Magnific took advantage of Upscale Conference in San Francisco to unveil three new tools ( Magnific Agents, Magnific MCP, and Magnific Flows) with a clear objective: to make artificial intelligence work for creatives, not the other way around. Joaquín Cuenca, the company's CEO, argued during the event that AI agents shouldn't be limited to delivering a beautiful but unchangeable final product. And here's the interesting point, because many of us have tried AI tools that impress at first but become frustrating when you want to change just a specific part of the output.
Magnific's proposition revolves around control. Magnific Agents allows you to create custom agents with names, purposes, prompts, visual references, brand guidelines, and access to specific tools. It's not just about asking someone to "create an image for this campaign," but about building an assistant that remembers who the main character is, what a brand's visual style is, or what decisions were made in a previous production. The key is that the result isn't set in stone: it becomes an editable workflow that the team can review, modify, and re-run. Magnific MCP , meanwhile, brings the platform to environments where many professionals already work, such as ChatGPT or Claude, allowing them to generate, scale, or adapt elements within the conversation, but without losing the connection to Magnific projects. And Magnific Flows transforms complex processes into a kind of reusable button: a creative defines the recipe, with templates, prompts, and brand guidelines, and the rest of the team can apply it without touching the technical details. For agencies, marketing departments, or studios with distributed teams, this can save countless pointless meetings and a lot of misinterpreted versions.
The move also comes at a significant time for the company, which claims to have surpassed one million paid subscribers and $230 million in recurring annual revenue. This is no small feat, because Magnific (formerly known as Freepik) is no longer just playing in the realm of curious tools for casual experimentation, but is now entering the world of professional creative production. The promise sounds promising: less black box, more project memory, and more human control. Now, the usual question remains: how seamlessly it performs in daily use as it does in presentations. If it delivers, it could be a highly relevant tool for those who want to use AI without surrendering their brand identity to a roulette wheel of unpredictable results.