Intuit the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, has announced a set of Mailchimp product innovations that unlock profitable growth for ecommerce businesses. Powered by the Intuit platform, the enhancements include more ways for merchants to connect their data and activate omnichannel campaigns driving up to 30x ROI for ecommerce customers without the added price or complexity. 

For small and mid-market online sellers, customer acquisition and growth are becoming harder to measure and optimise. Only 33% of marketers globally say their pre-opt-in messaging is highly aligned, making it difficult to see which efforts drive orders and where revenue is being lost. Without a unified view of their data, merchants lack clear attribution and ROI insight. Email remains a core revenue driver for 69% of marketers, but maximising its impact increasingly depends on unified data and automation that help teams focus investment on what works and drive measurable growth.

“ANZ ecommerce marketers are balancing tighter budgets with higher expectations to prove impact,” said Anthony Capano, Regional Director, APAC, Intuit Mailchimp. “These updates bring advanced data, automation, AI and omnichannel capabilities into one platform, helping teams make smarter decisions, optimise faster, and clearly connect their marketing to revenue and long-term customer value. And with 26% more ecommerce triggers, marketers can spend less time on guesswork and more time building campaigns that truly move the needle.” 

Mailchimp product innovations designed for ecommerce growth

The newly-introduced capabilities directly address the core problems ecommerce businesses report today: limited time, lack of marketing expertise, uncertainty about ROI, and fragmented data across multiple platforms. 

• Turn data into sales: Building on the enhanced Shopify integration, Mailchimp’s Site Tracking Pixel pulls consented ecommerce and sentiment data into one place. Marketers can build smarter segments (such as high-value buyers, at-risk customers, or shoppers likely to purchase next) and power advanced automations without stitching together multiple tools. 
• Reach customers across channels and tie campaigns directly to sales: Expanded SMS coverage across Europe2, SMS instant opt-in via popups, and unique discount codes in SMS automations and forms help brands reach their customers across the world on mobile while helping enable consent collection and precisely tracking which campaigns drive orders. Enhanced transactional messaging through a unified API lets developers trigger critical notifications while marketers manage on-brand content in Mailchimp. 
• Know what’s working and optimise with confidence: A revamped omnichannel marketing dashboard unifies email, SMS, automation performance, and ecommerce events in a single view. Marketers can see which messages and journeys are generating revenue, where customers are dropping off, and how to optimise spend across channels.
• Migrate to Mailchimp without slowing down: New migration tools, improved brand scraping, and ecommerce-specific support make it easier for customers moving to Mailchimp to bring over contacts, segments, templates, and key flows with minimal downtime.
• AI that goes from insight to execution: Mailchimp turns your data into action with predictive analytics to spot high-value and at-risk customers, AI-powered tools to quickly build on-brand content and reusable templates, and a ChatGPT integration that helps you create, refine, and launch data-backed omnichannel campaigns across email, SMS, and automations.

Demonstrated ROI for ecommerce businesses

Mailchimp already delivers measurable results for ecommerce customers, and the new capabilities are built to amplify that impact. Consider TravelOnline, an Australia-based online travel agency that partnered with Mailchimp to improve email deliverability and re-engage its subscriber base. By segmenting audiences and focusing on contacts from one domain at a time, the company saw a 66% rise in open rates, 38% decline in unsubscribes and a 13% increase in overall email ROI. 

“Once we had the capacity to dive deeper into segmentation, the impact was immediate. More intentional targeting has really lifted engagement,” said Sheri Adamson, Marketing Manager at TravelOnline. “The support from Mailchimp in Australia came at the perfect time for us. Having that support helped us focus our energy and keep the momentum going.”

Ecommerce customers reported an average of 16 hours saved per week after implementing Mailchimp3, while Mailchimp SMS ecommerce users saw up to 22x ROI4 after launching their first SMS Marketing campaign. And Mailchimp customers that connect their accounts with Shopify are seeing up to a 41x return on their Mailchimp investment5.

