Adobe unveils new Firefly tools for personalised content

Adobe has unveiled new capabilities across its Firefly Services and Firefly Custom Models, aimed at enabling businesses to meet the growing demand for personalised content across a variety of digital platforms.

The Firefly Services, which are a suite of creative and generative APIs and services for enterprises, now support additional content types, including video and 3D.

This expansion aims to increase multimedia production capabilities for businesses. The new Firefly Creative Production, powered by Firefly Services, introduces a no-code interface that facilitates repetitive content tasks, supporting various media types.

Adobe has also integrated Custom Models directly into Adobe GenStudio for Performance Marketing. This integration is aimed at enhancing workflow efficiency for marketers by providing easier access to pre-trained models, thereby allowing them to scale on-brand advertising content seamlessly.

"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 of 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."

The new features include the Translate and Lip Sync API, which allows teams to translate spoken dialog into various languages while maintaining the original voice sound with matching lip sync.

The Reframe API offers a streamlined process for resizing videos for different platforms, enhancing productivity and accuracy while incorporating logos and visual overlays. Furthermore, the Custom Models API facilitates the seamless integration of Custom Models into production workflows, ensuring asset alignment with brand standards.

Additionally, the Substance 3D API, currently in Beta, aims to assist teams in combining 3D objects with Firefly-generated backgrounds to expedite content production.

The release of Firefly Creative Production provides a user-friendly no-code interface that can manage various repetitive production tasks, such as intelligently cropping assets for different marketing channels. This platform is intended to help teams efficiently produce the thousands of content variations needed each year for personalisation and improved conversion rates, thereby allowing teams to allocate more time to strategic initiatives and creative projects.

Adobe's Firefly Services and Custom Models are reportedly being utilised by various industry leaders, including Accenture, Dentsu, Henkel, IPG Health, Tapestry, Monks, PepsiCo/Gatorade, Publicis, Stagwell, and The Estée Lauder Companies.

These organisations are using Adobe's tools to reduce campaign launch times and enhance audience engagement through the use of generative AI, which streamlines workflows and improves creative efficiency.

According to Forrester's Total Economic Impact Study, enterprises using Adobe Firefly can scale asset variant production by 70% to 80%, while simultaneously reducing time spent on asset review and correction by up to 75% over a three-year period. This results in increased revenue through the delivery of personalised experiences that enhance conversion rates.

"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 of 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."

Through the implementation of Adobe Firefly tools, Accenture empowers its employees to create creative content more swiftly by using models that align with its brand style.

Dentsu leverages Adobe Content Supply Chain solutions in Adobe GenStudio dentsu+, benefiting from streamlined workflows for digital marketing initiatives. Henkel aims to utilise Custom Models for brand-consistent content creation, thereby expediting production and reducing repetitive tasks.

IPG Health's rebranding campaign for StudioRx leveraged Custom Models to create a new brand character, Rxie, across digital platforms—a process completed in weeks, compared to the traditional months-long timeline. Stagwell aims to maximise client campaign impacts using Firefly, ensuring strong on-brand creative execution.

Tapestry is developing digital twins for Coach handbags, aiding processes from focus group engagement to social media content creation, while Monks utilises Firefly Services and Custom Models for scalable digital marketing assets, exemplified by producing 270 media banner versions in a single day.

PepsiCo/Gatorade launched a personalisation service allowing consumers to design their own Gatorade Squeeze bottle, powered by Firefly Services, enhancing user engagement and creativity.

Publicis employs Firefly Services to streamline large-scale personalisation efforts for clients, supporting data-driven experience delivery with identity solutions.

The Estée Lauder Companies reports that Firefly Services facilitate swift campaign execution, aiding in reaching diverse audiences across its extensive brand portfolio while granting creative teams more time for strategic projects and new artistic concepts.