Adobe Unveils Firefly Foundry to Help Brands Build Custom Generative AI Models on Their IP

At Adobe MAX — the world’s largest creativity conference—Adobe (Nasdaq:ADBE) announced Adobe Firefly Foundry, which enables businesses to work directly with Adobe and create tailored generative AI models that are unique to their brand. Trained on entire catalogs of existing IP, these proprietary Adobe Firefly Foundry models are deeply tuned and can be built on top of commercially safe Adobe Firefly models. This unlocks the value of AI, helping teams scale on-brand content production, create new customer experiences and extend their IP. With Firefly as the anchor, Adobe Firefly Foundry models can support all major asset types including image, video, audio, vector and 3D—accelerating content delivery for brand campaigns, performance marketing, media production workflows and more.

Adobe continues to be the partner of choice for businesses to confidently move from AI experimentation to value realization, delivering a unique approach to AI that is anchored in transparency, safety and creative precision. Adobe Firefly Foundry takes this a step further, providing businesses with a team of Adobe experts to collaborate on practical AI solutions and impactful use cases.

“Adobe Firefly Foundry builds on years of Adobe innovation and expertise, spanning generative AI models for image, video, audio, vector and 3D, to help businesses solve today’s most complex content and media production challenges,” said Hannah Elsakr, vice president, GenAI New Business Ventures at Adobe. “Businesses can access Adobe’s robust AI training infrastructure, research and expertise to define bespoke AI models—surfaced through Adobe solutions such as GenStudio and Creative Cloud to help teams scale on-brand content experiences. Adobe has been working with tech-forward innovators like Walt Disney Imagineering to drive new levels of customer engagement with Adobe Firefly Foundry.”

Businesses see the potential in using generative AI to increase production of impactful content experiences and meet rising demands across digital channels. In an Adobe study, marketers anticipate content demands will grow by more than 5x over the next two years—making it a challenge to keep their brands top-of-mind with consumers. In many industries, decades of brand, product and franchise building have added complexity to quality and on-brand content production work. Teams need to ensure every new asset preserves the look and feel of their product portfolio, creative direction and design aesthetic. Adobe Firefly Foundry takes on the heavy lifting for businesses, providing a team of Adobe experts that handle AI model training, along with tools for managing and deploying their customized Adobe Firefly Foundry models.

Adobe Firefly Foundry allows businesses to quickly see value through capabilities that include:

• Adobe Firefly Foundry models: Adobe will work with businesses to create unique generative AI models that are safely trained on their existing IP. Adobe’s comprehensive AI approach—which includes commercially safe Firefly generative AI models across image, video, audio, vector and 3D—can enable teams to generate multimodal outputs that are pixel-perfect, brand-protected and ready for external use.
• Seamless implementation: Adobe also provides a single destination for businesses to easily manage and deploy their Adobe Firefly Foundry model. Teams will have an application to orchestrate the implementation process, including testing generated outputs and managing model access throughout their organization. Adobe Firefly Foundry models are also grounded in Adobe’s responsible AI principles, ensuring ethical deployment across business workflows.
• Co-innovation: Embedded Adobe experts—including applied AI/ML scientists and forward-deployed engineers—will co-innovate with businesses to design and deploy high-impact use cases that drive growth. This includes creating tailored solutions for the unique needs of the organization, as well as strategic guidance on reimagining creative workflows. This will enable businesses to jointly develop impactful AI solutions with Adobe, where teams can accelerate time-to-value and deliver measurable ROI.

As part of this announcement, the team from Invoke—a generative media solution for creative production—has joined the Adobe Firefly Foundry team to help build the future of AI-powered creative workflows for businesses.

Adobe Supercharges Firefly: AI Image & Video Generation Lands on iOS, Android

• Adobe Firefly app – the all-in-one destination for AI-assisted ideation, creation and production – debuts on mobile, giving creators the freedom to explore ideas on the go
• Firefly Boards transforms how creative teams ideate and collaborate, now with advanced video and image generation and editing tools
• The Adobe Firefly app expands its model integrations with Ideogram, Luma AI, Pika and Runway now joining OpenAI’s image generation, Google’s Imagen and Veo and Black Forest Labs’ Flux, offering creators even more choice of aesthetic styles
• The Adobe Firefly app is available as a standalone experience and as part of Creative Cloud, delivering seamless workflows with Photoshop, Illustrator, Premiere Pro, Adobe Express and more

