#adobe-firefly

#adobe-firefly

Adobe said the Generate Soundtrack feature runs on the Firefly Audio Model. The feature creates commercially safe, fully licensed, studio-quality instrumental tracks that sync with your video footage in seconds, even offering multiple track variations. The commercially safe element of the feature is important, as creators don't have to worry about copyright strikes or takedowns on YouTube or Instagram.

Artificial intelligence (AI) is turning creativity from a craft of patience into a game of speed. What earlier required hours of design work and rendering now unfolds in seconds, powered by algorithms that generate, iterate and refine on command. For decades, Adobe has been the world's go-to creative tool ecosystem, even as competitors closed in. Now, the 43-year-old tech conglomerate is betting that agentic AI will define the next era of creative content production and marketing.

When Google launched its Gemini 2.5 Flash model - better known by its more fun codename Nano Banana - in August, it became a viral hit. Because of its ability to edit images using AI for free (or at a low cost if you're using it through the API), we wondered if it might spell bad news for Adobe, which sells competing image software. Data provided to Business Insider by Appfigures, an analytics company, reveals that as downloads of Gemini skyrocketed around the time of Nano Banana's release, downloads of Firefly, Adobe's generative AI image and video app, began to slump.

Just a few years ago, AI-generated video clips were a laughing stock on the internet -- anyone remember the nightmarish video of AI-generated Will Smith wolfing down spaghetti ? The technology has come a long way since then: Today, tech startups are competing to deliver generative AI tools which, at least in their vision of the future, aim to rival the quality of Hollywood production studios -- at a tiny fraction of the cost.