Adobe Announces Firefly Video Model, More AI Advances

At its Adobe MAX conference today, Adobe announced major AI-based advances across its flagship creative products. Key among them is a new Firefly Video Model, which is designed to be safe to use for commercial work.

“We’re giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision and creative control in their hands,” Adobe president David Wadhwani said. “With the demand for content projected to grow exponentially, we’re empowering creators to scale the use of their content across marketing, HR, and sales teams.”

Adobe announced over 100 new features across Adobe Creative Cloud today. The most impressive, perhaps, is the introduction of the Firefly Video Model in beta. This model lets creators generate video from text and image prompts, extend video clips, and smooth transitions, with the expected deep integration with Premiere Pro. But there’s also a new Firefly Image 3 Model that offers a 400 percent performance boost over the previous model, and a Firefly Vector Model for designers using Adobe Illustrator. And Adobe points out that Firefly, which is designed to be safe for commercial use, has now generated over 13 billion images for customers. You can learn more here.

Photoshop is getting several new updates, including a Distraction Removal tool that can remove people, wires, poles, and other distractions from images, a Generative Workspace in beta so designers can ideate, brainstorm, and iterate concepts simultaneously, and a new Substance 3D Viewer in beta for graphic designers to view and edit 3D objects while working with 2D designs. And previously announced features like Generative Fill, Generative Expand, Generate Similar, and Generate Background–all powered by the Firefly Image 3 Model–are now generally available. You can learn more here.

Adobe is giving Illustrator new features like Objects on Path so you can quickly attach, arrange, and move objects along any path of the art board, Enhanced Image Trace to convert images to vectors, and Generative Shape Fill in beta, a Firefly Vector Model-powered tool to add vectors to shapes to create unique designs. Adobe also announced a new Project Neo web app in beta for creating and editing 3D designs. You can learn more here.

There’s a lot more. A new version of Frame.io is now available with professional video post-production capabilities and Canon, Nikon, and Leica compatibility. Adobe Express has new enterprise capabilities aimed at teams that need to manage approved assets and protect brands. Adobe GenStudio is now generally available with content supply chain management. And Adobe announced expanded partnerships with Google Campaign Manager 360, Meta, Microsoft Advertising, Snap, and TikTok so brands can more easily activate campaigns across those platforms.

Adobe also previewed a new tool, code-named Project Concept, for multiplayer and collaborative creative concept development. It is expanding Adobe Digital Academy to provide training, certifications, and career paths via partnerships in education and nonprofit, with over $100 million in donations, scholarships, product access, and more this year. (And the Adobe Foundation has donated $1 million to the American Red Cross and World Central Kitchen to support people in Florida who are recovering from Hurricanes Helene and Milton.)

You can learn more at the Adobe Max website, where you can also watch today’s keynote from the event.