Today, Adobe (Nasdaq:ADBE) extended its leadership in creative ideation with a major expansion of Adobe Firefly – the destination for AI-assisted content ideation, creation and production – bringing Firefly image and video generation to phones. Firefly’s new iOS and Android app, available today, gives creators the freedom to explore ideas and generate and edit images and videos from anywhere using AI. Firefly's web and mobile apps serve creators’ ideation as a standalone experience and seamlessly sync with Adobe’s Creative Cloud applications to enable project continuity and streamline creative workflows from ideation to production. Firefly Boards, available in public beta on the web, transforms how creative teams ideate and collaborate on concepts with the addition of video to its AI-first moodboarding surface, enabling creative professionals to collaboratively explore and iterate across media types with AI-powered video and image editing. Adobe’s expanding ecosystem of generative AI models now includes models from Ideogram, Luma AI, Pika and Runway along with image and video models from OpenAI, Google and Black Forest Labs, offering creators unparalleled flexibility to experiment in different aesthetic styles.

The Firefly app empowers creators to generate assets across different media types and explore with different AI models from a single destination with unmatched creative control, iterate and collaborate on concepts and seamlessly deliver them into production. For example, creators can generate an image in the style or composition of an uploaded reference image using Style Reference and Structure Reference, edit assets by expanding images and using a brush to remove objects or paint in new ones with Generative Expand, Generative Remove and Generative Fill, experiment with different variations of their creation by mixing and matching models and transform generated images into a video – all without leaving Firefly. They can generate images based on a 3D scene with Scene to Image (beta), generate fully editable vector- based artwork and design templates with simple text prompts written in everyday language and create text effects – and later this month they’ll be able to generate avatars and sound effects from text prompts and sync audio and video clips using the sound of their voice.

“Creators continue to impress us with the breadth and artistry of the images, videos, graphics and designs they’re dreaming up in the Firefly app using models from both Adobe and our partners,” said Ely Greenfield, Senior Vice President and Chief Technology Officer. “Our goal with Firefly is to deliver creators the most comprehensive destination on web and mobile to access the best generative models from across the industry, in a single integrated experience from ideation to generation and editing.”

New Firefly Mobile App Now Available on iOS and Android

With Firefly mobile, creators have the freedom to easily generate images and videos from anywhere using text prompts (Text to Image, Text to Video), transform images into videos (Image to Video), add or remove objects like people or unsightly road signs from their work (Generative Fill) and extend the size of an image while filling in new areas with AI- generated content (Generative Expand). Creators can explore concepts with Adobe’s Firefly family of generative AI models, OpenAI’s image generation and Google’s Imagen 3 and 4 and Veo 2 and 3. Content created in Firefly is automatically synced with their Creative Cloud account, making it easy to start a project on the mobile app and continue on the web or in desktop apps like Adobe Photoshop and Adobe Premiere Pro.

Firefly adds to Adobe’s growing ecosystem of mobile apps, which includes Photoshop, Lightroom and Adobe Express. Drawing upon the same underlying technology that powers Adobe’s world-class desktop apps, these apps let creators produce pro-caliber content on the go that’s ready for use in social content, presentations, printed assets and more.

Firefly Boards: AI-First Moodboarding Advances Collaborative Ideation for Creative Teams

Firefly Boards, available in public beta, is an entirely new way for creative teams to explore ideas and collaborate on hundreds of concepts at the same time using multiple forms of media. With the addition of video to Firefly Boards’ AI- powered moodboarding surface, creative professionals can now remix uploaded video clips and generate new video footage using Adobe’s commercially safe Firefly Video Model or with Google’s Veo 3, Luma AI’s Ray2 and Pika 2.2 text-to- video.

In addition to generating images using Firefly models and partners’ models, creative teams can also use AI capabilities in Firefly Boards to make iterative edits to images from conversational text prompts using Black Forest Labs’ Flux.1 Kontext and OpenAI’s image generation capabilities.

Unmatched Creative Flexibility with Firefly’s Expanding Ecosystem of Generative AI Models

Adobe has expanded its Firefly generative AI ecosystem by integrating models from new partners, including Ideogram, Luma AI, Pika and Runway, alongside existing models from OpenAI, Google and Black Forest Labs – providing creators with unprecedented flexibility to explore diverse aesthetic styles and media types. Models from new partners are launching first in Firefly Boards and will soon be accessible across the Firefly app.

