Adobe pivots on AI as Firefly becomes first to integrate Luma Ray3 video model

Adobe flips the AI script: Firefly integrates Luma AI's Ray3 first

Adobe has moved from a closed stack to a partner-first approach, bringing Luma AI's Ray3 model directly into Firefly before any other third-party platform. For creatives, this means faster access to the strongest models without bouncing between apps.

It also raises a new reality: Adobe's "commercially safe" pitch now sits alongside models from partners. Content Credentials are attached to every AI asset, but you're responsible for knowing which model made what and how that impacts client work.

What changed at Adobe

For years, feature drops focused on Adobe's own tech. Now Firefly is becoming a model hub. It already includes options from Google (Gemini 2.5 Flash Image), OpenAI, Ideogram, Pika, Black Forest Labs, and Runway, with Moonvalley and Topaz Labs on the way.

Instead of relying on third-party plugins, Adobe is curating and integrating the most in-demand models right inside Firefly so you can work where your assets live.

What Ray3 brings to the table

Ray3 is a new AI video model built on multimodal "reasoning." In practice, it plans scenes, keeps characters consistent, and reduces weird physics and visual glitches. The result: clips that feel coherent and usable in real projects.

Key specs and controls:

• Up to 10-second clips
• Native 10-, 12-, and 16-bit HDR in ACES2065-1 EXR for proper grading pipelines
• SDR-to-HDR conversion, still-image animation, keyframes for timing/control, and Extend to lengthen shots
• Draft Mode for quick iteration, native 1080p (rolling out), plus a neural upscaler to 4K
• Early testers report fewer hallucinations compared to other video generators

Why this matters for creatives

Ray3 gives you usable b-roll, transitional shots, and concept tests fast-without spending hours fixing broken motion or character drift. HDR ACES support means footage can drop into color-managed film and TV workflows without hacks.

For commercial delivery, keep your model choices transparent. Use Firefly's models for final assets when required; use partner models like Ray3 for ideation or when client standards allow. Track everything with Content Credentials.

How to use Ray3 inside Firefly

• Open the Firefly app and choose Text to Video. Select Ray3 as the model.
• Use Draft Mode to iterate quickly, then switch to full quality for final picks.
• Animate stills, add keyframes for timing and scene beats, and use Extend to push toward 10 seconds.
• Send clips to your Creative Cloud libraries and refine in Premiere Pro.
• In Firefly Boards, generate visual directions for environments, shot composition, and camera moves before you shoot.
• If you grade, export HDR as ACES2065-1 EXR and keep your pipeline consistent. Learn more about ACES at the Academy site: ACES overview.

Availability and pricing

For two weeks, Ray3 is available only in Adobe Firefly and Luma AI's Dream Machine. Adobe is offering unlimited Ray3 generations for all paid Firefly and Creative Cloud Pro customers until 1 October.

You can also explore Ray3 at Luma's platform here: Luma AI.

Prompt ideas to get moving

• "Steadicam walk-through of a modern art gallery, shallow depth of field, soft afternoon light, subtle parallax, 5 seconds"
• "City street b-roll at night, neon reflections on wet asphalt, slow dolly-in, consistent pedestrians, 8 seconds"
• "Macro shot of coffee pouring into a ceramic cup, steam visible, natural morning light, 6 seconds, match editorial style"

Pro tips

• Be specific about motion (dolly, pan, handheld), lens feel, lighting, and timing. Vague prompts waste iterations.
• Lock continuity with keyframes for entrances, eyelines, and transitions. It saves time in the edit.
• Use the 1080p output for speed; upscale to 4K only for selects.
• Keep a simple spreadsheet or naming convention to track which model generated each asset.

Level up your workflow

Want a broader view of AI video tools that pair well with Firefly and Ray3? Explore curated options here: Generative video tools.