LAS VEGAS — Design software giant Adobe on Tuesday unveiled more than a dozen modern generative artificial intelligence tools and capabilities, and also revealed a partnership with Microsoft to expand the audience for its artificial intelligence offerings. These moves, announced at Adobe’s conference in Las Vegas, signal the company’s aggressive push to integrate generative artificial intelligence into its product portfolio.
Among the announcements was GenStudio, an app that allows users to create content using generative AI, manage brand assets such as logos, track campaign performance, and streamline workflows in one place – rather than switching between multiple software tools. Adobe also introduced a modern generative AI assistant that can, for example, answer technical questions, automate tasks, and simulate results for business customers.
Adobe has announced generative AI capabilities in its content management system that leverages a single marketing element and quickly creates personalized variants for different customers at scale. Users will have a modern way to analyze the performance of AI-generated images and designs with Adobe Content Analytics.
Many of Adobe’s announcements aimed to provide greater control and consistency in the creation of generative AI images, addressing a common challenge where results can be hit or miss. A modern feature of Adobe Firefly, its generative AI model, called Structure Reference, gives users more control over tweaking the generated image by giving them a reference image to match or iterate on. Custom Models is a tool that will allow users to train Firefly on their own images and design assets so that AI-generated content is consistent with brand principles.
Adobe and Microsoft on Tuesday shared their plans to enhance Microsoft 365 with Adobe Experience Cloud features. The collaboration aims to aid marketers streamline their work by directly integrating marketing insights and workflows from Adobe and Microsoft applications with Microsoft Copilot AI for Microsoft 365. Microsoft announced that it is working on its own generative AI solution investment in the French AI start-up Mistral last month on top of that reported shares worth $13 billion in OpenAI. Both offers are available under the microscope from regulatory authorities in the United States and Europe.
Last year, Adobe launched its generative artificial intelligence technology Adobe Firefly, a generative artificial intelligence model that the company says has been used to create digital designs and images 6.5 billion times. Adobe says it trained its generative AI on images from Adobe Stock, openly licensed works and public domain content. The company says it designed this approach to be sheltered for commercial exploit, which is a vexing problem other art-generating AI companies.
Adobe’s announcements did not include any video capabilities, leaving OpenAI and its solutions the recently introduced Sora text-to-video tool without any major competitor. Although only a restricted number of users currently have access to this tool due to concerns deep fakes AND misinformationOpenAI shared the file a tool for working with artists, who called the results “surreal” and said they would open “modern paths of artistry”.