“We’re a global business available in nearly every country across the world, and we’re delivering incredible ecommerce innovation that delivers real ROI,” said Ciarán Quilty, Senior Vice-President for International, Intuit.  “We’re giving small and mid-size businesses connected data, automation and AI that simply work together, so switching to Intuit Mailchimp isn’t just the easy choice today, it’s essential for their growth tomorrow.”

By tying advanced marketing capabilities to commerce outcomes and Intuit’s broader financial platform, Mailchimp helps digital-sales businesses not only run better campaigns but also operate more profitable, data-driven companies.

Mailchimp product innovations availability

The new ecommerce-focused capabilities, including the Mailchimp proprietary Site Tracking Pixel, expanded SMS and transactional messaging, the omnichannel marketing dashboard, and enhanced migration tools, are expected to begin rolling out globally starting February 10th for eligible Mailchimp plans.

As the barrier to starting a business collapses and the “Founder” title surges across Australia, LinkedIn has launched Premium All-in-One – a new offering built specifically to help small businesses scale.

The launch comes as the entrepreneurial spirit in Australia reaches fever pitch. LinkedIn data reveals that between July 2024 and July 2025, the number of members adding ‘Founder’ to their profiles jumped 58%, and has more than tripled since July 2022.

AI is emerging as a leveller against larger competitors, with more than 3 in 10 (34%) Australian professionals saying AI has made them more likely to start their own business, and 39% say they would like to work for themselves in the near future. 

A further 57% of SMB owners agree that starting and running a business is easier today because of AI, and 79% of Aussie small business marketers agree AI helps smaller brands compete and punch above their weight. 

Matt Tindale, Managing Director, LinkedIn Australia & New Zealand, said: “Australian entrepreneurship is booming, with more professionals than ever striking out on their own. But we know that small business owners wear many hats with limited resources. Premium All-in-One gives founders everything they need to find customers, build their brand and hire talent in one place, with guidance on what to do next so they can focus on growing their business instead of managing their tools.”

In Australia, SMBs are growing despite constraints, with their average headcount growth nine times higher than larger firms in 2024. On LinkedIn, hiring among SMBs in Australia is up 5% YoY, compared to businesses with over 1,000 employees (-3% YoY).

A unified engine for small business:

To support this new wave of business owners, the Premium All-in-One suite is designed to move founders beyond ad-hoc AI use. It centralises the most important tasks founders face every day into a single workflow, including: 

• Streamlined hiring: With 86% of SMBs finding candidates within 24 hours of posting an AI-generated job ad, the suite includes dedicated tools to attract talent and AI writing assistants to help craft profiles and outreach messages.
• Automated brand building: Credits to boost posts to target audiences and access an ‘auto-invite’ feature that converts post engagement into followers. Early Premium All-in-One subscribers are seeing a 57% increase in followers and 40% more profile views. 
• Smarter selling: Daily prospect suggestions based on target criteria. Early data shows subscribers are 61% more likely to get replies from these suggested prospects.

LinkedIn Premium All-in-One is available to Australian small businesses starting today. For more information, visit https://premium.linkedin.com/small-business/all-in-one

Australia’s small businesses are powering ahead with optimism, resilience and discipline, however, mounting pressures on costs, wellbeing and consumer trust are testing their staying power. 

Thryv® Australia’s provider of the leading small business marketing and sales software platform, has released its 2025 Business and Consumer Report for Australia, a landmark survey of 1,023 small business decision-makers and 953 consumers. 

The findings reveal steady confidence and resilience across Australia’s Small Medium Business (SMB) sector, despite headwinds. Businesses are recording revenue growth, with 57% reporting increased revenue over the past year and 53% improving profit margins, while 64% expect revenue to rise and 62% anticipate further customer growth in the next six months. At the same time, rising input costs, wage pressures and payment delays are squeezing margins. 

