In the age of delivering content at scale, creative teams are under immense pressure to produce more assets, faster, and with greater personalization. Whether it’s for global campaigns, localized messaging, or multi-platform distribution, the demand for high-quality, on-brand content variations is relentless. Adobe Firefly Services is stepping in to meet this challenge — especially in video post-production — with a powerful suite of generative AI and creative APIs designed to automate and accelerate asset creation at scale.
Let’s explore how Firefly Services is transforming post-production workflows by enabling bulk asset variations that are fast, flexible, and future-ready.
What are bulk asset variations?
Bulk asset variations refer to the process of generating multiple versions of a creative asset — such as a video, banner, or social post — tailored for different audiences, regions, platforms, or campaigns. This could include:
- Localized language versions of a video
- Platform-specific aspect ratios and formats
- Personalized messaging for different customer segments
- Seasonal or regional visual themes
Traditionally, creating these variations requires manual editing, duplication of effort, and significant time investment. Firefly Services changes the game by automating much of this process using AI-powered tools.
A post-production powerhouse at your fingertips.
Firefly Services offers over 30 generative and creative APIs that plug directly into your existing workflows. For video teams, this means tools like:
1. Reframe API.
Automatically resize promotional videos for different platforms (e.g., 16:9 for YouTube, 9:16 for Instagram stories) without losing key visual elements. AI intelligently adjusts framing to preserve the subject and composition.
2. Translate and lip sync API.
Efficiently convert videos into multiple languages with synchronized lip movements and voiceovers. This is a game changer for global campaigns, allowing editors to localize content without re-recording or manual syncing.
3. Background removal and replacement API.
Quickly remove and replace video backgrounds using AI-generated imagery or brand-approved templates. This is ideal for seasonal refreshes or regional adaptations.
4. Custom models API.
Train Adobe Firefly on your brand’s visual identity to ensure every variation stays on brand. Whether it’s typography, color palettes, or imagery style, your creative DNA is preserved across all outputs.
How Firefly Services works in practice.
Imagine a global brand launching a product video. With Firefly Services, the post-production team can:
- Upload the master video to a connected platform like Adobe Frame.io or Adobe Creative Cloud.
- Use Firefly APIs to generate localized versions in more than 20 languages, complete with translated captions and synced voiceovers.
- Apply the Reframe API to create platform-specific versions for YouTube, TikTok, Instagram, and in-store displays.
- Swap backgrounds to reflect regional settings or seasonal themes using AI-generated visuals.
- Incorporate personalized messaging for different audience segments using Adobe Photoshop templates and Firefly-generated text overlays.
All of this can be done in a fraction of the time it would take using traditional methods — and without compromising quality or brand consistency.
Global brands are using Firefly Services with measurable results:
- Newell Brands achieved 5x more content output with the same creative resources
- Monks experienced 96% faster versioning, with hundreds of variations created in a single day
- OLIVER unlocked 70% faster time to market for localized hero assets
Above all, teams can unlock significant cost savings by reducing manual labor and production overhead. These results demonstrate how Firefly Services is not just a tool — it’s a strategic enabler for modern content supply chains.
Creative control meets seamless automation and integration.
One of the standout features of Firefly Services is its nondestructive output. Editors retain full control over the final product, with editable files that can be fine-tuned as needed. This ensures that automation doesn’t come at the cost of creativity.
Additionally, Firefly’s responsible AI approach ensures that all generated content is commercially safe, ethically trained, and IP-compliant — which is critical for enterprise use.
Firefly Services is also designed to plug into your existing creative stack. Whether you’re using Adobe Premiere, Adobe After Effects, Photoshop, or Adobe InDesign, Firefly’s APIs and no-code interfaces make it easy to incorporate AI into your workflow without disrupting your process.
For teams using Frame.io, Firefly Services can be layered into review and approval workflows, enabling real-time feedback and faster iteration cycles.
Deep dive into the power of real-time collaboration.
One of the most transformative tools in the connected creativity ecosystem is Adobe Frame.io, now deeply integrated into Creative Cloud. Frame.io has redefined how video teams collaborate by enabling real-time review, feedback, and approval — all within the editing environment.
With Frame.io’s Camera to Cloud (C2C) technology, footage can be uploaded directly from the camera to the cloud as it’s being shot. Editors no longer have to wait for physical media transfers or dailies to be delivered. Instead, they can begin assembling rough cuts while the shoot is still in progress. This parallel workflow dramatically reduces turnaround time and allows for faster creative iteration.
But Frame.io’s impact goes beyond speed. Its integration with Premiere and After Effects means editors can share timelines, receive frame-accurate comments, and manage versions without ever leaving their workspace. Stakeholders can review content from anywhere in the world, leave timestamped notes, and approve edits in real time, eliminating the need for endless email threads or file exports.
For enterprise teams, Frame.io also supports role-based access control, asset-level permissions, and secure watermarking, making it a trusted solution for studios, agencies, and global brands.
In a connected creativity model, Frame.io acts as the central nervous system of the video workflow, bridging the gap between production and post, and ensuring that everyone stays aligned from the first frame to final delivery.
The future of post-production is here.
As AI continues to evolve, the possibilities for video post-production are expanding rapidly. With Firefly Services, we’re already seeing:
- Automated scene extension and B-roll generation
- Emotion-aware editing that adapts pacing and tone
- Data-driven personalization at the asset level
These innovations are not just about speed — they’re about scaling creativity. Editors can focus on high-value storytelling while Firefly handles the heavy lifting of repetitive tasks.
Firefly Services is redefining what’s possible in video post-production. By enabling bulk asset variations through intelligent automation, it empowers creative teams to deliver more content, more quickly, and more effectively — without breaking budgets.
Whether you’re localizing a global campaign, personalizing content for niche audiences, or simply trying to keep up with the pace of modern media, Firefly Services offers the tools to scale your creativity without compromise.
The future of post-production is here — and it’s powered by Adobe Firefly.
Kyle Gesuelli is a senior director of product marketing at Adobe, where he leads go-to-market strategy for Frame.io, Adobe’s creative work-in-progress solution. In this role, Kyle focuses on positioning, messaging, packaging, and growth for collaborative workflows, partnering closely with product, sales, and ecosystem teams to help creative professionals and enterprises move faster from idea to final output. With a background spanning video, cloud collaboration, and creative software, Kyle is passionate about building systems that reduce operational friction and give creatives more time to focus on the work that matters most.
