- Adobe Firefly can now translate and lip synchronize any marketing video
- Reframing and shifting between portrait and landscape is even easier
- You could expect an increase of 70-80% in production variant production efficiency
Adobe has announced major updates to its Firefly Generative AI services to support even more media types, including video and 3D.
By revealing the new offers on its Adobe Summit 2025 event, the company introduced a new Firefly Creative Production tool with a non-code interface to create new variants of existing assets and made repeated multimedia production tasks even faster.
Adobe said that marketers may want to change the language or image relationship between a video to accommodate different markets and services, but editing video has previously been a mission that takes hours, days or even weeks.
Adobe Firefly revolutionized just video editing
The update consists of a number of new APIs, but the most game change is translated and LIP SYNC API, which will translate spoken dialogue into other languages while maintaining the authenticity of the voice and also matching lip movements.
Reframe API also promises Handy Productivity For Designers and Editors – It will automatically resize videos while identifying scenes to accurately keep the topics central. A practical tool for converting a landscape video to mobile -friendly portrait productions.
Early adoptors have already reported an increase of 70-80% in production variant production efficiency and a 75% reduction in asset audit period. Estée Lauder has used Fireflo’s updates to shorten the time it takes to deliver digital marketing campaigns across its 25 brands in 150 countries.
Adobe Balludio and Firefly Enterprise Solutions GM Varun Parmar summarized: “Generative AI increases marketing people’s capacity and creative, enabling them to focus on what matters most, their craft.”
In addition, Firefly is also working with custom models via Adobe Balludio for performance marketing for companies to create new assets that comply with the brand’s guidelines.
The translation and LIP SYNC, Reframe and Custom Models APIs are all generally available now.