At the demand end, 42% of Australian consumers say they are likely to choose another business if key digital tools such as online ordering, booking or mobile-friendly websites are not offered, signalling a clear expectation gap for those not keeping pace.  

Optimism anchored in discipline 

Australian SMBs are displaying measured confidence grounded in real performance. 

More than half (54%) believe the economy will improve over the next six months, 64% expect revenue to increase and 62% anticipate customer growth. 

Elise Balsillie, Head of Thryv Australia and New Zealand, said this optimism reflects confidence built on experience, not risk. 

“Australian SMBs are showing steady confidence and tenacity. They are growing revenues, investing in technology and hiring, however doing so with discipline. This is growth built on data and hard-earned lessons,” Elise said. 

According to Elise, this cautious posture is both a strength and a challenge. 

“It protects businesses in volatile times, however, over-caution risks missing opportunities when the market moves. Consumers are signalling clear priorities – 69% citing customer service as the key loyalty driver, followed closely by product quality and price (66% each). Businesses that channel investment into service consistency and customer experience will strengthen credibility and stand out,” Elise said. 

Investment and hiring intent 

The study also reveals encouraging signs of future investment. A majority of Australian SMBs are planning to increase their marketing (51%) and software budgets (52%) over the next six months, signalling confidence to compete harder in 2026. 

Hiring intent is also solid. Nearly 43% increased staff over the past year and 51% expect staff numbers to rise in the next six months, with only 3.8% anticipating reductions, underscoring confidence in future demand. 

“Australian SMBs are signalling intent to invest in their future,” Elise said. 

“More marketing spend, higher software adoption and recruitment plans all point to businesses being ready to compete harder and smarter in 2026.  However, intent needs to translate into customer alignment – from clear online communication to maintaining accurate reviews and digital listings, which consumers increasingly rely on to choose who they buy from.” 

Costs and margin squeeze 

However, the optimism is tempered by rising costs. 71% report increased costs of goods, 67% have raised their own prices, and 17% have seen payment times increase significantly with a further 34% reporting somewhat longer waits. 

“Revenue without profit is momentum without progress,” Elise said.  

“Business owners are working harder to achieve growth, however higher costs and slower payments are eroding profitability. It is the quiet squeeze that makes every decision harder.  Consumers are equally cautious – 57% of Australians say higher prices deter them from buying, while 37% cite limited product range and 40% say inconvenience impacts their choice. In this environment, transparency and service quality become decisive.” 

Service credibility gap 

The 2025 Thryv Business Index and Consumer Report also exposes a sharp credibility gap between SMBs and their customers. While 45% of SMBs believe they deliver consistently high service, only 25% of consumers agree.  Similarly, 33% of SMBs completely agree they offer a seamless customer experience compared with 20% of consumers.  

“Australian businesses believe they are delivering strong service, however, consumers are less convinced,” Elise said. 

“Friendly and responsive communication, which 63% of Australians cite as a trust driver, matters as much as price or product. When price pressures are real, service credibility becomes proof, not promise. SMBs that match their self-belief with consistent, responsive experiences will convert caution into loyalty.” 

A similar disconnect is evident in digital confidence. While 72% of Australian SMBs believe they have a strong online presence across their website, social media and reviews, only 49% of consumers agree.  

That gap represents lost loyalty and a missed opportunity. When prices are rising, service credibility becomes the single most important proof point, with 69% nominating customer service as a key reason to return. Consumers are also clear about what earns their trust: 64% are likely or very likely to leave a review after a purchase, yet only 38% of businesses consistently request them and 45% respond. Businesses that engage authentically with reviews will set themselves apart in a trust-sensitive market. 

“Consumers are saying, ‘meet me in my inbox.’ With 57% of Australians preferring email for communication, businesses still relying on phone calls or social media are missing the mark.” Elise said. 

Burnout and wellbeing 

According to the 2025 Business Index and Consumer Report, workload remains a serious concern. 45% of Australian business owners have considered stepping away due to burnout or workload pressures. Businesses cite managing costs (48%), acquiring new customers (47%) and work-life balance (46%) as their top pressures. 

