Adobe has unveiled a series of updates to its Firefly Services and Custom Models during the Adobe Summit held on 18 March in Las Vegas. These new capabilities aim to help businesses manage the growing demand for personalised, on-brand content across digital platforms such as social media, e-commerce, and mobile applications.
Firefly Services, a suite of creative and generative APIs for enterprises, now includes support for video and 3D content. This expansion enables businesses to scale multimedia content production more efficiently. In addition, Adobe has introduced Firefly Creative Production, a no-code solution that simplifies repetitive tasks like cropping and resizing. This new tool allows teams to handle large volumes of content variations without needing technical expertise, freeing up creatives to focus on more strategic work.
The Firefly platform is powered by Adobe’s AI technology, which combines first-party data, commercially safe Firefly models, third-party models, and AI agents into a single system. By integrating marketing and creative tools through this platform, Adobe aims to support personalised experiences at scale.
Varun Parmar, General Manager of Adobe GenStudio and Firefly Enterprise Solutions, said, “Businesses are seeing incredible results by leveraging Adobe Firefly Services and Custom Models to drive a more efficient content supply chain. Generative AI increases the capacity of marketers and creatives, enabling them to focus on what matters most, their craft.”
According to a Total Economic Impact Study by Forrester, Adobe Firefly tools can help enterprises increase asset variant production by 70% to 80% and reduce the time spent reviewing and fixing assets by up to 75% over a three-year period. This improvement can translate into increased revenue through faster production and more personalised customer experiences.
New APIs simplify multimedia production
Among the newly launched features is the Translate and Lip Sync API, which allows teams to translate spoken dialogue in videos into different languages while maintaining the original speaker’s voice and lip movements. The Reframe API makes resizing videos for various platforms quicker and more accurate by detecting scene edits and applying overlays like logos across cuts.
The new Custom Models API enables integration of brand-trained models directly into production workflows, helping teams maintain consistency in visual assets. Meanwhile, the Substance 3D API, currently in beta, helps streamline the creation of product image variations by combining 3D objects with Firefly-generated backgrounds, especially useful for e-commerce and digital marketing.
Firefly Creative Production uses these APIs through a user-friendly interface that requires no coding knowledge. It is designed to manage high-volume production needs, enabling marketers and creatives to generate content variations faster while maintaining brand standards.
GenStudio integration improves marketing efficiency
Adobe has also expanded the capabilities of GenStudio for Performance Marketing by integrating Custom Models into the application. This integration, now in beta, gives marketers direct access to pre-trained models within GenStudio, helping them generate high-quality, brand-consistent content for ads, banners, emails, and more.
This eliminates the need for switching between teams or tools, allowing marketing departments to scale tasks such as localising campaigns or developing region-specific materials more easily.
Several global companies have already adopted Firefly Services and Custom Models to enhance their digital operations. Accenture uses Firefly to produce on-brand content across the 19 industries it serves. Dentsu integrates Firefly into its dentsu+ platform to improve internal workflows. Henkel is working with Custom Models to train AI on its own assets, streamlining content creation.
IPG Health developed a new character, Rxie, for StudioRx’s rebranding using Firefly, completing the campaign in weeks instead of months. Tapestry is creating digital twins of Coach handbags for use in everything from focus groups to social media. Monks produced 270 banner variations in a day using Firefly in Photoshop. PepsiCo and Gatorade enabled personalised bottle designs through a Firefly-powered service on Gatorade.com.
Publicis uses Firefly Services to personalise content at scale for its clients, and Estée Lauder Companies leverages the tools to speed up campaign execution across its portfolio of nearly 25 brands.
Adobe’s latest updates are designed to meet the evolving needs of enterprise marketers and creatives, offering tools that help scale, personalise, and speed up content production in a rapidly changing digital environment.
