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Content software giant Adobe has unveiled Adobe Firefly, a new suite of creative tools powered by artificial intelligence.
Like other AI-powered content generative tools, Adobe Firefly gives “all creators superpowers to work at the speed of their imaginations.”
Despite being the industry-standard for creative professionals since the release of Photoshop in 1989, many beginners are turned off by the high barrier of entry required to learn how to use Adobe’s line of powerful products.
Adobe Firefly can potentially change that by allowing users to use their own words to generate content — from images, audio, vectors, videos and 3D to creative ingredients, like brushes, colour gradients and video transformations, with greater speed and ease.
“Adobe Firefly will 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,” the company said in a media release.
Adobe Firefly is still on beta, which means the company is still refining the tool through customer feedback.
Despite releasing Adobe Firefly’s content generation capabilities a little later than its competitors, Adobe has been developing AI tools built within its existing platforms for over a decade.
Adobe has over a decade-long history of AI innovation, delivering hundreds of intelligent capabilities through Adobe Sensei into applications that hundreds of 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 empower Adobe customers to create, edit, measure, optimize and review billions of pieces of content with power, precision, speed and ease.
These innovations are developed and deployed in alignment with Adobe’s AI ethics principles of accountability, responsibility and transparency.
“Generative AI is the next evolution of AI-driven creativity and productivity, transforming the conversation between creator and computer into something more natural, intuitive and powerful,” said David Wadhwani, president, Digital Media Business, Adobe.
“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,” Wadhwani said.
AI-powered generative tools have come under fire, with creators complaining that their work has been used to train AI without their consent. To address this, Adobe said they will include an option to add a universal “Do Not Train” content credential tag.
Adobe said the Content Credentials tag will remain associated with the content wherever it is used, published or stored. In addition, AI generated content will be tagged accordingly. Such features are part of the Content Authenticity Initiative, a coalition pushing for open industry standards regarding AI-generated content.
Paulo Rizal is a content producer for Comms Room. He writes content around popular media, journalism, social media, and more.
