News
In Brief
- Adobe announces general availability of its creative workspace, Firefly Boards.
- Firefly Boards adds new video models and creative features.
- Boards integrate AI tools for image, video and text generation.
Adobe announced the global launch of Firefly Boards on September 24 following a four-month beta period. The AI-powered creative workspace now includes two new video models from Runway and Moonvalley, along with three new features designed to streamline the ideation process.
According to company officials, the expanded platform aims to help creators move more quickly from inspiration to iteration with new tools for generating and editing content.
Adobe also introduced flexible subscription options that include Photoshop (web and mobile) and Adobe Express Premium.
A Brief Timeline of Adobe Firefly
Adobe expanded its Firefly generative AI platform significantly since its launch in 2023, adding mobile capabilities, enterprise services and third-party model integrations across its creative ecosystem.
- In March 2024, Adobe announced Firefly Services and Custom Models, providing brands with over 20 generative and creative APIs. According to Adobe, enterprises can custom-train Firefly models with their own branded assets for on-brand content generation and automate content production at scale.
- At Adobe MAX 2024, the company introduced over 100 new Creative Cloud features powered by Firefly. Adobe unveiled the Firefly Video Model in beta, enabling text-to-video and image-to-video generation, alongside enhancements to Firefly Image, Vector and Design models.
- In June 2025, Adobe launched the Firefly mobile app for iOS and Android, enabling creators to generate and edit images and videos on mobile devices. According to Adobe, the new Firefly Boards feature supports collaborative, AI-powered moodboarding with video and image generation capabilities.
The mobile platform expanded model integrations with partners including Ideogram, Luma AI, Pika and Runway, offering what Adobe describes as more aesthetic styles and creative flexibility. Content created in Firefly syncs automatically with Creative Cloud accounts.
The September 24 announcement brought clarity to the Firefly pricing model, with the introduction of Firefly Standard ($9.99/month), Firefly Pro ($19.99/month) and Firefly Premium ($199/month). Firefly is included in Creative Cloud Pro licenses.
New Capabilities in Firefly Boards
Adobe has integrated several new features to enhance creative workflows:
| Capability | Description |
|---|---|
| Runway Aleph | Video model for generating storyboards and visual content. |
| Moonvalley Marey | Video model for creating dynamic motion clips. |
| Presets | Image generation in various styles with one click. |
| Generative Text Edit (beta) | Direct text editing in visuals without leaving Boards. |
| Describe Image | Analyzes images to create editable prompts for modifications. |
AI in Creative Fields
AI adoption in creative fields has generated significant anxiety among professionals, with concerns spanning job displacement, authenticity and ethical implications affecting workplace dynamics. Gen Z in particular worry about their skills becoming outdated, with a significant portion fearing AI will take over the parts of their jobs they enjoy most. Authenticity and originality remain top concerns for creative professionals as AI-generated content becomes harder to distinguish from human work.
Adobe officials have publicly acknowledged these concerns, but largely dismissed them, with its VP of Generative AI Alexandru Costin telling the Verge creatives are not going to be successful in this new world without using it.” On its blog, the company reiterates AI as an augment to, not a replacement for human creativity. Yet the same post found ambivalence among surveyed creatives, with the majority acknowledging the time savings the tools bring while more than half also stated they believed AI could harm creatives.
Adobe's current challenge isn't just building AI tools creators can use, but convincing them they should.
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