Adobe's personalised AI generators could change creative software forever
Adobe used MAX 2025 to set a new direction: personal AI models and agent-style assistants that shape themselves around your brand and your workflow. This isn't more filters slapped into apps. It's custom models for enterprises and creators, plus assistants that read your socials and suggest what to make next. If you create for a living, this points to faster output and tighter consistency-without losing your style.
Firefly Foundry: brand-owned models for on-brand output
Adobe announced Firefly Foundry, a service for enterprises to build custom generative models on top of Firefly. These are trained on a brand's own IP and libraries to generate images, video, audio, vectors and even 3D that stay true to brand voice and visual language. The aim is simple: scale content while keeping it consistent.
Adobe's angle is commercial safety-models trained on licensed material. If you've struggled with mixed results from generic models, Foundry gives teams a way to lock in look, tone and guardrails at the model level, not just through templates and checklists.
What this means for creative teams
- Fewer rounds: assets start on-brand, so revisions shrink.
- Faster campaigns: reuse your own IP to spin up variations across channels.
- Stronger control: approvals and brand rules can be baked into how the model "thinks."
Custom models for individual creators
Adobe is also adding personal models inside the Firefly app and Firefly Boards. You'll be able to train a lightweight model on your portfolio and generate series with consistent style and character. There's a private beta waitlist, but the promise is clear: your look, on repeat, without starting over every time.
Project Moonlight: assistants that plan and build with you
Adobe previewed conversational assistants that connect across its apps and plug into your social accounts. Tell it what you're trying to achieve, and it can suggest concepts, draft assets, rename Photoshop layers, give feedback and keep you moving. It will also learn from what's performed well on your channels to spark better ideas faster.
More models inside Adobe: partners and new tools
Adobe is continuing to bring third-party models straight into its platform, including Black Forest Labs, Google, Luma AI, OpenAI, Runway, plus new partners ElevenLabs and Topaz Labs. Practical wins are already landing.
- Photoshop: Generative Upscale now uses Topaz Labs tech to push low-res images to 4K.
- Premiere Pro (public beta): AI Object Mask helps isolate people and objects in frames.
- Lightroom (public beta): Assisted Culling speeds up picking keepers from large shoots.
Firefly Image Model 5: better detail, smarter edits
Firefly's new Image Model 5 (public beta) generates at native 4MP, improving lighting and texture realism. A new Prompt to Edit tool lets you describe the edit you want instead of clicking through menus. Adobe also teased Layered Image Editing for context-aware compositing that keeps changes cohesive.
How to get value from this shift right now
- Centralise your brand library: logos, style guides, product renders, approved shots. Label them clearly.
- Define guardrails: words, visuals and subjects to avoid; compliance notes; usage rights.
- Create repeatable prompts: name conventions, tone, framing and output specs for each channel.
- Pilot a micro-library: train on one campaign's assets and compare results to your manual baseline.
- Use assistants for grunt work: layer naming, cut-downs, alt text, versioning and variant testing.
- Measure: pick one metric (approval time, rework rate or cost per asset) and track the change.
Access and credits
Generative credits for Firefly come with several Adobe plans, including Creative Cloud Pro, Adobe Express Premium and Firefly on web and mobile. For current details and availability, check the official Firefly page: Adobe Firefly.
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