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Submitted by Golin

Adobe Firefly AI Interrogators Influencer Campaign

Influencer Marketing

Golin turned 24 influencers into open questioners of Adobe Firefly, giving them creative autonomy over AI concerns, and reports more than 44M interactions across organic, paid and earned activations.

44MInteractions

Case in 60 seconds

Golin frames the task as changing the narrative around generative AI from concern to hope for Adobe Firefly, at a point when the influencers the brand would rely on held concerns of their own about the technology.

The campaign turns on the reading that creators who voice their doubts in public carry more weight than creators who repeat brand claims, so concern was treated as material to work with rather than something to manage around.

Golin turned influencers into interrogators, giving 24 of them creative autonomy to question Adobe Firefly without brand pressure, so the brand answered scrutiny in the open rather than steering the conversation away from it.

Golin gave 24 influencers creative autonomy to discuss Adobe Firefly, and hero influencer Karen X. Cheng opened a conversation about the downsides of AI that led to discussion of how Adobe trains its model and future improvements. A live Twitter Spaces conversation between Karen and Adobe's CTO, Ely Greenfield, then gave an open forum for questions and concerns.

Golin reports that the launch resulted in 66% Positive-Neutral Sentiment, while influencer campaigns drove more than 44 million interactions across organic, paid and earned activations, with no breakdown of that total by channel published on the page.

Strategy Breakdown

Golin places the work against concern about generative AI, and sets the aim as moving that narrative from concern to hope rather than dismissing the concern or talking past it.
Generative AI tools face questions about how their models are trained, so Adobe Firefly had to discuss its own training openly, which is where the conversation started by Karen X. Cheng led.
Adobe acts as the party answering questions rather than the party writing the script, with its CTO, Ely Greenfield, taking questions and concerns in a live Twitter Spaces conversation.

Creative & Execution System

Assets & channels

  • X (Twitter)

Partners

  • Golin

Participation mechanic

  • A live Twitter Spaces conversation with Adobe's CTO, Ely Greenfield, and Karen X. Cheng served as an open forum where questions and concerns about Adobe Firefly could be raised and answered in real time.

Creator role

  • Karen X. Cheng — creator

Results & Evidence

MetricValue
Positive-Neutral Sentiment66% Positive-Neutral Sentiment
Interactions44M interactions
Influencers24 influencers

Why Golin's strategy worked

  1. 1

    Giving creators room to voice concerns about a product lets a brand answer doubt on its own terms, because the questions arrive from voices the audience already trusts rather than from critics outside the conversation.

  2. 2

    Putting a senior executive into a live forum with a creator turns a brand claim into an exchange, which gives answers about how a model is trained a credibility that a prepared statement cannot carry.

  3. 3

    Leading with one hero influencer who raises the hardest questions first sets the tone for a wider roster, so the conversation that follows can stay critical and specific rather than drifting into promotional repetition.

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