Adobe launched its Firefly Video Model in beta, added Adobe GenStudio for Performance Marketing and layered generative AI features throughout its suite of products.
The news, announced at Adobe's flagship Max conference in Miami, includes the following:
- Firefly Video Model, which will debut in beta. The Firefly Video Model will power Generative Extend in Premiere Pro in beta, Text to Video in Firefly and Image to Video in Firefly. The features will now enable creators to speed up production and ideation with the ability to generate video by text descriptions and images. Like the Firefly Image Model, Adobe is focused on commercial usability, integration into workflows and quality of output.
- Adobe GenStudio for Performance Marketing, which aims to bring creatives and marketers together in one workflow. The workflows include genAI, brand approved assets, the ability to create and remix content and insights to measure effectiveness across social, email, paid media and marketing.
- More than 100 innovations across Creative Cloud. A few headline features include Firefly-powered Generative Extend in Premier Pro, a new version of Frame.io, Firefly Image 3 Model in Photoshop including a bevy of generative AI features and enhancements for Adobe Illustrator, InDesign and Lightroom. Adobe Express also enables creators to work seamlessly with Photoshop, Illustrator, InDesign and Lightroom files.
Constellation Research analyst Liz Miller put the Adobe moves at Max in context:
"Adobe is putting AI into the tools that creatives live in every day. This isn't about doing the creators job. This is contextual and practical AI where creators want it most. Creators aren't learning a new tool or technology. They can click a button, ask a question, identify a space and take hours of work off their plate. Take Generative Expand. That's a complex series of actions that once required highly creative and skilled designers to spend hours copying, brushing, smoothing or stamping at pixel levels. These Firefly models and AI workflows collect all those tiny actions and execute them, giving creators time back to create instead of mask.
Firefly Video Models: when you take a step back and look at how Adobe is changing the work of creation, it starts at that moment of capture on camera. The Firefly video model delivers amazing results all with simple text prompts but the security it delivers is in line with Adobe's overarching vision of trusted enterprise ready AI content, which is not trained their customers' creations and uses assets creators have permission to use. It is one thing to create a video of flying down street and creating a video you can reliably use in business applications."
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- Constellation ShortList™ B2C Marketing Automation for the Enterprise
Here's a look at the main takeaways from Max and a deeper dive on the news.
Firefly Video Model. By integrating Firefly Video Model with Premiere Pro, Adobe is addressing common pain points for video creation. For instance, Generative Extend will extend video and audio clips to cove gaps in footage, smooth out transitions and hold shots longer. Content is credentialed in all outputs.
Adobe said that the Firefly Video Model can take still shots, images and illustrations and turn them into live action clips.
Firefly Video Model use cases will be able to create animation in 2D and 3D, text graphics and B-roll from reference images. The model will also be able to add atmospheric elements to videos and understand complex scenes when prompts are long.
Adobe GenStudio for Performance Marketing is now generally available. Adobe's approach to enterprise content creation is to layer genAI in multiple products, enable brands and creative development to free up time for ideation, scale asset production, remix marketing and business communications and stay on brand and edit, experiment and activate content in one workflow.
The company cited a bevy of enterprise customers driving returns on genAI across the Adobe platform. For instance, Pfizer upped content volume 5x, Densu saw 70% faster delivery time, Pepsi scaled 540,000 on-brand images in 5 days and IBM saw 26x higher engagement from Firefly content.
Adobe said that Adobe GenStudio for Performance Marketing is a single app to create, measure and personalize on-brand campaigns with AI embedded throughout workflows. The headliner of GenStudio for Performance Marketing is a series of native integration with ad platforms including Met, Amazon Ads, Google, Microsoft Advertising, Snap and TikTok and Adobe Experience Cloud.
Scaling models throughout the Adobe stack. In addition to the features outlined at Max, Adobe highlighted how it sprinkling Firefly services and custom models throughout its platform. These additions include everything from Dubbing and Lip Sync APIs to personalize local video content, InDesign APIs to automate workflows, new image APIs for object composites and the ability to create user interfaces in bulk.