In April, Adobe brought OpenAI’s image generation, Google’s Imagen 3 and Veo 2 and Black Forest Labs’ Flux 1.1 Pro into its ecosystem. With today’s additions, creators now have the flexibility to also choose from Flux.1 Kontext by Black Forest Labs, Ideogram 3.0 by Ideogram, Ray2 by Luma AI, 2.2 text-to-video from Pika, and Gen-4 Image by Runway, and Google’s latest Imagen 4 and Veo 3 models. These models are available alongside Adobe’s comprehensive family of Firefly models for images, videos, audio and vectors.

AI Transparency and Creative Rights with Content Credentials

To ensure transparency and protect creators’ rights, Firefly automatically attaches Content Credentials to AI-generated content, clearly indicating whether Adobe Firefly models or partner models were used. This empowers creators with more tools and choices to ideate, collaborate, and produce high-quality content seamlessly and with confidence. At Adobe, we take the most creator-friendly approach to AI in the industry, driven by our roots in the creative community and our respect for creators. For more information on our approach, visit: https://www.adobe.com/ai/overview/firefly/gen-ai- approach.html

Firefly Momentum

Creatives worldwide have used Firefly’s generative AI models to create more than 24 billion assets. They’re generating lifelike images with Firefly Image Model 4 and working with impeccable detail using Firefly Image Model 4 Ultra, creating 1080p video footage from image and text prompts with the industry’s first commercially safe Firefly Video Model and designing new logos with Text-to-Vector, powered by the Firefly Vector Model. Traffic to Firefly grew over 30 percent quarter over quarter and paid subscriptions nearly doubled in the same period. Firefly continues to bring new users to the Adobe ecosystem, with first-time subscribers growing 30 percent quarter over quarter.

Pricing and Availability

Firefly mobile is available on iOS and Android today in the App Store and Google Play Store.

Firefly Boards is available in beta on the Firefly web app. Firefly plan offerings are detailed here.

The Firefly web and mobile apps and all its latest features are also available as part of the Creative Cloud Pro plan.

Adobe Firefly Supercharges Photoshop, Illustrator, Premiere & More

• 100+ Creative Cloud innovations and productivity upgrades equip creative professionals to work faster, with more control and precision over the finest details
• Firefly-powered innovations in Photoshop, Illustrator, Express and Premiere Pro bring creative professionals powerful, streamlined workflows to generate and edit graphics, extend video footage and animate images
• Creative pros can explore and ideate with the new Firefly app – including the new Firefly Boards for AI-first moodboarding – with Adobe’s commercially safe Firefly models and choice in partner models to explore concepts and create images, vectors, audio and video

Today, at its MAX London creativity conference, Adobe (Nasdaq:ADBE) unveiled over one hundred all-new innovations across its Creative Cloud apps which empower creative professionals to work faster, with greater precision and control. This release further advances the world's largest creative platform, with performance upgrades that work as much as 5x faster, and new innovations that span from creative exploration to execution. Creators can easily jumpstart their designs with Text to Pattern in Illustrator, instantly sift through terabytes of video footage with Media Intelligence in Premiere Pro, quickly edit with supercharged Remove Background in Photoshop and streamline font selection with more than 1,500 new popular fonts like Helvetica and Gotham. New Firefly-powered generative AI capabilities across Photoshop, Premiere Pro, Adobe Express, Illustrator and InDesign provide creators with superpowers for quickly generating images, videos, graphics and patterns, animating still images and turning long video footage into social-size clips.

Adobe also announced the new Firefly app, which brings creative professionals an all-in-one home for AI- assisted content ideation, creation and production. Firefly incorporates Adobe’s commercially safe creative AI models – including the new ultra-realistic Firefly Image Model 4 and new Firefly Video Model – and now gives creators the choice to explore in different aesthetic styles with models from partners including Google and OpenAI. New Firefly Boards, now in public beta in the Firefly app, offers an AI-first workspace for moodboarding, rapid concept exploration and collaborative ideation. Firefly’s latest innovations empower creators to move from concept to delivery faster, with greater flexibility and precision.

