Adobe Firefly Services and Custom Models Unlock On-Brand Content Production at Scale with New Capabilities

Rhea-AI Summary

Adobe has announced significant enhancements to its Firefly Services and Custom Models at Adobe Summit. The expanded capabilities now include video and 3D content support, alongside a new no-code interface called Firefly Creative Production for streamlining content tasks.

Key updates include the Translate and Lip Sync API, Reframe API for video resizing, Custom Models API for brand consistency, and Substance 3D API (Beta) for e-commerce content. According to Forrester's study, Adobe Firefly offerings enable enterprises to increase asset variant production by 70-80% and reduce asset review time by up to 75% over three years.

Major companies including Accenture, PepsiCo/Gatorade, The Estée Lauder Companies, and others are already utilizing these tools to enhance their digital marketing campaigns and accelerate content production. The integration of Custom Models with GenStudio for Performance Marketing aims to streamline marketing workflows and scale on-brand content creation.

Positive

• Significant efficiency gains: 70-80% increase in asset variant production
• 75% reduction in asset review time over three years
• Expansion into video and 3D content capabilities
• Major enterprise clients already adopting the technology
• New revenue opportunities through scaled personalized experiences

Negative

• Some features still in Beta phase (Substance 3D API)
• Requires significant enterprise integration and adoption effort

Insights

Technology Analyst

Adobe's expansion of Firefly Services represents a significant strategic enhancement to its AI-powered content creation ecosystem. The addition of video and 3D capabilities addresses the growing enterprise demand for multimedia content across digital channels, while the new no-code Creative Production interface targets workflow efficiency bottlenecks.

The integration of Custom Models into GenStudio for Performance Marketing is particularly noteworthy, as it streamlines the content personalization process—a critical capability as brands struggle to produce sufficient channel-specific assets at scale. The Forrester study highlighting 70-80% increases in asset variant production efficiency provides compelling evidence of tangible ROI.

Adobe's expanding enterprise customer roster including Accenture, PepsiCo, and The Estée Lauder Companies validates market adoption beyond early experimentation. The implementation examples—such as IPG Health's accelerated rebranding and Tapestry's digital twin creation for Coach products—demonstrate practical applications driving real business outcomes.

This announcement reinforces Adobe's differentiated position in the generative AI landscape by leveraging its existing creative software dominance while addressing specific enterprise content production challenges. By focusing on commercially-safe AI models with API-first architecture, Adobe is establishing barriers to entry against pure-play generative AI competitors while deepening enterprise relationships through workflow integration.

Marketing Technology Specialist

Adobe's Firefly expansion represents a strategic market positioning in the enterprise generative AI space that directly addresses the content scaling challenges marketing teams face. By extending capabilities to video and 3D—historically resource-intensive content types—Adobe is targeting high-value production bottlenecks where ROI potential is maximized.

The Translate and Lip Sync API could dramatically reduce localization costs and timelines for global campaigns, while the Reframe API addresses the persistent challenge of adapting video assets across aspect ratios without manual editing. These solve specific pain points in enterprise content workflows rather than offering generalized AI capabilities.

The Custom Models integration with GenStudio creates a closed-loop system where brand guidelines are programmatically enforced during content creation—solving the governance challenges that have generative AI adoption in regulated industries and brand-sensitive enterprises.

The customer examples reveal how these tools are being implemented in practice: Accenture personalizing content across 19 industry verticals, Tapestry creating digital twins of physical products, and PepsiCo/Gatorade enabling consumer-driven customization. These use cases demonstrate how Adobe is enabling scalable personalization strategies that were previously cost-prohibitive or technically unfeasible for brands.

This expansion strengthens Adobe's competitive moat against both pure-play generative AI platforms and marketing cloud competitors by embedding AI capabilities directly into established marketing workflows rather than creating standalone tools.

• Adobe Firefly Services APIs will support a wider range of content types including video and 3D, and power the new Firefly Creative Production offering which provides a simple no-code interface to streamline repetitive tasks and enhance productivity.
• Custom Models in Adobe GenStudio for Performance Marketing provides marketers with seamless access to pre-trained models for creating high-quality, on-brand images.
• Leading businesses and agencies including Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, PepsiCo/Gatorade, Publicis, Stagwell and The Estée Lauder Companies are leveraging Adobe Firefly offerings to optimize digital marketing campaigns, enhance creative output and accelerate content production.

