Adobe Introduces Firefly Services and Custom Models to Accelerate Enterprise Content Creation and Production
March 26 2024 - 12:00PM
Business Wire
- New generative AI capabilities powered by Adobe Firefly help
organizations automate content production and tailor it to their
brand, powering personalization at scale
- Firefly Services provide APIs, tools and services for
content generation, editing and assembly, empowering organizations
to automate the production of content while maintaining quality and
control
- Custom Models enable enterprises to train generative AI
models based on their IP, product and brand styles across a wide
variety of use cases such as localization or merchandising for
ecommerce, maintaining and propagating brand consistency at scale
across their organizations
Today, at Adobe Summit – the world’s largest Digital Experience
Conference – Adobe (Nasdaq:ADBE) announced Adobe Firefly Services
and Custom Models to fundamentally change how brands create and
produce content to deliver personalization at scale.
With Firefly Services, brands can access over 20 powerful
generative and creative APIs, tools and services that eliminate
manual and repetitive tasks creative teams currently perform, to
power localization and personalization efforts from resizing assets
for different channels, to generating and expanding backgrounds for
merchandising and e-commerce, to replacing scenery and language for
localization. These capabilities are embedded into Adobe’s Creative
Cloud applications and can also be deeply integrated into any
production or experience workflow to scale the production of asset
variations.
Custom Models enable enterprises to train and customize models.
Custom models are easy to train and maintain and can be shared
across an organization to support brand consistency amongst
creative and marketing teams. By fine tuning their versions of
Firefly models, organizations can generate content specific to
their products and brand, from campaigns styles and backgrounds to
objects, characters and subjects.
“As consumer expectations around generative AI-driven
personalization continue to rise, Firefly Services and Custom
Models are first-of-its-kind offerings that unlock the possibility
for brands to have powerful customization capabilities and more
control in defining their automation processes,” said David
Wadhwani, president, Digital Media Business, Adobe. “Brands are
urgently looking to Adobe to shift their generative AI investments
from playgrounds to production.”
“The rising expectations for customer experiences have compelled
brands to rethink how they produce and personalize marketing
content at scale,” said Billy Seabrook, global chief design
officer, IBM Consulting. “Adobe applications have been instrumental
in our creative process, and now with Firefly, we can rapidly
generate imagery and templates in a range of styles and sizes to
align with brand standards and enable more people to participate in
the creative process.”
Adobe’s latest innovations allow creatives to free up time to
focus on unique creative expression, as well as work on more
strategic, higher-value work. Tasks that took weeks now can be done
in days or even hours; an Adobe study for instance, showed that
most creative professionals spend only about 30 percent of their
time on creative work.
Bridging Creative and Marketing Teams
With Firefly Services, organizations can leverage Firefly models
as well as over 20 generative and creative cloud APIs within
existing production and experience workflows to scale the creation
of asset variations. Teams can generate new content, make all the
necessary edits such as resizing, replacing objects or backgrounds,
and then assemble the content into finished assets that are ready
for delivery. Firefly Services enable creative teams to better
support their marketing counterparts, who are tasked with driving
personalization at scale by delivering custom assets for different
audience segments, markets and distribution channels. This is
particularly crucial with the speed of channels such as social
media, where fresh content is needed to keep customers engaged.
With Custom Models, now generally available, organizations can
ensure that any generated outputs—including objects, backgrounds,
and styles—are also on-brand. For most organizations, brand
identity is one of the most valuable assets they own. Teams can now
fine-tune Adobe’s generative AI models with their own assets (10 to
20 images) and instantly tailor Firefly to their needs. Strict
governance and security controls also ensure that a brand’s
content, data and workflows stay within the organization.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
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PR Contact Kevin Fu Adobe kfu@adobe.com
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