Adobe Firefly (credit image/Pixabay/Gerd Altmann)Adobe has launched Firefly, a new family of creative generative AI models, first focused on the generation of images and text effects. Firefly is expected to bring even more precision, power, speed and ease directly into Creative Cloud, Document Cloud, Experience Cloud and Adobe Express workflows where content is created and modified. Firefly will be part of a series of new Adobe Sensei generative AI services across Adobe’s clouds.

Generative Artificial Intelligence (AI) can generate a wide range of data including audio, code, images, text, simulations, 3D objects, videos. It takes inspiration from existing data, but also generates new and unexpected outputs. The technology offers to break new ground in areas, such as customer service, marketing and operations.

David Wadhwani, president, Digital Media Business, Adobe says, “Generative AI is the next evolution of AI-driven creativity and productivity. It has the potential to transform conversations between creator and computer into something more natural, intuitive and powerful.”

(Credit image/LinkedIn/David Wadhwani)
David Wadhwani, president, Digital Media Business,

“With Firefly, Adobe will bring generative AI-powered ‘creative ingredients’ directly into customers’ workflows. Increasing productivity and creative expression for all creators from high-end creative professionals to the long tail of the creator economy.”

Giving creators new superpowers

Adobe is designing Firefly to give all creators superpowers to work at the speed of their imaginations. With Firefly, everyone who creates content will be able to use their own words to generate content the way they dream it up. From images, audio, vectors, videos and 3D to creative ingredients, like brushes, colour gradients and video transformations, with greater speed and ease than ever before. With Firefly, producing variations of content and making changes, again and again — all on brand — will be quick and simple. Adobe will also integrate Firefly directly into its industry-leading tools and services. As a result, users can leverage the power of generative AI within their existing workflows.

Adobe also launched a beta for Firefly that showcases how creators can generate high-quality images and amazing text effects. Adobe believes that the full power of technology cannot be realised without great imagination to fuel it. Through the beta process, the company will engage with the creative community and customers to evolve this transformational technology. Customers will then begin integrating it into their applications. The first applications to benefit from Firefly integration will be Adobe Express, Adobe Experience Manager, Adobe Photoshop and Adobe Illustrator.

A Customer-Centric Approach

Adobe is designing generative AI to support creators in benefitting from their skills and creativity:

  • Helping creators work more efficiently: Content is fueling the global economy. Creativity and design have never been more valued. In a recent Adobe study, 88% of brands said content demand at least doubled over the last year. Two-thirds expect it to grow five fold over the next two years. Adobe is leveraging generative AI to ease this burden with solutions for working faster, smarter and with greater convenience. This includes the ability for customers to train Firefly with their collateral. Generating content in their personal style or brand language.
  • Compensating creators: Adobe aims to build generative AI in a way that enables customers to monetise their talents. Similar to how Adobe has done with Adobe Stock and Behance. Adobe is developing a compensation model for Adobe Stock contributors and will share details once Firefly is out of beta.
  • Advocating for open standards: Adobe founded the Content Authenticity Initiative (CAI) to create a global standard for trusted digital content attribution. With more than 900 members worldwide, the role of CAI has never been more important. Adobe is pushing for open industry standards using CAI’s open-source tools that are free and actively developed through the non-profit Coalition for Content Provenance and Authenticity (C2PA).
  • Firefly ecosystem: Adobe is also planning to make Firefly available via APIs on various platforms. This will enable customers to integrate into custom workflows and automations.

Enterprise Times: What this means for business.

Adobe has over a decade-long history of AI innovation. The company has delivered hundreds of intelligent capabilities through Adobe Sensei into applications that millions of people rely upon. Features like Neural Filters in Photoshop, Content Aware Fill in After Effects, Attribution AI in Adobe Experience Platform and Liquid Mode in Acrobat. Tools that empower Adobe customers to create, edit, measure, optimise and review billions of pieces of content with power, precision, speed and ease. The company says these innovations are developed in alignment with Adobe’s AI ethics principles of accountability, responsibility and transparency.

Generative AI appears to be the next big thing in artificial intelligence for the year. Recently, Salesforce, ContractPod AI and Software AG have all recently released Generative AI solutions with other companies to follow in the year. However, none have the creative reputation of Adobe. It will be really interesting to see how Generative AI supports and stimulate the output of Adobe’s creative community.


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