“Adobe is laser focused on empowering creative professionals with the best tools to do their best work, which means bringing them more speed, precision, control, flexibility and, of course, amazing creative superpowers,” said Deepa Subramaniam, Vice President, Product Marketing, Creative Cloud at Adobe. “Today, we’re bringing creative professionals major advancements in app performance, highly requested productivity features and all-new AI features powered by Firefly to give creators everything they need to bring their creativity to the world.”. 

Empowering Creative Professionals with New Tools and Productivity Upgrades in Creative Cloud

Creative professionals around the globe – from photographers to designers, illustrators, video editors and beyond – trust

Adobe’s flagship Creative Cloud tools to tell their stories and do their best and most important work. Adobe is announcing powerful new AI innovations across Creative Cloud apps to empower creative pros with tools that deliver unprecedented speed, control and precision:

• Photoshop upgrades deliver a combination of greater speed, smarter suggestions and tools for working with precise details. They include Firefly-powered AI features like Composition Reference in Text to Image, which unlocks powerful creative controls for ideating by generating assets with the same structure and visual arrangement as a reference image; Select Details, which make it faster and more intuitive to select things like hair, facial features and clothing; Adjust Colors, which simplifies the process of adjusting color hue, saturation and lightness in images for seamless, instant color adjustments; and a reimagined Actions panel (beta), which delivers smarter workflow suggestions.
• Express upgrades deliver advanced video, animation and on-brand tools that empower creators to do more with their designs, illustrations and footage. These include Clip Maker to instantly convert long video footage into social- length clips; Dynamic Animation to animate still images with a single click; Enhance Speech to remove distracting background noise for polished, pro-quality sound; Generate Video using text and image prompts to generate custom, commercially safe b-roll or background footage; and Generate Similar to instantly generate a multitude of variations of a reference image. The new features help creative professionals work quickly across new mediums to extend the reach and impact of their content and make it easy for small business owners, teachers, marketers and others to elevate the quality and impact of their social, digital and in-real-life assets.
• Illustrator upgrades deliver new AI generation tools along with speedier performance. Firefly-powered Generative Shape Fill and Text to Pattern help designers jumpstart their design process and customize concepts in their own individual style. Menu access is now more responsive, so designers can start their projects more quickly and complete tasks faster than ever. Across the board, Illustrator’s most popular effects are now up to five times faster.
• InDesign upgrades deliver new Firefly-powered image generation along with productivity boosts like easily converting PDFs to InDesign documents. Generative Fill (beta) transforms vector graphics into artwork from simple text prompts. Math Expressions empower creators to place complex mathematical notations directly in layouts.
• Lightroom upgrades deliver new tools for editing and sharing photos on both desktop and in the mobile app. All-new Select Landscape in Lightroom and Lightroom Classic helps photographers automatically detect and create masks for common landscape elements like water, plants, sky and more. Additionally, Lightroom Mobile and Web are introducing new sharing capabilities. Upgrades to Quick Actions make it simple to retouch group photos with precision and control.
• Premiere Pro upgrades deliver tools for generating, editing and searching footage at lightning speed. Firefly- powered Generative Extend is now generally available and production ready with support for 4K and vertical video; Media Intelligence helps editors find relevant clips by searching terabytes of footage in seconds; and Caption Translation instantly localizes captions in 27 languages.
• Adobe Fresco upgrades deliver a new “created without generative AI tag” which can be included in an image’s Content Credentials to protect the author’s rights and the capability to link exports directly to social media accounts.

In addition, Adobe added more than 1500 of the most popular fonts to Creative Cloud applications through the Adobe Fonts library, including Arial, Gotham, Helvetica and Times New Roman.

AI Agents in Creative Cloud

Adobe believes AI agents will be powerful and productive tools for creative professionals similar to how generative AI assists them today. The company recently shared its vision for agentic AI and is working to bring creative professionals tools that can use natural language to access more than 1,000 one-click actions in Photoshop, help them learn new features and handle repetitive tasks with the creator in control and in the driver’s seat.

Photoshop’s new reimagined Actions panel (beta) offers smart suggestions to creators that can inspire them to try out various creative directions and help them choose a series of multi-step edits to undertake. The Actions panel enables them to enact these edits with a single click. It is the foundation of what will become Photoshop’s first creative AI agent.

