Adobe has announced new extensions to Adobe Firefly Services and Firefly Custom Models. The announcement came at Adobe Summit, the company’s flagship digital experience conference.
Firefly Services, a suite of generation AI tools for Enterprises, supports video and 3D content and expands capabilities in multimedia production. The introduction of Firefly Creative Production provides a no-code interface that automates repetitive content production tasks, streamlining workflows for marketing and creative teams. Additionally, the custom model has been integrated with Adobe Genstudio for performance marketing, allowing marketers to seamlessly scale on-brand content.
AI-equipped tools for businesses
Adobe says the innovation is powered by an AI platform. This brings together AI agents, first-party data insights, commercially secure firefly models, and safe third-party models. These advancements are designed to unify marketing and creativity and provide an efficient, personalized experience.
Large companies like Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, Pepsico/Gatorade, Publicis, Stagwell and Estée Lauder Companies are already using Adobe Firefly services and custom models to optimize marketing campaigns, accelerate content production and enhance creative output.
According to Adobe, the Forrester Total Economic Impact survey found that Firefly offers help businesses expand their asset variant production by 70% to 80%, while also reducing the time spent reviewing and modifying assets by up to 75% over three years.
Varun Parmar, general manager of Adobe Genstudio and Firefly Enterprise Solutions, said: “Generated AI will help marketers and creatives improve their abilities and focus on what’s most importantly: their craft.”
New Adobe Firefly Services API
Adobe has introduced several new APIs designed to improve content creation and management.
- Translation and Lip Sync API (Generally Available): It allows the speaker’s original audio to be instantly translated into different languages, while maintaining synchronized lip movements.
- Reconfigure the API (generally available): Teams can ensure accurate scene editing and seamless logo or image overlays while efficiently resizing videos from various platforms.
- Custom Model API (Generally Available): Integrate custom AI models directly into your production workflow to maintain brand consistency for newly created assets.
- Substance 3D API (beta version): Combined with 3D objects and Firefly-generated backgrounds, it helps brands generate thousands of product images by enhancing their e-commerce and digital marketing efforts.
In addition to updating these APIs, Adobe has introduced Firefly Creative Production. It is a codeless solution that allows marketing teams to automate asset harvesting and content personalization, reducing production times and increasing efficiency.
Integrating custom models with GenStudio for performance marketing
Adobe’s Performance Marketing Genstudio is integrated with custom models, allowing marketers to directly access pre-trained models within the application. Currently, this feature is designed to streamline the creation of high quality brand images for paid social ads, banners, emails and other marketing materials.
Image: Adobe
