Adobe brings precision editing to AI video with Firefly’s biggest update yet
Firefly’s latest tools let marketers fine-tune AI-generated videos with prompts, upscaling, and advanced model integration
Adobe is raising the bar on AI video creation with its latest Firefly update. Until now, Firefly’s generative video capabilities were impressive but rigid. Creators had to regenerate entire clips just to fix small issues.
That’s changing. Adobe has rolled out a powerful browser-based video editor that brings prompt-based editing, cinematic camera motion control, video upscaling, and integration with more third-party AI models.
This article explores what’s new in Adobe Firefly, why it matters for marketers and content creators, and how to take advantage of the unlimited generation offer before it ends on January 15.
Short on time?
Here’s a table of contents for quick access:
- What’s new in Adobe Firefly
- Firefly now edits video clips with text prompts
- Video upscaling and restoration with Topaz Astra
- Why FLUX.2 matters for marketers
- What marketers should know
Patrecia Meliana
What's new in Adobe Firefly
The biggest change is Firefly’s new video editor, now available in public beta. Previously in private testing, the editor lets users build full video stories in a browser-based timeline by combining AI-generated visuals, music, and live footage.
Adobe positions this as a creative assembly space where marketers can treat AI-generated clips like real assets instead of throwaway tests. You can now generate, tweak, and publish without switching tools.
Alongside this, Adobe added support for Runway’s Aleph model (for text-driven edits), Topaz Astra (for video upscaling), and Black Forest Labs’ FLUX.2 (for image generation). Some of these features will also appear in Adobe Express in January.
Patrecia Meliana
Firefly now edits video clips with text prompts
Previously, if something in your AI video looked off, your only option was to regenerate the entire thing. With the new Prompt to Edit feature, users can fix specific issues using natural language prompts like:
- “Remove the person on the left side of the frame”
- “Replace the background with a clean studio backdrop”
- “Zoom in slightly on the main subject”
Powered by Runway’s Aleph model, these prompts edit the clip in place. This saves creators from losing otherwise perfect footage and speeds up creative workflows significantly.
Adobe also lets users upload a reference video to recreate specific camera movements. Combined with a starting frame, this feature enables more cinematic, controlled shots that stay aligned with creative direction.
Video upscaling and restoration with Topaz Astra
Firefly now includes Topaz Labs’ Astra model in its Firefly Boards feature. This allows users to upscale video to 1080p or 4K with a single click. Brands working with older or lower-resolution footage can use this to prep clips for social platforms or polish archival material for reuse.
Upscaling happens in the background while users continue working on other clips. This reduces downtime and helps maintain momentum during fast-paced campaigns.
Why FLUX.2 matters for marketers
Adobe has also integrated Black Forest Labs’ FLUX.2 image generation model. Known for its photorealistic style, strong text rendering, and support for up to four reference images, FLUX.2 is now available in Firefly’s Text to Image, Prompt to Edit, and Firefly Boards tools.
Photoshop’s Generative Fill also includes FLUX.2, and Adobe Express will roll it out in January. This makes FLUX.2 widely accessible across Adobe’s creative ecosystem, offering marketers more consistency in visual branding.
What marketers should know
Adobe’s Firefly update is more than just a feature drop — it signals a shift in how marketers can use AI for video production. With new tools that prioritize control, refinement, and creative flexibility, Firefly is positioning itself as a go-to resource for campaign content. Here are the key takeaways for marketing teams looking to get ahead of the curve:
- This is a major shift toward editable AI content
Firefly now supports detailed refinement rather than single-shot generation. Marketers can fix flaws, direct camera motion, and add branded details without restarting from scratch.
- The unlimited generation offer is worth using
Until January 15, Adobe is offering unlimited generations for users on Firefly Pro, Premium, 7,000-credit, or 50,000-credit plans. This is ideal for campaign ideation, client pitches, and rapid prototyping.
- You can mix and match models to suit creative needs
Adobe is building a model-agnostic approach. Users can switch between Firefly’s own tools, Runway’s Aleph for editing, Topaz Astra for resolution, and FLUX.2 for images, all in one place.
- Firefly is now a serious contender for video marketing workflows
While it won’t replace Premiere Pro for high-end editing, Firefly’s editor is more than capable for social-first video content, creative mockups, and short-form storytelling. It’s fast, flexible, and accessible.
Adobe Firefly’s latest upgrade transforms it from a generation tool into a full creative workspace. With prompt-based editing, video upscaling, and third-party model support, it offers marketers a faster, more flexible way to create and refine video content. The unlimited generation offer gives teams room to experiment, revise, and get creative without worrying about limits.
For teams exploring AI-driven production, this is one of the most usable and marketer-friendly tools out there right now.
