Adobe Expands Generative Ai Offerings With New Firefly App And Video Model

Adobe has released the Firefly application, an expanded platform for generating images, vectors and videos. The new Firefly Video Model, available in public beta, is designed to produce commercially safe, IP-friendly video content.

Firefly App And Video Model Features

The Firefly app integrates with Adobe Creative Cloud applications and offers tools for generating high-quality content. The Firefly Video Model powers Generate Video (beta) in the Firefly app and Generative Extend (beta) in Adobe Premiere Pro.

David Wadhwani, President of Adobe’s Digital Media Business, said Firefly is built to provide professionals with control over creative work.

“Firefly is designed for creative professionals seeking tools that can be used safely and effectively in both ideation and production,” Wadhwani said. “We’ve heard from beta customers who are already using it to create visually compelling content.”

The model supports 1080p resolution, with a 4K version in development. It allows users to generate video clips from text prompts, adjust camera angles and create motion design elements.

New Firefly Plan Offerings

Adobe introduced Firefly Standard and Firefly Pro plans, which provide tiered access to video and audio features.

Firefly Standard includes 2,000 video/audio credits per month and up to 20 five-second 1080p video generations, starting at US$10 (AUD$16). Firefly Pro offers 7,000 credits per month and up to 70 five-second video generations, starting at US$30 (AUD$49). A Firefly Premium plan aimed at high-volume creators is in development.

Industry Adoption And Feedback

Leading brands, including Deloitte Digital, IBM, IPG Health, Mattel and Tapestry, are using Firefly for content production. Agencies such as dentsu, PepsiCo/Gatorade and Stagwell are also testing the Firefly Video Model beta.

James Thomas, Global Chief Technology Officer at dentsu, said Firefly enhances creative efficiency.

“Firefly’s creator-friendly approach to Ai has accelerated our creative development while ensuring commercially safe results,” Thomas said. “We are excited to see how it will continue to push creative boundaries.”

Merrill Raman, Global Chief Technology Officer at Stagwell, said Firefly is a valuable tool for agencies.

“Adobe Firefly is more than an agency tool – it’s a force multiplier. It allows our teams to innovate while maintaining established brand guidelines,” Raman said.

Transparency And Ethical Ai Use

Adobe has committed to ethical Ai development by training Firefly on licensed and public domain content, excluding customer data. Firefly Video Model outputs include Content Credentials, which verify that content was Ai-generated.

Adobe is also advancing transparency in digital media through its Content Authenticity Initiative (CAI) and Content Credentials framework.

Availability

Generate Video (beta) is available globally in the Firefly application through new Firefly plan offerings detailed here. 

Last Updated on February 17, 2025 by Nick Ross