Imagine if your creative teams could bring any idea to life without production limits or constraints. What would they build if scale, speed, and brand requirements were no longer barriers? A school of technicolor goldfish towering above a city skyline. A nostalgic product concept reimagined for a new generation. Entire campaign worlds created from a single prompt.

With Adobe Firefly, that level of creative possibility becomes reality. Firefly is Adobe’s family of generative AI models designed to be commercially safe. It enables teams to create images, text effects, vector graphics, and more, all embedded directly into Adobe Creative Cloud applications such as Photoshop, Illustrator, Premiere Pro, and Adobe Express. This deep integration allows creative teams to generate, edit, and iterate using natural language prompts within the tools they already rely on. Firefly generative AI models are trained on licensed content, such as Adobe Stock, and public-domain content whose copyright has expired, supporting safe use in commercial workflows.

For enterprises, Firefly for Business extends these capabilities with brand-safe training data, enterprise-grade security, and scalable workflow integration. Teams can also use Firefly Custom Models to fine-tune Firefly on their own brand-approved assets, so outputs reflect their unique visual language. Rather than introducing a disconnected AI tool, Firefly enhances existing creative processes. It accelerates content production, enables rapid versioning and localization, and helps organizations deliver personalized experiences while maintaining brand integrity and governance.

The fantastical scenarios cited above aren’t hypothetical at all, but actual use cases from major brands leveraging Firefly to extend their team’s creative capacity. Here's how they did it.

IBM "Trust What You Create" campaign.

At Adobe Summit 2024, IBM’s “Trust What You Create” campaign captivated audiences by turning the 366-foot-tall Las Vegas Sphere into a virtual fishbowl showcasing Adobe Firefly generative AI technology.

The design team at IBM used Firefly to create campaign visuals that illustrate what can happen when AI goes wrong. The campaign depicted common AI pitfalls like bias and noncompliance represented in glitched, quirky creatures — including a “drift fish” that's really a hamster with fish fins, and an “untrained fish” made of solid gold.

This campaign demonstrates how Firefly helps design teams tackle the challenges of scale and complexity while maintaining trust and oversight, ensuring generative AI serves as a dependable and effective tool in the creative process.

Denise Zurilgen, Global Executive Creative Officer at IBM, told Marketing Dive, “We’ve all seen what can be made with AI, and there’s a lot of frenzy around needing to use it, but not much about how you need to be able to trust it. To bring that message to life, we wanted to make the overall campaign playful and inviting, as well as educational.”

Studio Rx, an IPG Health company, accelerated rebranding with Adobe Firefly.

Studio Rx, a global production company within IPG Health known for its innovative approach to healthcare marketing, recently embarked on a dynamic rebranding journey that showcased exciting new possibilities for collaboration between human creativity and generative AI. Central to this effort were the "Rxies," a whimsical set of characters created to embody the studio’s unique capabilities and storytelling prowess.

The characters, initially brought to life through hand-drawn sketches, became vibrant digital assets with the power of Adobe Firefly and Firefly Custom Models. Custom Models allow enterprises to train Firefly on their own proprietary content, including brand imagery, product designs, character libraries, and established visual styles, so generated outputs reflect their unique creative identity. Rather than relying on generic prompts, teams can produce on-brand assets grounded in their existing intellectual property and design systems.

This enabled a seamless transition from sketches to polished visuals while preserving the original artistic intent. Processes that once required weeks or months of manual refinement were reduced to hours or days, accelerating production while maintaining quality, consistency, and brand control.

“Firefly allowed us to retain the personality, creative control, and style of our artist's work in the finished images, a critical aspect of how we wanted to portray our brand,” says Matt Hall, Executive Creative Director at Studio Rx.

Over a span of just 10 days, the studio produced more than 20 high-quality assets, showcasing the Rxies in their full, whimsical glory. This rapid turnaround exemplified the ideal collaboration between human artistry and generative AI.

Paramount+ (IF movie) unlocked fan engagement with personalized experiences.

To mark the streaming debut of the movie IF, the Paramount+ creative team launched a social media campaign designed to tap into childhood nostalgia and imagination. Inspired by the film’s storyline of Bea, a 12-year-old reconnecting with forgotten imaginary friends, the campaign invited fans to describe their own “IF” characters using the hashtag #BringYourIFtoLife across social channels. Designers used Adobe Firefly to convert these descriptions into personalized digital drawings within minutes.

While creating more than 70 custom images, each maintained a consistent aesthetic inspired by the movie’s sketchbook style, ensuring every fan submission felt personal and authentic. Descriptions like “A lightning bug, with eyes and smile, at an easel painting” and “A smiling snowman holding balloons” were brought to life with Firefly with stunning speed and creativity.

“Firefly helped us drive content creation in a way where images could be personalized on a one-to-one basis and boost fan engagement,” says Matt Hernandez, SVP and Head of Design at Paramount Streaming.

Deloitte Digital reimagined its global brand identity.

Deloitte Digital reimagined its global brand identity using Adobe Firefly generative AI. Central to this transformation was the Orb Foundry, a tool allowing teams to generate striking three-dimensional orbs embodying Deloitte’s brand essence. Simple prompts produced custom 3D orbs with rugged clusters of jagged stone and swirling marbles of molten metal, created in seconds, each unique and brand approved.

Previously, creating new brand assets was a complex, time-consuming process. Integrating Firefly for on-demand asset creation for their Orb Foundry product revolutionized the workflow for teams across 30 international markets, drastically reducing production timelines while maintaining brand integrity and cohesion.

“We were able to build our brand in a way that allows our teams to personalize their work, all while staying consistent with brand guidelines and freeing up creatives to do deeper, more innovative work,” says Mark Singer, US Chief Marketing Officer and Agency Lead at Deloitte Digital.

Adobe Brand Studio — creating an imaginative visual identity for Adobe MAX 2024.

Adobe Brand Studio redefined the visual identity for Adobe MAX 2024, the world's largest creativity conference. With more than 10,000 in-person attendees, nearly a quarter million virtual attendees from around the world, and millions who visit the website, engage on the mobile app, and view ads, creating a cohesive and compelling brand identity required deep thinking and imagination.

Adobe Brand Studio pioneered an innovative creative process that blends generative AI with human creative control.

Inspired by the vibrant creative culture of MAX’s 2024 Miami Beach location, the team used Adobe Firefly to adapt abstract designs into psychedelic explosions of color and texture across massive surfaces — both physical and digital — larger-than-life installations, and undulating animations that brought the united vision to life.

The creatives produced hundreds of unique, on-brand assets that reflected the year’s MAX expression, “creative possibility,” while maintaining the integrity of human ingenuity.

“We wanted Firefly to be a key part of the process,” said Michael Jarrott, Creative Director at Adobe, “but we didn’t want to lose the hand of the creator.”

The new age of creative thinking with Adobe Firefly.

Generative AI is redefining how organizations create and deliver content. Adobe Firefly bridges the gap between imagination and execution, enabling creative teams to explore new ideas, accelerate production, and scale personalized experiences across channels. Built on models designed to be commercially safe and trained on content Adobe has rights to use, Firefly helps organizations create with more confidence.

With Adobe Firefly for Business and Firefly Custom Models, enterprises can harness the power of generative AI while maintaining brand integrity and enterprise governance. Customer assets used to train Custom Models remain isolated to their organization and are not used to train Adobe’s Firefly foundation models.

The result is a transformative creative landscape where innovation is not only possible but operational, opening the door to bold ideas and measurable business impact.

Get started with Adobe Firefly today and unlock creativity at scale for your team.

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