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Discover how Adobe Firefly Services and Custom Models are revolutionising content creation, enabling businesses to effortlessly produce personalised, on-brand content at scale across key platforms like social media, e-commerce, and mobile channels.
Adobe Firefly and Custom Models: Your Gateway to Scalable Brand Content
Firefly Services is a collection of creative and generative enterprise APIs and services. Now, it supports even more content types with the addition of video and 3D as businesses increase multimedia production.
The new Firefly Creative Production, powered by Firefly Services, delivers a no-code interface to handle repetitive content production tasks – supporting significant media types. Additionally, Custom Models seamlessly integrates directly into Adobe GenStudio for Performance Marketing, ensuring compatibility and making it effortless to scale on-brand content for advertising.
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 personalised experiences at scale.
Forrester’s Total Economic Impact Study found that Adobe Firefly offerings enable enterprises to scale asset variant production by 70% to 80% while reducing time spent reviewing and fixing assets by as much as 75% (over three years) – increasing revenue through scaling personalised experiences that drive better conversion.
Varun Parmar, general manager of Adobe GenStudio and Firefly Enterprise Solutions, highlighted the impact of generative AI, stating that Adobe Firefly Services and Custom Models enable businesses to streamline their content supply chain and enhance efficiency. He emphasised how technology empowers marketers and creatives to focus on their craft.
New Adobe Firefly Services APIs
Translate and Lip Sync API (generally available): For video content, teams can instantly translate the spoken dialogue 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 time-consuming and costly. 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 quickly discover and select available Custom Models for use.
Substance 3D API (in Beta): For channels such as e-commerce and digital marketing, brands today need to manually create thousands of variations of existing product images to suit different channel requirements. The Substance 3D API will enable teams to combine 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 various repetitive production tasks – such as intelligently cropping assets for different marketing channels. Teams can more efficiently create the thousands of variations needed each year to personalise experiences and drive conversion while freeing up teams to focus on more strategic efforts, including creative brand and campaign initiatives.
Custom Models integration with GenStudio for Performance Marketing
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 localising ads or extending campaigns.
Transforming Creativity: Adobe Firefly Powers Leading Brands
Leading businesses and agencies, including Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, PepsiCo/Gatorade, Publicis, Stagwell, and The Estée Lauder Companies, are leveraging Adobe Firefly offerings to optimise digital marketing campaigns, enhance creative output and accelerate content production.