LAS VEGAS--(BUSINESS WIRE)-- Today at Adobe Summit – the flagship digital experience conference – Adobe (Nasdaq: ADBE) announced new capabilities across Adobe Firefly Services and Firefly Custom Models, enabling businesses to meet the skyrocketing demand for personalized content across channels such as social media, e-commerce and mobile.

Firefly Services – a collection of creative and generative APIs and services for enterprises – now supports even more content types with the addition of video and 3D as businesses increase the production of multimedia. The new Firefly Creative Production, powered by Firefly Services, delivers a no-code interface to handle repetitive content production tasks – supporting major media types. Additionally, Custom Models now integrates directly into Adobe GenStudio for Performance Marketing, making it seamless to scale on-brand content for advertising. Adobe’s innovations are powered by Adobe’s AI Platform, which unites AI agents and models across Adobe. This includes AI agents from third-party ecosystems, commercially safe Firefly models and secure third-party models, and first-party data insights – infused into Adobe applications. Adobe is unifying marketing and creativity through its AI platform to deliver personalized experiences at scale.

Leading businesses and agencies, including Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, PepsiCo/Gatorade, Publicis, Stagwell and The Estée Lauder Companies, have been working with Adobe Firefly, Firefly Services and Custom Models to shorten the time it takes to launch campaigns and engage new audiences – activating generative AI to streamline workflows and boost creative output.

Forrester’s Total Economic Impact Study found that Adobe Firefly offerings enable enterprises to scale asset variant production by 70% to 80%, while reducing time spent reviewing and fixing assets by as much as 75% (over a three-year period) – increasing revenue through scaling personalized experiences that drive better conversion.

“Businesses are seeing incredible results by leveraging Adobe Firefly Services and Custom Models to drive a more efficient content supply chain,” said Varun Parmar, general manager, Adobe GenStudio and Firefly Enterprise Solutions. “Generative AI increases the capacity of marketers and creatives, enabling them to focus on what matters most, their craft.”

New Adobe Firefly Services APIs

• Translate and Lip Sync API (generally available): For video content, teams can instantly translate spoken dialog into different languages, while maintaining the sound of the original voice with matching lip sync.
• Reframe API (generally available): Resizing videos for different platforms is a time-consuming and costly process. With the Reframe API, teams can easily resize videos and detect any scene edits to ensure accurate reframing, with the ability to composite logos and other image-base overlays directly across multiple cuts.
• Custom Models API (generally available): Teams can seamlessly build Custom Models directly into scaled production workflows to ensure newly created assets are on-brand, while allowing marketers and creatives to easily discover and select available Custom Models for use.
• Substance 3D API (in Beta): For channels such as e-commerce and digital marketing, brands today are having to manually create thousands of variations of existing product images to suit different channel requirements. The Substance 3D API will enable teams to bring together 3D objects with Firefly-generated backgrounds to accelerate content production.

Powered by Firefly Services, Adobe also announced Firefly Creative Production, unlocking the power of Adobe APIs through a no-code, easy-to-use interface that can handle a variety of repetitive production tasks – such as intelligently cropping assets for different marketing channels. Teams can more efficiently create the thousands of variations that are needed each year to personalize experiences and drive conversion, while freeing up teams to focus on more strategic efforts, including creative brand and campaign initiatives.

Custom Models integration with GenStudio for Performance Marketing

GenStudio for Performance Marketing provides a single, self-service application for creating paid social ads, display ads, banners, marketing emails and more, anchored to on-brand templates defined by creatives. An integration with Custom Models – now in Beta – will enhance marketing workflows by providing easy access to pre-trained Custom Models directly in the application. Marketers can seamlessly create high-quality and on-brand images without navigating between teams and tools, scaling tasks such as localizing ads or extending campaigns.

Leading businesses and agencies turn to Adobe Firefly, Firefly Services and Custom Models

From optimizing digital marketing campaigns to creating new consumer experiences online, leading businesses are using Adobe Firefly, Firefly Services and Custom Models to enhance the work of marketers and creatives:

