News from Adobe MAX London 2025 spanned new Firefly image models to a refreshed web app that includes third-party image generators, an AI agent that automates Photoshop, an updated Firefly mobile app coming soon to iOS and Android, and the Firefly Video model in general release. The latest release of Firefly “unifies AI-powered tools for image, video, audio, and vector generation into a single, cohesive platform and introduces many new capabilities,” according to Adobe, which says that since its debut nearly two years ago, creatives have used Firefly to generate more than 22 billion assets worldwide.

Image Model 4 is less expensive and ideal for rapid iteration, simple illustration and basic photo objects, while Image Model 4 Ultra shines with complex projects that “demand detail and realism,” including human portraits and small groups that look natural and lifelike. It can also render animals and architectural elements “with exceptional precision, clarity and realism,” Adobe explains in a blog post.

“The complete Image Model 4 collection also gives creative professionals more flexibility with customization to suit their needs,” including advanced text-to-image controls that let creators “apply filters, select specific styles and match compositions for creative control and a homogeneous aesthetic,” PetaPixel writes.

In a related move, “Adobe will start allowing creative professionals to use third-party models built by partners starting with OpenAI’s image generation capabilities, Google’s Imagen 3 and Veo 2 and Flux 1.1 Pro,” notes PetaPixel. “Adobe also ‘plans to integrate additional models from partners including fal.ai, Ideogram, Luma, Pika and Runway in the coming months.’”

Following public beta, Firefly Video is now in general release with “significant improvements” in photorealism and transition effects, Adobe says, explaining “this commercially safe model powers Generate Video and enables you to create entirely new video clips quickly and effortlessly.” An Adobe MAX London news release calls it “the industry’s first IP-friendly, production ready video model.”

Firefly Video, Firefly Image Model 4 Ultra and Image Model 4 and a new text-to-vector model (that lets users “easily generate a wide array of fully editable ” logos, patterns and other graphics) are all available through Firefly on the Web.

“Adobe is also publicly testing a new product called Firefly Boards, a canvas for ideation or moodboarding” that “lets users generate or import images, remix them, and collaborate with others — similar to AI-based ideaboards from Visual Electric, Cove, or Kosmik” TechCrunch writes.

Meanwhile, Engadget reports on a Photoshop AI agent that “can automate multi-step workflows,” accessed with the app through the redesigned Actions panel. Showcased at a press event prior to MAX London, “the agent can complete nearly any [Photoshop] task.”

Adobe offers Firefly plans at different prices.