Exclusive: AirAsia’s CEO applauds Adobe for sparking creativity and brand strategy

The CEO of the AirAsia brand has revealed how Adobe tools are reshaping creativity, streamlining workflows, and driving the company's future.

Rudy Khaw is spearheading efforts to integrate new creative technologies and transform how the company approaches branding and content.

With 17 years at AirAsia, Khaw's leadership reflects a deep understanding of both creativity and business strategy. Central to this transformation is Adobe's suite of tools, which Khaw believes are pivotal in enhancing creative output and workflow efficiency.

"Seeing how far creative tech has come makes me excited about the possibilities," Khaw admitted. "There are so many things I can introduce to the company to improve productivity, efficiency, and creativity."

Khaw emphasised that Adobe's innovations are about more than just technology—they enable the brand to work smarter and make creativity accessible to more employees.

"This isn't about replacing people with tech. It's about giving them tools to do their jobs better," he said.

One tool making a significant impact on AirAsia's operations is Adobe Firefly - Adobe's generative AI platform. 

"We've been experimenting with Firefly for a while now," Khaw explained. "Our design team uses it to generate visual assets, test concepts, and even create full campaigns without needing expensive production."

Khaw cited a recent Independence Day campaign where Firefly played a crucial role. "We initially thought we'd need a large-scale shoot, but Firefly allowed us to blend real-life elements with generated assets. The end result looked like a diorama, and it saved us time and costs," he said.

Another key feature Khaw is exploring is Adobe's GenStudio, which he believes could revolutionise how AirAsia approaches creative testing and decision-making.

"With GenStudio, we can quickly identify what creative concepts are working and what isn't. It gives us proof points to back our instincts," Khaw said.

"This will help us resolve the constant push and pull between marketing and creative teams."

Khaw explained that Adobe's tools offer a practical solution to a common tension in the creative process: balancing brand identity with performance metrics. "I've always been very gut-driven, but I know the value of data," he said. "There are times when data says one thing, but our brand's voice suggests another. GenStudio helps us find the right balance—it lets us experiment while staying true to our identity."

Maintaining brand authenticity is a core value for Khaw. He is cautious about using technology in a way that might compromise the AirAsia brand's essence. "It's important that our creative output, especially in travel, remains authentic. The tech has to align with the experiences we promise to customers," he explained.

Khaw's approach ensures that technology enhances creativity rather than constraining it. "We're not just using these tools to churn out content faster; it's about doing it smarter. Our goal is to create things that are deeply rooted in who we are as a brand," he said.

The impact of Adobe's tools isn't limited to efficiency—it's also driving excitement within the creative teams. "When new features come out, the team is eager to explore them. It's not just about delivering results; it's about reigniting passion for the creative process," Khaw added. "Firefly, Creative Cloud, and even Premiere Pro have become essential parts of how we operate."

Most of AirAsia's creative work is handled internally, with minimal reliance on external agencies. "We do about 85-90% of our creative work in-house," Khaw said. "That makes Adobe's tools even more important because they give us the flexibility to experiment without needing a big production team."

As Adobe continues to expand its capabilities, Khaw sees opportunities for AirAsia to innovate beyond traditional branding. "We're exploring the use of AI-generated assets in unexpected areas," he said. "For example, Project Neo's 3D tools have sparked ideas about creating characters for our brand. It's exciting to think about how these new technologies could shape the future of our storytelling."

Khaw believes that leveraging Adobe's tools will help AirAsia build a brand that is both adaptable and authentic. "The tools allow us to experiment without fear. We can try new things, learn quickly, and still stay true to our core values," he explained.

Looking ahead, Khaw is determined to keep pushing the boundaries of what AirAsia can achieve with creative technology.

"Adobe's tools are not just about efficiency—they're about unlocking new ways of thinking and working," he said.

For Khaw, the goal is to ensure that creativity remains at the heart of everything AirAsia does.

"It's inspiring to see how these tools are making it easier for us to do better work, faster," he said. "In the end, it's not just about tools—it's about staying true to who we are as a brand."