• Accenture is leveraging Adobe Firefly within its marketing organization, empowering employees to produce creative content faster and enhance creativity. Using Custom Models, trained on its own brand style and design language, Accenture can personalize content across each of the 19 industries it serves.
• Dentsu is using Adobe Content Supply Chain solutions in Adobe GenStudio dentsu+, which leverages Firefly Services and Custom Models to streamline internal workflows and drive digital marketing initiatives.
• Henkel is working Custom Models to be able to train and fine-tune Firefly using its own assets to create on-brand content, accelerating content production and streamlining repetitive tasks.
• IPG Health used Custom Models to deliver a rebranding campaign for Studio Rx, generating a new character named Rxie that was leveraged across digital marketing channels. In what would have traditionally taken months to plan and execute, Studio Rx used Firefly to implement an entirely new brand identity in just weeks.
• Stagwell is maximizing the impact of client campaigns with Adobe Firefly, empowering teams to drive creative execution that is also on-brand.
• Tapestry is creating digital twins (virtual replicas of physical products) of Coach handbags with the help of Custom Models, scaling an in-demand internal service that drives everything from focus groups to social media content and in-store merchandising.
• Monks powers client work with Firefly Services and Custom Models, scaling the production of on-brand assets for digital marketing channels. Using Firefly in Photoshop, designers at Monks sped up versioning on a media banner project by creating 270 versions of a banner in one day, used across different channels and devices.
• PepsiCo/Gatorade launched a new service on Gatorade.com that took personalization to the next level, allowing consumers to customize their own Gatorade Squeeze bottle. Powered by Firefly Services, the new experience drove creative expression, with consumers using simple text prompts to create their own unique designs.
• Publicis is leveraging Firefly Services to power personalization at scale for clients, streamlining content production while delivering data-driven experiences with their identity solutions.
• The Estée Lauder Companies is leveraging Firefly Services to shorten the time it takes to deliver digital marketing campaigns. With a portfolio of nearly 25 brands and customers in roughly 150 countries and territories, Firefly Services enables the company to accelerate campaign execution and reach new audiences – while empowering creative teams to recapture time and focus on ideating and creating new artistic concepts.

About Adobe

Adobe is changing the world through personalized digital experiences. For more information, visit www.adobe.com.

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of applicable securities laws, including those related to Adobe’s new, enhanced or future product capabilities, innovations and offerings and the expected benefits to Adobe. Each of the forward-looking statements Adobe makes in this press release involves risks, uncertainties and assumptions based on information available to Adobe as of the date of this press release. Such risks and uncertainties, many of which relate to matters beyond our control, could cause actual results to differ materially from these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to: failure to innovate effectively and meet customer needs; issues relating to development and use of AI; failure to realize the anticipated benefits of investments or acquisitions; failure to compete effectively; damage to our reputation or brands; service interruptions or failures in information technology systems by us or third parties; security incidents; failure to effectively develop, manage and maintain critical third-party business relationships; risks associated with being a multinational corporation and adverse macroeconomic conditions; failure to recruit and retain key personnel; complex sales cycles; changes in, and compliance with, global laws and regulations, including those related to information security and privacy; failure to protect our intellectual property; litigation, regulatory inquiries and intellectual property infringement claims; changes in tax regulations; complex government procurement processes; risks related to fluctuations in or the timing of revenue recognition from our subscription offerings; fluctuations in foreign currency exchange rates; impairment charges; our existing and future debt obligations; catastrophic events; and fluctuations in our stock price. Further information on these and other factors are discussed in the section titled “Risk Factors” in Adobe’s most recently filed Annual Report on Form 10-K and Adobe's most recently filed Quarterly Reports on Form 10-Q. The risks described in this press release and in Adobe’s filings with the U.S. Securities and Exchange Commission should be carefully reviewed. Adobe undertakes no obligation, and does not intend, to update the forward-looking statements, except as required by law.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250318636600/en/

Public relations contact

Kevin Fu

Adobe

kfu@adobe.com

Source: Adobe

FAQ

What new capabilities has Adobe (ADBE) added to Firefly Services in 2025?

Adobe added video and 3D content support, Translate and Lip Sync API, Reframe API for video resizing, Custom Models API, and Substance 3D API (Beta) for e-commerce content production.

How much can Adobe Firefly improve asset production efficiency according to Forrester?

Forrester's study shows Firefly can scale asset variant production by 70-80% and reduce asset review time by up to 75% over three years.

What is Adobe's new Firefly Creative Production offering?

It's a no-code interface powered by Firefly Services that handles repetitive content production tasks and supports major media types for efficient content creation.

How are major brands utilizing Adobe ADBE's Firefly and Custom Models?

Companies like Accenture, PepsiCo, and Estée Lauder are using these tools to accelerate campaign execution, enhance creative output, and streamline content production workflows.