“Burnout is no longer an isolated issue as it threatens succession planning, job security and the continuity of local services. We have to treat wellbeing as an economic factor, not just a personal one.” Elise said. 

“From a consumer’s perspective, burnout shows up in slower response times or inconsistent service and that is when loyalty starts to fray. Investing in people’s wellbeing is investing in customer experience.” 

Financing dynamics 

Australian SMBs are using finance strategically to support growth. 

40% have sought new financing in the past six months, with 90% of those applications successful, and 64% say access to finance is now easier when compared to six months ago.  

Preferred options are personal savings (41%), bank loans (40%), credit cards (33%) and overdrafts (24%), highlighting both resilience and the personal stakes owners carry. 

“The ability to access finance more easily is a positive signal,” Elise said.  

“However, reliance on personal savings as much as bank credit reflects the pressure owners feel to underwrite growth themselves. Capital used well, especially for digital tools and service improvements, can be the difference between treading water and compounding advantage.” 

Digital adoption and the expectation gap 

Australia’s SMBs are leaning into digital tools, however consumers are moving faster. 

On the business side, 41% offer online booking, 36% have mobile-friendly websites, 33% run online stores and 45% use social media updates, with only 13% offering none of these features.  

On the consumer side, 43% expect online stores, 43% expect online booking and 42% expect mobile-friendly websites from small businesses. Nearly one in two (42%) are likely to choose another business if these core digital features are missing.  

Awareness of support is still patchy, with 52% of SMBs aware of government or industry programs for digital adoption, leaving a substantial opportunity untapped.  

“Tech confidence has to translate into execution,” Elise said. 

“Consumers expect seamless digital experiences and that is a direct signal: digital ease is now part of basic service, not an optional extra.” 

Significance of the study 

The 2025 Thryv Business Index Consumer Report is the first dataset in Australia to pair business sentiment with consumer expectations. With more than 2,000 voices surveyed nationwide, it sets a benchmark for confidence, credibility and growth. 

“We see optimism and serious intent to invest, however we also see exactly where consumers remain unconvinced. When 63% say friendly communication builds trust, 71% regularly check or value reviews, and 42% are prepared to move on if digital basics are missing, the message is clear. Service credibility, digital alignment and owner wellbeing together will decide which Australian small businesses turn resilience into enduring growth.” Elise said. 

State Results at a Glance 

Australia’s small businesses are showing signs of a return to growth, with new data from OnDeck Australia revealing a sharp rise in borrowing for expansion rather than short-term survival.

OnDeck recorded a 42 per cent year-on-year increase in loan applications in the December quarter 2025, with 34 per cent of applicants seeking funding to expand their businesses, up from 23 per cent a year earlier.

The shift suggests a growing cohort of SMEs is looking beyond cash-flow management and investing in longer-term growth, despite ongoing cost pressures and elevated interest rates.

OnDeck CEO, Cameron Poolman said the data pointed to a shift in borrowing behaviour among SMEs.

“We’re seeing a clear shift from defensive borrowing to investment-led demand. That’s a meaningful change in sentiment after a prolonged period of caution,” Mr Poolman said.

The strongest lift in finance demand was seen in Western Australia, where loan applications doubled compared with the same period last year, while South Australia recorded the most dramatic change in intent, with the share of expansion-related applications jumping from 15.5 per cent to 37.2 per cent.

All states recorded growth in expansion-related applications, underscoring an improvement in sentiment across the country.

“Expansion” tops loan reasons

OnDeck’s data shows that business expansion is now the leading driver of funding demand, accounting for more than one-third of all applications in the December quarter, followed by equipment purchases, and inventory and stock.

Across the states, South Australia recorded the biggest shift toward growth-related funding, with the share of applications for expansion rising by 140 per cent year-on-year to 37.2 per cent. The lift was also significant in Western Australia (up 77.8 per cent), Victoria (up 77.2 per cent) and New South Wales (up 51.2 per cent).

