nubank, Stripe, and Aurora Solar. Rexhi Dollaku, General Partner at Base10, framed the investment in emphatic terms: “Supply chain and procurement is one of the largest, most underautomated markets in the Real Economy. AI agents are finally capable of doing the work, not just assisting with it.” The supporting cast of investors reinforces the immigrant-founder narrative. Clara Ventures — founded by the executives behind Olapic’s $130 million exit — specifically invests in driven foreign founders building in the United States, and Agell adds operational credibility from building Chartboost into a $100 million revenue business in under three years as a Spanish founder in Silicon Valley.
At $2.1 million, this is a deliberately small round for a company selling to large enterprises with notoriously long procurement cycles. Jara Montes argues it goes further than it appears for structural reasons. “We leverage Europe as a tech talent hub, where we have a deep network of exceptional engineers — people who want to work at the frontier of AI but have far fewer opportunities to do so than their US counterparts,” he said. “We’re not just lean — we’re built to outcompete on capital efficiency while others are burning through runway trying to hire in San Francisco.”
The go-to-market motion is designed for speed to revenue. Proofs of value are scoped, time-bounded, and converted to paying partnerships. The company says it is not running 18-month enterprise sales cycles before seeing a dollar. The milestone for the next raise is explicit: more paying customers, meaningfully stronger annual recurring revenue, and a repeatable sales motion that makes the seed round, as Jara Montes put it, “an obvious conversation.”
Looking ahead, he outlined an ambitious three-year target: 20 to 30 large industrial enterprises in the U.S. and Europe running Traza across their procurement operations, with over a billion dollars in procurement spend flowing through the platform. Whether that vision is achievable depends on several interlocking variables — the pace at which AI agent capabilities continue to improve, the speed of enterprise adoption in a traditionally conservative buyer segment, and Traza’s ability to navigate the competitive gauntlet of incumbents adding AI features and well-funded startups attacking adjacent workflows.
But the underlying math may be on Traza’s side. In procurement, the money that disappears does not look like waste. It vanishes into inefficiency, missed obligations, unmanaged risks, and forgotten commitments — the kind of silent losses that no one tracks because no one has the bandwidth to track them. The traditional mandate of procurement, as currently configured, ends where the value gap begins: at signature. Traza is building an AI workforce that picks up where the humans leave off. For an industry that has spent decades losing $55 million at a time to the back office nobody watches, that might be precisely the point.
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