Adobe (image credit/Pixabay/expresswriters)Adobe has announced Adobe Firefly Services and Custom Models to fundamentally change how brands create and produce content to deliver personalisation at scale. With Firefly Services, brands can access over 20 powerful generative and creative APIs, tools and services. These services eliminate manual and repetitive tasks creative teams currently perform.

They support localisation and personalisation efforts, from resizing assets for different channels to generating and expanding backgrounds for merchandising and eCommerce. In addition to replacing scenery and language for localisation, these capabilities are embedded into Adobe’s Creative Cloud applications. The services can also be deeply integrated into any production or experience workflow to scale the production of asset variations.

Firefly Services provide APIs, tools and services for content generation, editing and assembly. This will enable marketing and creative teams to automate the production of content while maintaining quality and control.

Training custom models

Custom models enable enterprises to train and customise models. Adobe says custom models are easy to train and maintain and can be shared across an organisation to support brand consistency amongst creative and marketing teams. By fine-tuning their versions of Firefly models, organisations can generate content specific to their products and brands. This ranges from campaign styles and backgrounds to objects, characters, and subjects.

(Credit image/LinkedIn/David Wadhwani)
David Wadhwani, president, Digital Media Business,

According to David Wadhwani, president, Digital Media Business, Adobe, “Consumer expectations around generative AI-driven personalisation continue to rise. Firefly Services and Custom Models are first-of-its-kind offerings that unlock the possibility for brands having customisation capabilities. Furthermore, businesses want more control in defining their automation processes. 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 personalise marketing content at scale,” said Billy Seabrook, global chief design officer, IBM Consulting. “Adobe applications have been instrumental in our creative process. Firefly, can rapidly generate imagery and templates in a range of styles and sizes to align with brand standards. This will enable more people to participate in the creative process.”

Bridging creative and marketing teams

With Firefly Services, organisations can leverage Firefly models. In addition to 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 and make all the necessary edits, such as resizing and replacing objects or backgrounds. They can then assemble the content into finished assets that are ready for delivery. Firefly Services enables creative teams to better support their marketing counterparts.

Creatives tasked with driving personalisation 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, marketing teams can ensure any generated outputs—including objects, backgrounds, and styles—are on-brand. For most organisations, 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 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 organisation.

Enterprise Times: What this means for businesses.

These new generative AI capabilities supported by Adobe Firefly are expected to help businesses automate content production. Furthermore, the enhancement tailor content production to their brand, supporting personalisation at scale. As a result, Adobe’s latest innovations should allow creatives to free up time to focus on unique creative expression.

Marketers and creatives can, therefore, 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% of their time on creative work.

What’s interesting about the announcement is the use of custom models training AI models. These models learn the creative expression of brands through their IP, product or brand across a wide variety of use case styles. Adobe says it will propagate brand consistency at scale across the enterprise.

Adobe has a track record of bringing generative AI to its mainstream products and services. Last year, it released its all-new Adobe Express, announcing the general availability for desktop web.

The latest version of the AI-first, all-in-one content creation app incorporates Firefly beta generative AI capabilities. Adobe says it will revolutionise creative expression. Making it fast, easy and fun for users of all skill levels to design and share standout content.



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