Adobe Firefly Expands Video Creation With AI Custom Models and New Generation Tools

Custom models mean brand teams can upload their own visual library -- product imagery, campaign photography, brand colour palettes -- and train Firefly to generate new assets that land inside their established identity without prompting from scratch every time. For agencies running multi-campaign workloads, this eliminates the back-and-forth of coaxing a generic model toward a specific client look, and the output stays commercially safe since Firefly trains on licensed content. Against Runway Gen-4.5, Firefly still lags on raw video motion quality for solo creators doing cinematic or narrative work, but it wins decisively when the job is brand-aligned content that needs to sit inside a Premiere or After Effects pipeline. Creative Cloud pricing is harder to argue against now that custom models are included -- subscribers who were paying for both CC and a standalone image AI tool have a real reason to consolidate. Individual freelancers without an established brand system will get less from custom models than agencies will, but the new video generation tools alone make the update worth testing.