Adobe has also laid the foundation for agentic professional video workflows in Premiere Pro with Media Intelligence, which understands the content clips, automatically recognizing objects and the visual composition of shots in every frame. Adobe is also planning to bring agentic AI to Adobe Express, transforming it into a creative partner that helps users of all skill levels quickly and intuitively create standout visual content and bring ideas to life with ease.

Supporting the Creative Community

As it showcased its latest innovations, Adobe invited the creative community to participate in a new Creative Apprenticeship initiative, aimed at helping the next generation of creators establish themselves in their careers. Adobe has recruited hundreds of mentors and employers to the initiative, which provides participants with hands-on learning opportunities, mentorship and real-world experience.

Adobe also announced new protections for creators to help ensure they receive credit for their work and to protect it from misuse and misrepresentation. The launch of the Adobe Content Authenticity app, now in public beta, offers a free tool to let creators choose which information is attached to their work via Content Credentials. It includes verified identity (powered by Verified on LinkedIn and social media accounts. Creators can include a tag in their Content Credentials to state they don’t want generative AI models to train on their work.

Adobe takes the most creator-friendly approach to AI in the industry. It views AI as a tool for, not a replacement of, human creativity and believes that generative AI can be developed responsibly, starting with respect for creators’ rights. For information on our approach to generative AI, visit: https://www.adobe.com/ai/overview/firefly/gen-ai-approach.html

Texas-based Firefly Aerospace Now the 2nd Pvt Company Ever to Achieve a Soft-Landing on the Moon

Firefly Aerospace's Blue Ghost lunar lander successfully touched down on the moon, making it only the second private-sector company to achieve this feat.

The Blue Ghost lander, which carried 10 scientific payloads, landed near an ancient volcanic vent on Mare Crisium. This mission is part of NASA's Commercial Lunar Payload Services (CLPS) program, which aims to support lunar exploration and research.

The Blue Ghost mission is part of NASA's Commercial Lunar Payload Services (CLPS) program.

Firefly's success marks a significant milestone in the modern moon race, with private companies playing an increasingly important role in lunar missions. The lander will conduct various scientific experiments and capture high-definition imagery during its 14-day mission on the moon.

The first private company to achieve a soft lunar landing was Intuitive Machines. Their Odysseus lander successfully touched down on the moon in February 2024. However, the landing was not without its challenges, as the lander came down too fast and tipped over on impact, which affected its ability to generate enough solar power.

Blue Ghost Mission 1 - Lunar Lander Fully Assembled (Image - Firefly Aerospace/Flickr 

Firefly Aerospace's recent success with the Blue Ghost lander marks the second private-sector company to achieve this feat.

Blue Ghost will now begin its surface operations and support several NASA science and technology demonstrations over the next 14 days – equivalent to a full lunar day.

On March 14, Firefly expects to capture high-definition imagery of a total eclipse when the Earth blocks the sun above the Moon’s horizon.

On March 16, Blue Ghost will then capture the lunar sunset, providing data on how lunar dust levitates due to solar influences and creates a lunar horizon glow first documented by Eugene Cernan on Apollo 17. Following the sunset, Blue Ghost will operate several hours into the lunar night and continue to capture imagery that observes how levitating dust behavior changes after the sunset.

In its 45-day journey to the Moon, Blue Ghost traveled more than 2.8 million miles, downlinked more than 27 GB of data, and supported several payload science operations. This included signal tracking from the Global Navigation Satellite System at a record-breaking distance with the LuGRE payload, radiation tolerant computing through the Van Allen Belts with the RadPC payload, and measurements of magnetic field changes with the LMS payload.

Firefly will continue to provide regular updates on the Blue Ghost Mission 1 webpage through the completion of the mission. NASA’s Artemis blog will share additional details on payload operations. 

Headquartered in Cedar Park, Texas, Firefly is working on several upcoming missions, including additional lunar missions with the Blue Ghost lander and on-orbit missions with their Elytra vehicle.

Founded in March 2017 by Tom Markusic, Firefly focuses on developing small- and medium-lift launch vehicles for commercial space missions. The space technology company has secured multiple contracts with NASA and other organizations. For example, they were awarded a $179 million NASA contract for a moon delivery to the Gruithuisen Domes.

Firefly's main products include the Alpha (small-lift launch vehicle), MLV (medium-lift launch vehicle), Blue Ghost (lunar lander), and Elytra (space tug).