Adobe Firefly is a deceptively powerful AI playground to generate images, videos, and more. Here's how to make the most of it. All products featured on WIRED are independently selected by our editors. However, we may receive compensation from retailers and/or from purchases of products through these links. Adobe Firefly feels like the best-kept secret in software right now.

Adobe said today that it's bringing AI-generated video, aka the Firefly Video Model, to Adobe Premiere Pro plus its Firefly generative art service. Unlike its generative AI image capabilities, however, it won't be free. AI-generated video has been available for months. In December, OpenAI released Sora, its ability to craft AI video clips of several seconds from a text prompt. What Adobe is offering is authenticity.

Adobe is jumping into the generative AI game with the launch of a new family of AI models called Firefly. Focused on bringing AI into Adobe's suite of apps and services, specifically AI for generating media content, Firefly will be made up of multiple AI models "working across a variety of different use cases," Adobe VP of generative AI Alexandru Costin told TechCrunch in an email interview. It's an expansion of the generative AI tools Adobe introduced in Photoshop, Express and Lightroom during its annual Max conference last year, which let users create and edit objects, composites and effects by simply describing them. As the fervor around the tech grows, Adobe has raced to maintain pace, for example allowing contributors to sell AI-generated artwork in its content marketplace. "Firefly is the next step on our AI journey -- bringing together our new'gentech' models with decades of investment in imaging, typography, illustration and more to produce assets," Costin said.

At Adobe Summit on March 21, 2023, Adobe announced and delivered its generative AI offering known as Adobe Firefly. Adobe Firefly (In beta), is a collection of generative AI models built for creative applications. The offering joins the platform's AI services. Adobe plans to integrate Firefly into their Creative Cloud, Document Cloud, and Adobe Express product lines. Future models will target additional use cases and content types, potentially leveraging other technology and training data.