Adobe enhances Firefly AI platform with collaborative tools and generative video features

Last week, Adobe held the Adobe MAX 2025 event in London, unveiling significant updates to its Creative Cloud suite and the Firefly generative AI platform. The conference showcased Adobe's focus on improving creative tools for design professionals and younger users, emphasizing generative AI, collaborative workflows, and accessibility across devices. New features were introduced for Firefly, aimed at granting advanced users greater control through detailed prompts, style references, and structural guidance, while also making these improvements more accessible to all users in the near future. Among the most notable enhancements was the introduction of a generative video module within Firefly, which is positioned as a commercially safe solution for creating production-ready video content. This development allows creators to choose from various models and capabilities seamlessly integrated into their workflow. Adobe's commitment to understanding user interaction with different models through various types of controls reflects its significant investment in generative AI technology. Another key addition mentioned during the event was Firefly Boards, a multiplayer platform for generative AI-driven collaboration, aimed at creative teams, designers, marketers, and content creators. This tool enables users to develop and organize visual ideas like mood boards, storyboards, or pitch materials more flexibly than traditional whiteboarding tools, allowing teams to transition from brainstorming to structured creative outcomes effectively. Adobe also announced enhancements for Premiere Pro, which now features advanced AI tools designed to streamline editing workflows and improve efficiency. These updates enable creators to exert control over their work in generative AI models and provide more transparency in the provenance of digital assets. In response to the growing importance of mobile and web-based creation, Adobe announced the Firefly mobile app, which is positioned to cater specifically to new generations of creators. The new mobile app signifies a shift in Adobe's approach, particularly in targeting Gen Z audiences through community engagement and influencer collaborations to promote its products.