Adobe wants to usher in what it calls “creativity for all” with a range of new artificial intelligence technologies that the company is making available to consumers starting Wednesday.
On Wednesday, the tech titan made available to consumers its generative AI, which allows people to generate content using a range of inputs, including text, images, sounds, animations and 3D models.
Do you want to create the image of a dragon emerging from clouds and breathing fire? Adobe executives believe the company has developed simple and elegant solutions for this and countless other creative endeavors.
A demonstration provided to this news organization by Adobe in recent days suggested that such a dragon image could be created in moments using cloud-based AI technologies.
The demonstration showed that all you have to do is type an intuitive sentence like “fire-breathing dragon in the clouds.” A creator could even tweak things a bit by requesting an image of such a dragon “emerging from the clouds,” as the demonstration showed.
“This is creativity for everyone,” said Alexandru Costin, an Adobe executive and 17-year veteran of the Silicon Valley tech company, during an interview with this news organization. “This allows any consumer to enter a description for any image they have in mind and it can be generated almost instantly.”
Firefly is the name of Adobe’s family of generative AI technologies. Firefly has been deeply integrated into a variety of Adobe products, including Photoshop, Adobe Creative Cloud, Adobe Express, and Adobe Experience Cloud.
San Jose-based Adobe, whose many famous achievements include the creation of Portable Document Format (PDF) technology and Adobe Photoshop, conducted a comprehensive beta test of Firefly AI products and services on a global scale.
“With over 2 billion images generated during the Firefly beta, Generative AI ushers in a new era of creative expression,” said David Wadhwani, president of Adobe’s Digital Media Business, in a prepared press release.
The Firefly family of artificial intelligence products has been trained on a number of Adobe-licensed products as well as public domain content whose copyright has expired. This way, people who create content from the 2 billion images are not violating copyrights.
“Creativity is now just a tap away,” said Costin, vice president of generative AI and sensei at Adobe, in the news interview.
In May 2023, Adobe launched a partnership with Google to use the search giant’s Bard, an artificial intelligence-based conversational chatbot.
Of course, quite a few people are concerned about possible problems that could arise from the use of AI technologies.
In June 2023, Costin participated in a panel hosted by Bloomberg with Hilary Krane, chief legal officer of Creative Artists Agency, a Los Angeles-based sports and talent agency, to discuss opportunities and challenges presented by AI – and about the far-reaching problems that could arise from AI.
“Think about an actor and how important the creative decisions they make are, not only when playing a role, but what roles they accept to create their body of work,” Krane said during the discussion. “It’s a real territorial expression of self.”
According to Costin, Adobe developed Firefly with the needs and rights of artists in mind.
“That was our ultimate goal when we designed Firefly,” Costin said during the panel discussion. “Indeed, artists were outraged that their public content was being used without their consent, compensation or control.”
These concerns were the reason why Adobe trained its Firefly AI machines exclusively on Adobe-licensed content or public domain content that was no longer protected by copyright.
“We don’t use recognizable characters,” Costin said during the Bloomberg event. “Artists are our customers.”
Adobe says it is also working with customers to enable them to create mockups using their own assets to generate custom content.
“Creativity for everyone has been our vision for some time,” Costin said in the interview.
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