ADOBE FIREFLY’S APPROACH FOR BUSINESSES
Deliver business results with confidence using Firefly generative AI.
Marketing and creative leaders recognize generative AI’s potential for content creation and personalization, but they must also minimize risk and protect their brands. As the most comprehensive, commercially safe AI platform for creative content, Firefly empowers organizations to move confidently from experimentation to delivering value with AI.
Discover the Firefly difference.
- Responsibly developed and safe for business
- Integrated into existing tools & workflows
- Customizes to your brand
- Precision, quality & control across formats
Responsibly developed and safe for business.
Create with confidence knowing that Firefly is commercially safe. Customers on qualifying plans are eligible for IP indemnification for generated imagery (terms apply).
- Responsible training. Firefly foundational models are trained with licensed and public domain content where copyright has expired.
- Security and privacy. Adobe won’t train foundational Firefly models on your business content or data
- Diverse representation. Firefly outputs are designed to be representative and to avoid harmful bias across gender, age, skin tone, etc.
- Transparency of origin. Content Credentials are automatically applied to assets fully generated by Firefly. Learn more about Content Credentials.
Integrated into existing tools and workflows.
Firefly is embedded directly into the tools creative and marketing teams use every day, reducing process bottlenecks that impede creativity and marketing agility.
- Ideation workflows. Instantly visualize, explore, and refine creative concepts with tools like Generative Workspace in the Adobe Photoshop beta app and Project Concept (coming soon).
- Boost creative output. Create high-quality hero assets faster with Firefly features in Adobe’s flagship creative apps, including Generative Fill in Photoshop, Generative Extend in Premiere Pro (coming soon), and Text to Vector and Generative Recolor in Adobe Illustrator.
- Automate production. Eliminate repetitive manual tasks with Firefly Services to automate and scale thousands of asset variations across audiences, channels, and geos.
- Empower all business teams: Enable teams like marketing, sales, HR, and finance to create standout brand content with powerful tools like Adobe Express and GenStudio for Performance Marketing.
Customizes to your brand.
Create assets that are unique to your brand by centrally developing templates, libraries, and custom versions of Firefly and sharing them across teams.
- Consistent creation. Set and share Style Kits that include reference images, effects, prompts, and objects for consistent creation across the organization.
- Custom training. Safely train Firefly Custom Models on your own assets to generate high-quality, brand-specific content for different campaigns, brands, and subjects.
Precision, quality, and control across media.
Adobe is constantly advancing Firefly to augment human creativity and help teams bring their ideas to life across formats.
- High-quality AI outputs. Firefly is a family of high-quality AI models that uses professional-grade training data and is built on decades of research and experience in media technology.
- Precision and control. Firefly has over 20 built-in ways to ensure generative content reflects your creative vision — including lighting, tone, effects, style, and even composition references.
- Innovation across formats. Firefly is continually advancing in quality, speed, and breadth — expanding across modalities from images and design to audio, video, and more.
The world’s leading brands trust Firefly.
IBM saw a 10x creative productivity lift and a 26x increase in engagement with Firefly generated assets.
Mattel uses Firefly to accelerate packaging design and approvals, reducing new sample costs to zero.
IPG created and scaled a new brand identity with Firefly, boosting brand-specific output by 5x.
Gatorade delivered immersive experiences and personalized products by generating thousands of on-brand assets with Firefly.
What analysts are saying.
“Adobe has been a firehose of innovation bringing generative AI solutions to commercial content creation. Adobe, more than any other marketing or GenAI provider, anticipated and solved the most pressing issues that make public GenAI content creation tools nonstarters for major brands.”
Gerry Murray, IDC, December 2024
“Adobe has been incredibly successful thus far. It very much painted a vision for the future with developing a commercially viable service for generative AI.”
Jay Pattisall, “‘Make Me an Ad and Find the Customers: Adobe Rolls Out AI Tools for Marketers”, Forrester, March 2024
“Adobe Firefly brings a governed, predictable, and secure GenAI to the unpredictable world of GenAI applications. Adobe has done a lot of work in ethical AI, responsible AI, and the ability to provide a transparent and validated approach to content provenance.”
Andy Thurai, Vice President and Principal Analyst, Constellation Research, September 2024
Leadership perspectives
The AI Inflection Point: How to Implement AI Responsibly in your Organization
Beyond Human Limits: The Future of Creative Content with GenAI Inside
How Generative AI is Unlocking Creativity
Learn more about how Adobe’s approach to developing Firefly.
Our approach to generative AI with Firefly
Firefly fact sheet
Our commitment to AI ethics
Adobe AI overview
Questions? We have answers.
As part of Adobe’s effort to design Firefly to be commercially safe, we’re training our initial commercial Firefly model on licensed content, such as Adobe Stock, and public domain content where copyright has expired. Additionally, as a founding collaborator of the Content Authenticity Initiative (CAI), Adobe is setting the industry standard for responsible generative AI. The CAI is a community of media and tech companies, NGOs, academics, and others working to promote adoption of an open industry standard for content authenticity and provenance.
This is in conjunction with the Coalition for Content Provenance and Authenticity (C2PA), which has developed an open technical standard providing publishers, creators, and consumers the ability to understand the origin of different types of media, including the ability to add a Content Credential that allows creators to indicate that generative AI was used. Find out more about content credentials.
The current Firefly generative AI models were trained on licensed content, such as Adobe Stock, along with public domain content where copyright has expired.
Adobe has recently announced Custom Models, which are ways for creators to be able to train the models with their own assets so they can generate content that matches their unique style, branding, and design language without the influence of other creators’ content.
Adobe will continue to listen to and work with the creative community to address future developments to the Firefly training models.
For features without the beta label, you can use outputs generated from Firefly in your commercial projects. For features that are in beta, you can use the outputs generated from Firefly for your commercial projects unless explicitly stated otherwise in the product.
As with the use of all Creative Cloud products and services, Firefly outputs cannot be used in an illegal manner (including to infringe or violate the rights of others) or in connection with creating, training, or otherwise improving AI/ML models. Learn more
