Adobe Firefly | New AI tools and custom models expand creation
Adobe has expanded Firefly with new AI capabilities for video and image creation, along with custom models designed to help brands and creative teams work with more control and consistency. Published on March 19, 2026, the update positions Firefly as a broader creative AI environment where teams can generate, refine, and scale visual content while keeping workflows aligned with brand needs.
Adobe expands Firefly for image and video teams that need more control
Adobe’s latest Firefly update focuses on a practical creative need: teams want AI tools that help them move faster, but they also need control over output quality, visual direction, and brand consistency. Firefly is being positioned not only as a generation tool, but as a workspace where image and video creation can fit into real production workflows.
For designers, the most relevant change is the combination of broader creation capabilities with custom models. That approach suggests Adobe is moving beyond one-size-fits-all generation and toward workflows where teams can adapt AI output to their own visual systems, campaign requirements, and creative standards.
How Firefly is broadening image and video creation
The update expands Firefly’s role across visual creation, bringing more AI-assisted options for generating and refining content in both image and video workflows. Instead of limiting Firefly to isolated prompt-based output, Adobe is pushing it toward a more connected environment for iteration, review, and production support.
That matters because design teams rarely stop at the first generated result. Real workflows require multiple passes, visual comparison, brand checks, and adjustments across formats. By expanding Firefly’s capabilities, Adobe is aiming to make those steps easier to manage inside the same creative ecosystem.
New workflow options for brands and creative teams
Custom models are one of the most important additions because they point to a more structured AI workflow for organizations. Instead of depending only on generic outputs, teams can work toward results that reflect their own brand language, creative assets, and visual identity more consistently.
For image teams, this can support campaign production, branded content, social visuals, and concept exploration with less variation from the intended style. For video teams, it suggests a workflow where AI-generated content can fit more naturally into storyboards, drafts, promotional edits, and creative review cycles.
The broader shift is toward scalable creation with stronger control. Designers still need to review composition, typography, pacing, visual hierarchy, accessibility, and final output quality, but Firefly is moving closer to the kind of controlled environment that larger teams need for repeatable production.
Availability and production use
Adobe describes the update as an expansion of Firefly’s image and video creation capabilities together with custom models. The practical impact for teams will depend on how those tools fit into their existing Adobe workflows, the type of assets they need to produce, and how much customization they require for brand-safe output.
For production teams, the best approach is to evaluate Firefly through real use cases such as campaign assets, branded visuals, concept boards, short-form video drafts, and internal review cycles. As with any AI-assisted workflow, final human review remains necessary before using generated content in public or client-facing work.
Sources and Recommended Links
- Adobe Firefly expands video and image creation with new AI capabilities and custom models | Adobe Blog (Official)
- Adobe Firefly | Adobe (Official)