Mr Poolman said the 42 per cent rise in the number of applications during the December quarter reflected a mix of seasonal working capital needs and a growing appetite for longer-term investment.

“Many emerging businesses are seeking working capital to get through the major trading periods, while more established businesses are investing to grow; particularly while incentives like the $20,000 Instant Asset Write-Off remain in place through to 30 June 2026”, he said.

Household spending fuels finance demand

Consumer activity is providing a tailwind for many businesses, with household spending up 6.3 per cent year-on-year in November, based on seasonally adjusted figures by the Australian Bureau of Statistics (ABS).

“As confidence returns to households, it flows directly through to small businesses. That’s translating into higher demand for finance to fund expansion, manage cash flow and seize new opportunities,” Mr Poolman said.

“We see particularly strong demand from trades, retail and hospitality sectors, which are among the most exposed to consumer spending and seasonal trading cycles. These businesses often don’t have time to wait weeks for funding, which is part of the reason they seek out non-bank lenders.”

The increase in lending demand comes as new business formations accelerate. More than 1.3 million new Australian Business Numbers were registered in 2025, according to the Lawpath New Business Index, an increase of more than 39 per cent over the year.

Customer expectations are shifting at a pace sole traders can no longer ignore. Competition is fierce and consumers now value experiences as highly as the products or services they buy. Sole traders who treat customer experience as the foundation of their growth strategy are the ones building trust, securing repeat business and creating the kind of loyalty that drives sustainable success.

A strong customer experience does not happen by chance. It is built through thoughtful design, smart systems and a commitment to making every interaction count. When sole traders understand that experience sits at the heart of commercial momentum, every enquiry, follow-up and touchpoint becomes an opportunity to strengthen relationships that support long-term growth.

The building blocks of a winning customer experience

Communication sits at the centre of any strong customer experience. Customers want immediate clarity when they reach out and delays can soften interest or push them towards a competitor. When messages, enquiries and updates are managed through fragmented channels, response times slow and opportunities are missed. Sole traders who centralise their communication naturally create faster, more reliable interactions, directly improving conversion rates.

Personalisation is another powerful driver of customer satisfaction and growth. When a solo business remembers previous interactions, anticipates needs or sends thoughtful reminders, customers feel seen and valued. This level of attentiveness once required significant time and effort however the right digital tools now allow personalisation to happen at scale without adding pressure. The result is a customer journey that feels tailored rather than transactional.

Frictionless transactions also play a critical role in shaping perception. Long checkout processes, limited payment options or complicated invoicing create barriers customers no longer tolerate. A simple, secure and flexible payment experience reduces frustration and shortens the path from interest to purchase, encouraging customers to return with confidence.

Proactive engagement extends the relationship beyond the point of sale. Regular and relevant communication keeps solo operators front of mind even when customers are not actively buying. Timely updates, seasonal suggestions and helpful insights reinforce expertise and maintain interest. Over time, this builds preference and loyalty in ways that directly influence growth.

Reputation remains one of the most influential forces in customer decision-making. Reviews shape perceptions long before a customer reaches out. Sole traders who actively request, respond to and learn from feedback build credibility that attracts new customers. A well-managed reputation becomes a competitive asset because it reflects real experiences shared by real people.

Common customer experience pitfalls to avoid

Even the most capable sole traders can fall into patterns that hinder customer satisfaction and slow growth. Slow response times are among the most common issues and can create frustration before a relationship even begins. Customers often interpret delays as a lack of organisation or reliability, which undermines trust.

A lack of follow-up is another frequent misstep. When customers feel forgotten, the opportunity for repeat business weakens. Consistent, timely follow-ups demonstrate professionalism and show that the relationship matters.

Overlooking feedback can also be costly. Every review or comment offers insight into customer expectations. Ignoring these signals suggests their experience does not matter, while acknowledging feedback builds goodwill and shows a commitment to improvement.

