Adobe enhances Firefly AI tools for video editing

Adobe has introduced significant updates to its Firefly generative AI tools, particularly for video editing. These changes were announced at the Adobe Summit 2025. The new features include three APIs designed to help marketers efficiently translate and reframe videos while following brand guidelines. One standout feature is the translate and lip-sync API. This tool can translate spoken dialogue into different languages while ensuring that voice authenticity and lip movements match. Another useful addition is the reframe API, which automatically resizes videos. It helps keep the central focus on subjects when shifting between portrait and landscape formats. Early users of these features report impressive results. They have seen a 70-80% increase in producing different video variants. Additionally, there has been a 75% drop in the time needed for asset revisions. Estée Lauder, a major beauty brand, is already using these updates to speed up its digital marketing campaigns across multiple brands worldwide. Adobe's GenStudio and Firefly Enterprise Solutions GM, Varun Parmar, emphasized that generative AI boosts the capabilities of marketers and creatives. This allows them to concentrate more on their creative work. The new APIs, including translate and lip-sync, reframe, and Custom Models, are now fully available to the public. These advancements are aimed at helping businesses create on-brand content quickly and creatively.