Adobe launched a palette of products and innovations for Experience Cloud, Experience Manager and more at its event, but the main advancement is generative AI, focused on Adobe Firefly, a new visual tool for creative teams.
Adobe held a full press event in Las Vegas at its annual Summit. In a hall the length of two football fields with five massive video screens extending the length of the room, the company’s event featured an arsenal of digital images, all created with its new generative artificial intelligence tool, Glowworm (Image A).
Image A
At the event, Adobe executives, including CEO Shantanu Narayen, presented the company’s vision and ambitions for product innovations. As part of this initiative, Adobe is going all out on Generative AI and is introducing a range of new products to a global audience of industry participants, analysts, customers and the press.
Anil Chakravarthy, president, digital experience, at Adobe spoke about the digital-first, end-to-end customer experience now at the center of marketing communications, and that AI and machine learning will be key to Adobe products serving these enterprises. He added that generative AI for creativity and customer experience “requires a really thoughtful approach so that we can amplify, not replace, the power of human ingenuity. We believe generative AI will be a ‘copilot’.”
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What is Adobe Firefly?
Adobe Firefly includes a suite of creative generative AI models, the first of which the company said would be trained on Adobe Stock images with openly licensed and public domain content whose copyright has expired. It will focus on generating graphics and text effects for commercial use for Creative Cloud, Document Cloud, Experience Cloud, and Adobe Express workflows. Adobe Firefly is offered as a public beta (Figure B).
Figure B
Shantanu Narayen, CEO of Adobe
The company said Adobe Express, Adobe Experience Manager, Adobe Photoshop and Adobe Illustrator are the first Adobe applications to integrate with Adobe Firefly.
David Wadhwani, president, digital media, at Adobe, said the company has trained its models on hundreds of millions of stock and open license images, and built the framework to integrate freely with apps and content. He said in the coming weeks that video, audio, vectors and 3D content will be in the pipeline and that Adobe-trained content and models will be safe for commercial use. .”
SEE: Google also launches generative AI, releases large language models to developers. (TechRepublic)
Creator-centric approach to generative AI
Wadhwani said that Firefly will be creator-centered and will be an extension of the Content Authentication Initiative Adobe co-launched in 2021 and now spans 900 organizations.
“We will put content references at the forefront of everything we do,” he said. “We want to give credit to what people create.” For example, he said that any Firefly-generated content created will be marked as AI-generated.
In addition, he said the image library will include the availability of “don’t train” tabs, giving creators control over the fate of the content they create.
“We recognize that all training content is provided to us by stock contributors, so we will announce how we plan to share success with them so that contributors are compensated for their efforts,” Wadhwani said to audience applause, adding that the Firefly API will be available to third party developers.
Adobe is launching a range of new products
The Adobe Summit rolled out other AI plans and deep integrations that Chakravarthy said would be key to much of what the company does.
Adobe Sensei Gen AI
Adobe Sensei Gen AI is what the company calls a generative AI copilot in Adobe Experience Cloud to “help increase the productivity of marketers and other customer experience teams without increasing their workload,” according to a statement. Adobe said the framework allows users to switch between services and existing features within their workflows for scheduling, asset creation, personalization, customer journey management and more.
Adobe integrates Sensei GenAI with innovations for its Real-time customer data platform, including the ability to deliver more than 600 billion predictive insights each year. The company said the changes will allow brands to reach customers with more personalization.
New toolsets for supply chain, analytics, creative and web development
Adobe has announced new applications for business creation and website development, including:
- Upgrades to Adobe Experience Manager, consisting of tools for updating corporate websites and mobile apps using word processing or spreadsheet tools, integrated with Adobe Sensei AI to analyze content performance.
- Adobe Express for Enterprisea set of creative tools for images and videos and other content.
- Adobe is launching what it calls the world’s first comprehensive content supply chain solution, including a partnership with Accenture.
- New product analyzes in Adobe Experience Cloud.