Inconsistency across branding, communication and service further erodes confidence. When the experience varies from one interaction to the next, customers struggle to understand what your solo business stands for. Consistency creates familiarity and the reliability people look for when deciding who to return to.

Turning customer experience into a competitive advantage

Sole traders often assume exceptional customer experience requires larger teams or bigger budgets. In reality, a thoughtful approach supported by the right technology allows solo operators to deliver service that feels seamless, personal and dependable. When customer experience is prioritised, it becomes a powerful catalyst for growth, helping sole traders win more enquiries, reduce churn and generate stronger referrals.

The sole traders who thrive in the years ahead will be those who understand a simple truth. Growth follows the experiences you create. Customers remember how easy you made things, how quickly you responded and how valued they felt at every stage. Investing in a well-designed customer journey today builds loyalty, advocacy and momentum that competitors struggle to match.

Contributed by Elise Balsillie, Head of Thryv Australia and New Zealand

The Australian Taxation Office (ATO) is encouraging small businesses to start 2026 strong to avoid compliance actions.

ATO Assistant Commissioner Angela Allen said the new calendar year is the perfect time for small businesses to reset their habits to set themselves up for success.

‘Every year we see small businesses run into avoidable issues because they haven’t kept accurate records, reported all their income or managed their cash flow effectively,’ Ms Allen said.

Seeking advice from a registered tax practitioner is one of the most effective ways to avoid common errors and navigate areas of complexity. 

‘Part of the $27.2 billion small business income tax gap is driven by mistakes, so it’s important to be aware of the ATO’s small business focus areas and if you’re unsure seek support early.’ 

‘Taking just a few small practical steps now can make a huge difference, whether it’s putting funds aside to cover GST and PAYG withholding, staying on top of ATO debts or setting calendar reminders for lodgment due dates.’ 

Stay on top of ATO debts

The ATO is urging small businesses to stay on top of their tax debts or risk firmer recovery actions as it accelerates efforts to collect more than $50 billion in unpaid tax. 

Small business tax debts continue to grow and the ATO is urging business owners to act now to avoid pressure down the track. 

‘It’s about setting your business up for success and if for some reason you can’t pay in full or on time, our number one tip is to not stick your head in the sand. Engage with us or your registered tax practitioner early to discuss your options,’ Ms Allen said. 

‘The ATO is not a bank or a cheap source of finance. Deliberately delaying tax payments to fund your business creates an unfair advantage over the many small businesses that are doing the right thing and paying on time.’

Separate accounts for separate obligations

Cash flow remains one of the biggest pressure points for small businesses, with owners scrambling at business activity statement (BAS) time because funds for GST or pay as you go (PAYG) withholding haven’t been set aside. 

‘Keeping separate bank accounts for these obligations makes it easier to meet your commitments and avoid unexpected shortfalls,’ Ms Allen said. 

‘Don’t be tempted to dip into GST you’ve collected, or PAYG withholding collected on behalf of your employees, as a way to bolster your cash flow.’

‘While using these amounts to fund your business may feel like a short-term fix, it creates much bigger problems down the track and makes it harder to recover when your obligations are due.’

Good records, good business 

The ATO continues to see instances where income is omitted from tax returns, particularly from businesses that accept cash payments or have inconsistent record keeping practices. 

‘Accurate, consistent and complete record keeping isn’t just a good idea – it’s a requirement,’ Ms Allen said. 

If you’re still using the ‘shoebox’ method to keep your records, it’s well and truly time to go digital. If you’re a sole trader the ATO app has a range of features like myDeductions, tax withheld calculator and the business performance check tool. 

Small businesses should also take advantage of the ATO’s online services, where they can check their lodgment status and keep tabs on outstanding debts. 

Prepare for Payday Super 

With Payday Super requiring businesses to pay employees their super guarantee each payday from 1 July 2026, the ATO is urging small businesses to plan ahead. 

