Adobe announces new capabilities across Adobe Firefly Services and Firefly Custom Models

At Adobe Summit, Adobe has announced new capabilities across Adobe Firefly Services and Firefly Custom Models, enabling businesses to meet the skyrocketing demand for personalized content across channels such as social media, e- commerce and mobile.

Firefly Services – a collection of creative and generative APIs and services for enterprises – now supports even more content types with the addition of video and 3D as businesses increase the production of multimedia. The new Firefly Creative Production, powered by Firefly Services, delivers a no-code interface to handle repetitive content production tasks – supporting major media types. Additionally, Custom Models now integrates directly into Adobe GenStudio for Performance Marketing, making it seamless to scale on-brand content for advertising. Adobe’s innovations are powered by Adobe’s AI Platform, which unites AI agents and models across Adobe. This includes AI agents from third-party ecosystems, commercially safe Firefly models and secure third-party models, and first-party data insights – infused into Adobe applications. Adobe is unifying marketing and creativity through its AI platform to deliver personalized experiences at scale.

Leading businesses and agencies, including Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, PepsiCo/Gatorade, Publicis, Stagwell and The Estée Lauder Companies, have been working with Adobe Firefly, Firefly Services and Custom Models to shorten the time it takes to launch campaigns and engage new audiences – activating generative AI to streamline workflows and boost creative output.

“Businesses are seeing incredible results by leveraging Adobe Firefly Services and Custom Models to drive a more efficient content supply chain,” said Varun Parmar, general manager, Adobe GenStudio and Firefly Enterprise Solutions. “Generative AI increases the capacity of marketers and creatives, enabling them to focus on what matters most, their craft.”

New Adobe Firefly Services APIs
·         Translate and Lip Sync API (generally available): For video content, teams can instantly translate spoken dialog into different languages, while maintaining the sound of the original voice with matching lip sync.

·         Reframe API (generally available): Resizing videos for different platforms is a time-consuming and costly process. With the Reframe API, teams can easily resize videos and detect any scene edits to ensure accurate reframing, with the ability to composite logos and other image-base overlays directly across multiple cuts.

·         Custom Models API (generally available): Teams can seamlessly build Custom Models directly into scaled production workflows to ensure newly created assets are on-brand, while allowing marketers and creatives to easily discover and select available Custom Models for use.

·         Substance 3D API (in Beta): For channels such as e-commerce and digital marketing, brands today are having to manually create thousands of variations of existing product images to suit different channel requirements. The Substance 3D API will enable teams to bring together 3D objects with Firefly-generated backgrounds to accelerate content production.

Powered by Firefly Services, Adobe also announced Firefly Creative Production, unlocking the power of Adobe APIs through a no-code, easy-to-use interface that can handle a variety of repetitive production tasks – such as intelligently cropping assets for different marketing channels. Teams can more efficiently create the thousands of variations that are needed each year to personalize experiences and drive conversion, while freeing up teams to focus on more strategic efforts, including creative brand and campaign initiatives.

GenStudio for Performance Marketing provides a single, self-service application for creating paid social ads, display ads, banners, marketing emails and more, anchored to on-brand templates defined by creatives. An integration with Custom Models – now in Beta – will enhance marketing workflows by providing easy access to pre-trained Custom Models directly in the application. Marketers can seamlessly create high-quality and on-brand images without navigating between teams and tools, scaling tasks such as localizing ads or extending campaigns.