Adobe says that video is now the preferred medium for storytelling because it grabs attention and can spark emotions more easily than text. Apparently, every minute of the day, 139 million Instagram Reels are watched and, according to British software company Digital i, the amount of time YouTube users in the U.S. spend watching videos has risen by 8% since 2023.
Perhaps an even more compelling statistic, says Hannah Elsakr, Adobe’s vice president, New Business Ventures, is that posts including video content create 10x more engagement than static posts made on social media networks like X. It seems that if you’re creating content without video, you’re missing out.
Elsakr claims that Adobe has the AI tools to help content creators move faster without losing control of their creative vision. The software giant is now focusing on building its creative AI ecosystem of the future with tools like Adobe Firefly, Adobe’s all-in-one platform for creative AI.
The Adobe Firefly app provides access to the industry’s leading creative AI models, including Adobe’s own commercially safe Firefly models, alongside models from trusted partners like OpenAI, Google, Black Forest Labs, Pika, Ideogram and more. Adobe claims the Firefly app can help creative professionals ideate, storyboard, generate and refine final-frame content with plenty of control and it’s fast and easy to use.
Luma AI’s Ray3 Video Model
Today, Adobe revealed that Luma AI’s latest video model, Ray3, is now available in the Firefly app, where it can be used to generate videos and play with creative concepts in Firefly Boards. As Luma AI’s first third-party partner, Firefly users get early access to Ray3 ahead of its broader public release. For the next two weeks, Ray3 will be available exclusively in Adobe’s Firefly app and on Luma AI’s Dream Machine platform.
Ray3 can generate cinematic, high-quality video — up to 10 seconds long — with greater realism and control. It’s the first video AI model to support native High Dynamic Range, which means richer contrast, deeper shadows and brighter highlights in professional-grade formats. Built on a new multimodal reasoning system, Luma AI says Ray3 can better understand the user’s creative intent, planning coherent scenes, maintaining character consistency, and producing motion that feels natural.
Supporting Creative Workflows
Content creators can use Ray3 in Firefly’s Text to Video to generate b-roll or background footage that complements content, whether it’s filling gaps in a product tutorial video, adding narrative depth to an Instagram Reel or building dynamic transitions for TikTok.
Filmmakers, producers or visual storytellers can use Ray3 in Firefly Boards to explore visual directions before shooting. It can generate environments, shot compositions and camera perspectives while storyboarding or planning scenes. Everything created with Ray3 in Firefly can be synced to Adobe’s Creative Cloud for use in Adobe apps like Premiere Pro for more precise editing and refinement.
And as with all partner models offered from Firefly, nothing generated is used to train generative AI models. In addition, all the AI-generated content in Firefly includes Content Credentials, so it’s always clear which AI was used to create it, helping to ensure transparency during the creative process.
Adding More Models To Firefly
As the AI landscape rapidly evolves, Adobe says its goal is to make the Firefly app the first place to turn to when breakthrough creative AI models emerge. Whether it’s a commercially safe Firefly model from Adobe or the latest model from the company’s expanding ecosystem of partners, the idea is to integrate the most in-demand AI models directly into Firefly.
The addition of Luma AI’s Ray3 model is the latest addition to Adobe Firefly’s lineup of generative AI models. With a single Adobe subscription and sign-on, users can access models from Adobe and its trusted partners, all in one place.
In August 2025, Adobe integrated Google’s Gemini 2.5 Flash Image — aka Nano Banana — into Firefly and it’s also coming soon to Photoshop. It joins a growing roster that already includes OpenAI, Ideogram, Pika, Black Forest Labs and Runway, with upcoming integrations from Moonvalley and Topaz Labs.
Luma AI’s Ray 3 model is available from today in the Firefly app. To help users get started, Adobe is offering unlimited free generations with Ray 3 for all its customers on a paid Firefly plan or Creative Cloud Pro plan until October 1.