‘Review your payroll systems and super processes and get ready to pay super guarantee more frequently,’ Ms Allen said.  

What’s on the ATO’s radar 

The ATO encourages small businesses and their tax practitioner to stay across the small business compliance focus areas, which are updated quarterly and published on the ATO’s website. 

‘It’s all about being transparent about the compliance risks on our radar so small businesses can continue to get it right in 2026. And, where we see deliberate non-compliance including shadow economy behaviours we will take firmer action.’ 

Seek support early

Successful small businesses have support from someone who understands their business, such as a registered tax practitioner.

‘If you need help keeping on top of your ATO obligations you may wish to engage a registered tax practitioner but ensure they are registered with the Tax Practitioners Board,’ Ms Allen said. 

‘Getting your tax advice from a friend on the weekend is not a good plan and neither is relying on social media for guidance.’ 

Closing up shop?

For business owners who have closed their business or are considering winding down in 2026, the ATO has detailed information on the next steps to take including cancelling ABNs, lodging final tax returns and BAS, and meeting payroll and super obligations for the last time.

‘If you decide it’s time to move on, closing your business the right way helps avoid future compliance issues,’ Ms Allen said.

Creative ideas don’t always arrive fully formed — often, they take shape through exploration, trial and error, and refinement. That’s why we designed Adobe Firefly as an all-in-one creative AI studio where creators can work with the industry’s leading AI models and powerful creative tools, all in one place, to move from idea to finished work.

Today, we’re giving you the freedom and flexibility to go deeper in your creative exploration with unlimited image and video generations. Firefly subscribers can now create unlimited generations with industry-leading image models, including Google Nano Banana Pro, GPT Image Generation, Runway Gen-4 Image, as well as Adobe’s commercially safe Firefly image and video models.

Unlimited generations for continuous creative exploration

It’s been exciting to see how generative AI has become an essential part of your creative toolkit. Eighty-six percent of creators use creative AI in their daily workflows. And you’re not just using it — you’re honing your craft. The average Firefly prompt length doubled in 2025 — showing how creators are engaging more conversationally with creative AI and proving that prompting itself is becoming a core creative skill.

With unlimited image and video generations, it’s easier to stay in your flow — so you can explore new ideas and creative directions as they emerge, play with different variations, styles, and approaches across models, and refine a concept as many times as it takes to get it right.

Unlimited generations are available on firefly.adobe.com, in Firefly Boards — Adobe’s collaborative, AI-powered ideation surface — and in the Firefly mobile app on iOS and Android, giving you different places to explore ideas and refine work as it takes shape.

Turn unlimited generations into meaningful creative output with Firefly’s best-in-class tools, bringing your creative vision to life across any medium.

• Develop and align ideas in Firefly Boards, where you and your team can bring inspiration, references, and generated assets into one shared space to iterate quickly, gather feedback, and move concepts forward together.
• Edit sequences with Firefly video editor, the browser-based assembly space for generative storytelling
• Continue to refine by adding sound effects or fully-licensed music tracks
• Edit your images with Prompt to Edit — simply describe your changes in plain language, such as adding or removing objects, swapping backgrounds, or refining details instantly

From idea to finished creation — without breaking your flow

What makes Adobe Firefly different isn’t just unlimited generations — it’s also what you can do with your creations after you generate them.

Firefly connects your creative exploration directly to Adobe’s professional-grade tools, so you can move from ideas to finished work without starting over. Generate in Firefly, refine with precise controls, and finish with even more power and precision in Creative Cloud apps like Photoshop and Premiere to refine the result and make it truly production ready.

What to create right now

To spark ideas for how to make the most of unlimited creation with Firefly, here are a few fun ways you can bring seasonal moments to life:

Create Valentine editorials with Firefly Boards

Check out our Valentine’s Day–themed Firefly Boards presets that make it easy to jump into styles and trends. Just go to the “Presets” tab and choose the Valentine’s Day preset (Sweet Treats or Tarot & Lipstick), add images and hit “Generate.” You’ll see your variations and can start refining your ideas directly on the board. Here’s a tutorial to get you started.

