Both the video and new video models are commercially safe, only generating IP-friendly content, which is Adobe's biggest competitive advantage over competitors such as OpenAI. Adobe shares that the family of Firefly models has generated more than 22 billion assets globally, including images and videos.

The Firefly text-to-image update joins a collaborative moodboard app and new features for Photoshop and Illustrator.

Companies like Canva, GoDaddy, and Instacart are also exploring how they can use this technology in their platforms.