According to TechCrunch, Adobe is updating its Firefly AI app with a new prompt-based video editor and adding third-party models from Black Forest Labs and Topaz. The new editor, first shown in a private beta in October, lets users tweak elements like colors and camera angles with text commands instead of regenerating entire clips. Specific models include Runway’s Aleph for detailed edits, Topaz Labs’ Astra for upscaling to 4K, and Black Forest Labs’ FLUX.2 for image generation. FLUX.2 is available on Firefly now and is coming to Adobe Express in January. To boost engagement, Adobe is offering unlimited generations from all image models and its Firefly Video Model for Pro, Premium, and high-credit plan subscribers until January 15.
The real play is the platform
Look, the video editing feature is cool, no doubt. Being able to tell a video to “zoom in slightly” or “change the sky to overcast” is a step beyond the all-or-nothing regeneration we’ve had. But here’s the thing: I think the bigger story is Adobe aggressively turning Firefly into an AI model hub. They’re not just pushing their own models anymore. They’re bringing in FLUX.2, which has a serious fanbase, and Topaz for upscaling. It’s a classic platform move. They want to be the one app where you go to access *all* the hot AI models, not just Adobe’s. That’s how you lock users in. And offering unlimited gens until mid-January? That’s a classic “get ’em hooked” tactic.
But can it keep up?
So, is this enough? The competitive pressure in AI video is insane. Runway and Pika are dropping new features and models constantly. Adobe’s move to integrate Runway’s own Aleph model is almost an admission that they need outside help to stay current. It’s smart, but it also feels a bit reactive. They’re playing catch-up on the pure innovation front by becoming a distributor. The collaborative boards feature they mentioned is very Adobe—tying it into a creative workflow—but the core video AI race is happening elsewhere. Can a platform strategy win when the underlying tech is advancing somewhere else at breakneck speed? I’m skeptical.
The subscription treadmill looms
Let’s talk about that “unlimited generations until January 15” offer. It’s generous, but it’s also a ticking clock. Basically, it’s a free trial for the high-end plans. After that date, the meter starts running again. Adobe has spent this whole year restructuring Firefly into a tiered subscription service, and this feels like the final push to migrate users onto those paid tiers. They launched a subscription in February, then web and mobile apps, and now they’re stuffing the app with desirable third-party models. The value proposition is increasing, sure, but so is the cost of staying in the game. For pros, it might be worth it if Firefly becomes the central hub. For everyone else, it’s another subscription to consider.
