Firefly Services

Adobe Rolls Out Firefly Services and Custom Generative AI Models for Content Creation

Adobe has widened its Firefly portfolio of generative AI features enterprise offerings with the new Firefly Services and Custom Model tools. Aimed at helping brands create and scale personalized content, the two new additions to Firefly are integrated into Adobe’s Creative Cloud applications and production workflows.

Firefly Services

Firefly Services is a collection of about 20 new generative AI APIs for creative workers. The idea is that these capabilities can automate repetitive tasks previously handled manually by creative teams. Their abilities include resizing assets across different channels, generating custom backgrounds for merchandising and e-commerce, and replacing scenery and languages for localization.

Complementing Firefly Services is the introduction of Custom Models, which enable enterprises to train and customize their own generative AI models according to their unique requirements. Designed for ease of use and maintenance, these custom models can be shared organization-wide to ensure brand consistency across creative and marketing teams.

By fine-tuning versions of Adobe’s Firefly models with their own proprietary assets, organizations can generate on-brand content, including campaign styles, backgrounds, objects, characters, and subjects specific to their products and branding. Adobe pointed to a study they ran that showed that most creative professionals spend only about 30% of their time on creative work, underscoring the potential demand for generative AI assistance. Adobe sees its tools as a way to empower creatives by automating time-consuming tasks, freeing up time for unique creative expression and higher-value strategic work.

“As consumer expectations around generative AI-driven personalization continue to rise, Firefly Services and Custom Models are first-of-its-kind offerings that unlock the possibility for brands to have powerful customization capabilities and more control in defining their automation processes,” Adobe president of digital media business David Wadhwani said. “Brands are urgently looking to Adobe to shift their generative AI investments from playgrounds to production.”

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