Adobe, once wary of how generative AI could disrupt its professional creative base, is now fully embracing the technology as a new frontier for augmented creativity.

On Wednesday, the company announced it was taking its Firefly AI out of beta and rolling it out commercially across its Creative Cloud, Adobe Express, and Experience Cloud platforms.

As part of the rollout, Adobe launched a new Firefly web portal for AI experimentation, integrated Firefly capabilities directly into Photoshop and Illustrator, and added AI features to Express.

The standalone web application works very similar to OpenAI’s DALL-E 2 web app, allowing users to generate art from text prompts on the web. Express, Adobe’s answer to Canva, will also integrate Firefly’s text-to-image capabilities.

Adobe is also making a slew of Firefly-powered features available to all Creative Cloud users, including Generative Fill and Generative Expand in Photoshop and Generative Recolor in Illustrator, features rolled out in beta earlier this year. Other AI-powered features coming to Premiere Pro and After Effects include text-based video editing and speech enhancement.

To date, access to Firefly has been mostly limited to a small number of beta testers who requested access to the AI. Earlier this year, Firefly was also integrated into Google Bard requests, where users could further customize graphics within Adobe Express.

Adobe trained its Firefly AI on Stock library images and public domain content to create a commercially viable tool without rights issues, a growing concern in the era of generative AI.

But this cautious approach has drawbacks — beta users found Firefly’s visual style lacked the realism and artistry of other text-to-image models, like Midjourney.

Adobe is pitching Firefly’s adaptability as a key selling point for its enterprise customers. The creative software firm said Firefly can be customized by training it on clients’ unique brand assets and content libraries. This allows the AI to generate tailored graphics and media that align with companies’ visual identities. Adobe is collaborating closely with major partners, such as Accenture, NASCAR, and Nvidia, to develop Firefly models optimized for their branding and workflows.

Adobe also announced a new compensation structure for Adobe Stock contributors whose images helped train Firefly’s AI models. The company said eligible Stock contributors will receive an annual bonus based on their overall contribution to the platform, including their all-time approved image count and assets licensed within a 12-month span. This initiative aims to reward creators for their role in advancing Adobe’s AI capabilities.

Aligning with payment models from rival AI systems, Adobe is introducing Generative Credits, tokens allowing users to generate a certain number of images per month with the AI.

Adobe will offer a paid subscription for its standalone Firefly web app. This includes 100 monthly Generative Credits. Creative Cloud and Express Premium plans will also come with a monthly Generative Credit allowance.

The most popular, Creative Cloud plan with access to all apps will have access to 1,000 monthly credits, while Express Premium plans will come with a monthly allotment of 250 credits. Free Adobe accounts will also receive 25 credits per month. Additional credits can be purchased if desired.

However, users can still create AI-generated images and text without credits, though at a slower pace. In addition, most Adobe users will not be subject to generative credit limits until November 1.

In comparison, Canva Pro gives users 500 credits per month, but does not allow for image generation at a throttled speed after that. 1,035 image generation credits on DALL-E 2 costs $135, which underscores the value Adobe is adding to its Creative Cloud subscription.

Firefly, first announced earlier this year in March, generates images, graphics, video, and text effects from brief descriptive prompts. To date, the AI has produced over 2 billion pieces of content during its beta testing period.

“With over 2 billion generations, creators amazed us with their engagement and feedback to the Firefly beta, inspiring us to deliver generative AI capabilities that are designed to be commercially safe and seamlessly integrated into the interfaces customers love,” Ely Greenfield, Adobe’s chief technology officer for digital media, said in a statement.