Adobe turns its AI tool Firefly into a team solution

Adobe has made its AI tool Firefly available as a unified team solution called Firefly for Teams. Generative AI here means you can ask the tool to create or edit images and video from a text description, instead of drawing or filming everything yourself.

The target group is small and medium-sized businesses as well as marketing and design teams that don't necessarily need a full Creative Cloud package but would like to have the AI tools gathered in one place. Firefly for Teams provides access to image editing, where you can remove or add elements in an image, as well as creating video from still images and text. There is also a feature called Firefly Boards, a kind of digital bulletin board where teams can brainstorm and plan campaigns together.

An important element is that the subscription brings several AI models together in one place, both Adobe's own and models from partners such as Google, OpenAI and Runway, so users don't have to enter into separate agreements to use them. Adobe also emphasizes that the tool is "commercially safe," meaning the models are trained on licensed material, and that neither Adobe nor its partners use customers' own images or prompts to further train the AI.

The solution comes in three tiers, Pro, Pro Plus and Premium, which differ in how many so-called credits you get per month. Credits are the currency you spend every time you ask the AI to generate an image or a video, much like data on a mobile plan. The more credits, the more the team can produce before having to upgrade or wait until next month.

For ordinary employees in marketing or design departments, the news in practice means it becomes easier and cheaper to access advanced AI tools in one place, rather than having to pay for and manage several different AI services separately.

What this means for you

If you work with marketing or design at a smaller company, you can now get access to AI images and video without combining several separate subscriptions. Check the three tiers and figure out how many credits your team will typically use per month before you choose. If in doubt, try Firefly Boards to test whether the tool fits into your campaign work.