Adobe Unveils Next-Generation Firefly App at MAX London

At its MAX London creativity conference, Adobe introduced the next evolution of Firefly, an all-in-one application that redefines AI-assisted content ideation, creation, and production. Designed to empower creators with unmatched precision and control, Firefly enables the generation of images, video, audio, and vector assets from a single platform. Deeply integrated into Adobe’s Creative Cloud ecosystem, Firefly positions Adobe as the leader in comprehensive creative AI solutions.

Firefly incorporates Adobe’s suite of commercially safe generative AI models, including the newly released Firefly Image Model 4, known for lifelike realism, and Image Model 4 Ultra, which delivers exceptional detail and complexity. The Firefly Video Model—also generally available—translates text prompts and images into stunning 1080p video content, offering creators fine-grained control over camera angles, atmosphere, and motion design. These models are accessible today through the Firefly app, with additional partner models from platforms like fal.ai, Ideogram, Luma, Pika, and Runway expected in the coming months.

The Firefly platform now features Firefly Boards, a collaborative AI-first workspace designed for moodboarding, concept exploration, and ideation. Currently in public beta, Firefly Boards allows users to iterate on hundreds of creative variations simultaneously and move seamlessly into production, streamlining early-stage design processes.

By unifying content generation across formats and integrating tightly with Photoshop, Premiere Pro, Express, and other Creative Cloud applications, Firefly transforms the entire creative workflow—from ideation to final delivery. Tools such as Structure and Style Reference, camera control for image and video generation, and multilingual translation capabilities offer creative professionals a level of command previously unattainable.

Firefly’s reach extends beyond individual creators. Through Firefly Services, Adobe is embedding its generative AI directly into enterprise workflows via APIs that automate repetitive production tasks. Businesses such as Accenture, Gatorade/PepsiCo, and Estée Lauder are already leveraging these capabilities to accelerate content creation, resize assets for marketing channels, and enhance creative output. New APIs, including the Photoshop API, Text-to-Video API, and Image-to-Video API, are currently available in beta, with additional functionality—such as the Avatar API—on the horizon.

With over 22 billion assets generated globally using Adobe’s Firefly models, Adobe continues to expand its ecosystem with integrated partner models. Users can seamlessly switch between models from Adobe, OpenAI, Google, and others, with full transparency and embedded Content Credentials that ensure traceability of AI-generated content. Enterprise customers can choose to enable partner model access across their organizations.

Throughout its Firefly initiative, Adobe maintains a steadfast commitment to the creative community. Its creator-first approach to generative AI emphasizes transparency, ethical development, and respect for creator rights. Rather than replacing human creativity, Adobe views AI as a tool that enhances it—empowering professionals to dream bigger, iterate faster, and produce at scale.

The Firefly web app is available today, with a mobile version coming soon.