At the Adobe Summit, Adobe announced the launch of Firefly services and custom models, aiming to completely change the way brands create and produce personalized content on a large scale. These new tools will revolutionize the way many big brands generate and personalize content, making the process more efficient and scalable. Firefly services provide a suite of over 20 generation and creative APIs, tools, and services that automate repetitive tasks, freeing up creative teams to focus on higher-value work. These functionalities have been integrated into Adobe's Creative Cloud applications and other workflows, enabling organizations to efficiently create asset variants for localization and personalization purposes. From resizing assets for different channels to generating backgrounds for e-commerce, Firefly services simplify the content creation process while maintaining quality and control. The custom models take this capability to a new level, allowing businesses to train and customize generative AI models based on their unique intellectual property, products, and brand style. This ensures that all generated content remains consistent with the organization's brand identity, a crucial aspect for maintaining consistency for creative and marketing teams. By fine-tuning the Firefly model with just 10 to 20 images, brands can immediately adjust the AI to specific needs, supporting a wide range of use cases including localization and commercialization. David Wadhwani, President of Adobe's Digital Media Business, emphasized the importance of these products, stating, "Firefly services and custom models are groundbreaking products that provide brands with powerful customization capabilities and greater control over automated workflow definition." The demand for personalized customer experiences has forced brands to rethink their content production strategies. Billy Seabrook, Global Chief Design Officer at IBM Consulting, pointed out, "Adobe applications have played a critical role in our creative process, and now with Firefly, we can quickly generate images and templates in various styles and sizes that align with brand standards and involve more people in the creative process." (Adobe, 2023) By empowering creative professionals to better support their marketing counterparts, Firefly services drive large-scale personalization, bridging the gap between creative and marketing teams. With the ability to generate, edit, and assemble content into ready-to-deliver assets, teams can keep up with the fast-paced demands of channels like social media, where fresh and engaging content is essential. The launch of Firefly services and custom models marks an important step for Adobe in providing cutting-edge generative AI capabilities for businesses. By automating content production, customizing content based on brand specifications, and achieving large-scale personalization, Adobe is laying the foundation for an efficient and effective content creation era in the enterprise field.