Adobe has launched the new Firefly application, an all-encompassing platform for generating images, vectors, and now videos with the groundbreaking Firefly Video Model, currently in public beta. Positioned as the industry’s most comprehensive generative AI tool, Firefly is designed to empower creative professionals with unparalleled creative control, seamless multi-modal workflows, and deep integration with Adobe’s industry-leading Creative Cloud applications.

At the core of this innovation is the Firefly Video Model, the industry’s first commercially safe AI video generation tool. It drives the Generate Video (beta) feature within the Firefly app and the Generative Extend (beta) feature in Adobe Premiere Pro, enabling users to create IP-friendly, production-ready video content. This latest addition to Adobe’s Firefly suite builds on the success of previous models, which have already been used to generate over 18 billion assets globally.

To enhance accessibility, Adobe has introduced two new subscription options—Firefly Standard and Firefly Pro—providing customers with access to premium video and audio capabilities. All Firefly plans come with unlimited access to imaging and vector tools, along with tiered access to advanced video and audio features, allowing users to customize their experience based on their creative needs. These capabilities enable users to generate images, edit them, transform them into videos, and apply cinematic effects before seamlessly integrating their work into Adobe Creative Cloud applications like Photoshop, Premiere Pro, and Adobe Express.

The Generate Video (beta) feature harnesses Firefly’s AI capabilities to allow creators to generate video clips from text prompts or images, manipulate camera angles, add atmospheric elements, and develop motion designs with ease. The model supports 1080p resolution initially, with high-speed iteration for ideation and a 4K model for professional production workflows set to arrive soon. Industry leaders such as dentsu, PepsiCo/Gatorade, and Stagwell have already embraced Firefly Video Model’s commercial safety and creative control, unlocking new possibilities in content creation.

“Firefly is designed for creative professionals looking for unmatched creative control and IP-friendly tools that can be used safely and effectively in both ideation and production,” said David Wadhwani, president of Adobe’s digital media business. “We’ve been thrilled to hear from beta customers who’ve found it a game-changer for ideating concepts and producing stunning videos, and we can’t wait to see how the creative community uses it to bring their stories to the world.”

Beyond video, Firefly empowers users to create immersive 3D worlds, refine their designs using reference images, and translate audio and video content into multiple languages—all while maintaining authenticity and production quality. The platform seamlessly integrates with Creative Cloud applications, providing a unified ecosystem for digital storytelling.

With Firefly having already generated over 18 billion assets globally, it has rapidly evolved from an AI image generator to a comprehensive creative powerhouse. The platform ensures unmatched precision in styling, structure, and prompt accuracy across images, videos, and 3D outputs. James Thomas, Global Creative Technology Officer at Dentsu Creative, emphasized the transformative impact of Firefly: “Firefly’s creator-friendly approach to AI has been instrumental in enhancing our creative process, allowing us to bring to life high-quality ideas & visuals at scale, more efficiently and in less time. Our creatives have been testing and providing valuable feedback, helping to steer the roadmap and building proprietary product solutions and custom workflows for our clients. From proof of concept to storyboarding and beyond, Firefly is accelerating creative development while ensuring commercially safe results. This is just the beginning, and we’re excited to see how tools like Firefly will continue to push creative boundaries and empower our teams.”

Merrill Raman, Global Chief Technology Officer at Stagwell, echoed these sentiments: “Adobe Firefly is not just an agency tool, it’s a force multiplier. Firefly empowers our teams to innovate fearlessly within established brand guidelines, maximizing the impact of our client campaigns.”