Make throwback Valentine’s cards (elementary-school style!): Remember handing out cards to everyone in class? Using Google’s Nano Banana Pro model in Adobe Firefly, recreate that charm by designing playful, nostalgic Valentine’s cards for friends and family — then refine colors, fonts, and illustrations until they feel perfectly personal. Click here to try it now.

Turn you and your bestie into claymation characters: Celebrate Valentine’s by transforming photos of you and your pal into adorable claymation-style characters—complete with hearts, candy, or cozy Valentine’s vibes. Experiment with different looks until you land on a style that feels just right. Upload a reference image and try it now.

Create a romance movie poster or book cover: Turn your friendship or love story into a full-blown, rom-com moment. Generate multiple poster concepts, tweak the mood and typography, and refine the details until it looks like it belongs on a marquee. Upload a reference image of you and your friend or crush and try it now.

Transform your photo into a Lunar New Year paper-cut design: Using Google’s Nano Banana Pro model, reinterpret photos or ideas as contemporary paper-cut graphics — exploring symmetry, symbolic motifs, and bold, high-contrast shapes. Upload a reference image and try it now.

Square has announces its partnership with Prefecture 48, a multi-venue Japanese dining destination redefining premium hospitality in Sydney’s CBD. Built around precision and craft, Prefecture 48 partnered with Square to reduce operational friction and give teams more time to focus on what matters most: the guest experience.

Prefecture 48 brings together six distinct venues under one roof, from contemporary kaiseki at Garaku and chef-led dining at Five, to the sushi experience at Omakase, robata-focused Ibushi, the Whisky Thief bar and patisserie Dear Florence. Each venue operates with its own service style and pace while contributing to a single, immersive journey. Delivering that journey at scale requires technology that can handle complexity quietly in the background, without demanding attention from staff during service.

“We’ve always envisioned ourselves to be a one-stop for multiple destinations,” says Prefecture 48 Brand Director Cindy Tseng. “Square is a perfect integration into this concept because it allows our guests to move freely between venues with only one bill at the end of the night. To us, that is a big win.”

“Prefecture 48 represents the kind of sophisticated, full-service hospitality Square is built to support,” said Colin Birney, Head of Business Development at Square. “Running an operation of this calibre demands technology that can handle complexity without getting in the way. Square is designed to give teams time back to focus on craft, service and the guest experience.”

At Prefecture 48, the ability to handle complexity without disruption is delivered through Square for Restaurants, combined with Square Register, Square Terminal and Square Handheld, which connect the entire precinct through a single system. Orders, payments and menus flow through one platform, supporting everything from tasting menus and omakase service to bar tabs and dessert-only visits. By simplifying complex operations, Square frees teams to stay present on the floor and in the kitchen.

“I can detail that particular item description within literally 60 seconds,” says Prefecture 48 IT Manager Phil Chan. “That flexibility is critical for a venue like ours, where menus change frequently and accuracy during service matters.”

For front-of-house teams, that reclaimed time translates directly into better hospitality. “Square allows our front-of-house team to spend a lot more time with our guests instead of fussing over behind the scenes,” says Tseng.

In the kitchen, clarity and precision are essential. Head Chef Hiroshi Manaka highlights the importance of clean docketing and clear notes to support multi-course menus and dietary requirements, enabling his team to focus on craft, consistency and timing during service.

Beyond service, Square’s real-time insights give Prefecture 48 visibility across all venues, helping the group make informed decisions while protecting the creative and cultural vision behind the precinct.

The partnership reflects Square’s continued evolution as a hospitality platform built for complexity, not compromise. From neighbourhood venues to some of the most ambitious dining destinations in the country, Square is designed to give operators time back to focus on what matters most.