Adobe’s new AI experiment can whip up a website custom designed for Gen Z

FastCompany: Over the past several months, Adobe has been rolling out a steady stream of AI features and platform updates that make brand design more intuitive, quick, and personalized. Its latest addition to that portfolio is a new tool called Asset Amplify that can generate entire websites, social media posts, and print collateral catered toward specific audience segments, like Gen Zers or millennials. Asset Amplify is among several prospective tools, called “Sneaks,” that Adobe will be demoing at its 2026 Adobe Summit conference this week.

For Adobe, Sneaks are annual UX experiments , crowdsourced from across the company, that may or may not become actual products based on user interest. According to Eric Matisoff, principal evangelist at Adobe and the mastermind behind the Sneaks program, about 30% of Sneaks typically make it into official Adobe platforms. Like many other brands currently living in the nebulous overlap between being both an AI- and design-first company , Adobe has been pouring major investments into becoming a one-stop- branding -shop for the world’s biggest companies.

In December, it announced the Adobe AI Foundry , a new consultancy arm for Fortune 2000 companies to develop custom AI models that can craft assets based on their own IP guidelines. And this month, it’s rolling out the public beta for its Firefly AI Assistant , a tool designed to act like an autonomous digital art director. Asset Amplify builds on what Masitoff says has become a major focus for Adobe: audiences. Brands are moving beyond seeking AI tools that can help generate broad, generalized assets—they want tools that can understand, and build for, their specific audience niche.

How Asset Amplify works To use Asset Amplify, brands start by uploading assets that represent their product and brand aesthetic directly into the tool. Masitoff says those inputs can range from showroom videos to commercials and existing social posts—the more information a brand is able to provide, the more tailored the tool’s results will be. Next, the user enters a written prompt describing what kind of asset they’d like and what audience segment they’d like to target. This segmentation can be generational (Gen Z, millennials, Boomers, etc) or regional (south, midwest, east coast), depending on the company’s scope and needs.

In an exclusive demo shared with Fast Company , an Adobe developer tested the tool with a fictional luxury electric car brand called Vanto. Asset Amplify was asked to generate an “interactive and immersive website” for millennials and Gen Zers—and the results were strikingly different.

[Image: Adobe] The millennial concept focused on sleek, minimalist typography, family-friendly visuals; and copy signaling luxury and comfort, like “Crafted for those who’ve earned it .” The Gen Z version, on the other hand, was an explosion of neon blue hues and Tron -esque visuals, focusing on the electric vehicle ’s performance stats with copy like “Unleash electric fury” and “Dominate every road.” [Image: Adobe] Masitoff says that Asset Amplify’s AI model primarily relies on a brand’s own audience segmentation data to curate these vastly different experiences.

Article truncated for readability. Read the full piece →

Adobe's AI-driven approach to personalized design for Gen Z represents a significant advancement in brand strategy, making it highly impactful and relevant for professionals in the industry, while also introducing innovative concepts that are not yet widely adopted.