Adobe has announced a new boost for subscribers to its Firefly generative AI. You can now create unlimited image and video generations to refine your ideas.
Engagement with AI
Adobe says that generative AI has become an essential part of their creative toolkit for many people. At its Adobe MAX conference in October 2025, the company claimed that 86% of creators use AI as part of their daily workflows.
Adobe revealed that the average Firefly prompt length doubled in 2025. The company says that this shows how creators are engaging more conversationally with AI. It also argues that developing the prompts for AI is itself becoming a core creative skill.
What has Adobe announced?
Adobe announced that Firefly subscribers can now create unlimited image and video generations. You can use image models including Google Nano Banana Pro, GPT Image Generation and Runway Gen-4 Image.
In addition, you can use Adobe’s own commercially-safe Firefly image and video models. Unlimited generations are available on firefly.adobe.com as well as in Firefly Boards. Firefly Boards is Adobe’s collaborative, AI-powered ideation surface. You can also use the Firefly mobile app on iOS and Android.
Developing your ideas
Adobe Firefly gives you a range of tools to turn the unlimited generations into meaningful creative output. In Firefly Boards, a team can share inspiration, references and AI generated assets to help iterate more quickly. You can also edit sequences with the browser-based Firefly video editor and add sound effects or music tracks. Plus, with Prompt to Edit, you can use plain language descriptions to add or remove objects, swap backgrounds or refine details in your work.
What we think
While generative AI is still a controversial subject for many creatives, Adobe’s research shows that for many others it is now an essential part of their workflow. The option for unlimited generations means that you have more scope to explore and refine your ideas. You can also experiment with different variations and styles to refine your concept until you are satisfied with the result. If generative AI is part of your creative exploration process, the opening up of unlimited image and video generation in Adobe Firefly will be welcome news.
Pricing and availability
If you sign up before March 16, you can get unlimited image and Firefly video generations up to 2K resolution in the Adobe Firefly app. Adobe says that the offer applies to customers on Firefly Pro, Firefly Premium, 4,000-credit, 7,000-credit and 50,000-credit plans.
