fwupd is the closest we have to a standard mechanism currently for doing in-band firmware updates in a vendor agnostic way. As long as the vendors provide firmware blobs in an appropriately formatted package, fwupd (or fwupdate) can install those firmware blobs from within Ubuntu.
Because of this, we should include the related packages in the server seed. The main components all live in Main currently. As far as I can tell (verified on a Bionic install), nothing in the current server seed pulls in fwupd, fwupdate, or fwupdate-signed as a dependency.
ubuntu@xwing:~$ apt-cache policy fwup*
fwupdate:
Installed: (none)
Candidate: 10-2
Version table:
10-2 500
500 http://archive.ubuntu.com/ubuntu bionic/main amd64 Packages
fwupd:
Installed: (none)
Candidate: 1.0.4-3build1
Version table:
1.0.4-3build1 500
500 http://archive.ubuntu.com/ubuntu bionic/main amd64 Packages
fwupdate-signed:
Installed: (none)
Candidate: 1.17+10-2
Version table:
1.17+10-2 500
500 http://archive.ubuntu.com/ubuntu bionic/main amd64 Packages
Status changed to 'Confirmed' because the bug affects multiple users.