e launches Firefly, an AI-driven creative platform //

Shantanu Narayen, who introduced Adobe Firefly today at Adobe Summit, stated that “generative AI will enhance human ingenuity and not replace it.” Firefly is an innovative group of generative AI models that focuses on creating images, videos and text effects. Firefly employs generative AI with tools such as brushes, color gradients, and video tools to accelerate production and make it easier to create high-quality content. Firefly generated the images and videos that were projected during the Summit keynote.

Adobe’s generative artificial intelligence. Although there were other product announcements, the generative AI announcement was undoubtedly the highlight of the event. “Over time,” Narayen said, “AI will assist us in reimagining every aspect of marketing.” He couldn’t resist adding that Adobe has been using AI in its creative products for well more than a decade.

Beta versions of the first Firefly tools are now available. Narayen stressed that Adobe is trying to protect human creators by creating a model to compensate them for their work, and moving towards a global standard “Do Not Train” metadata tag that creators can use to try to prevent AI infringements of their content.

Summit saw the debut of Sensei GenAI. It was embedded in the Adobe Experience Platform but it was not clear how this would improve the existing Sensei AI capabilities. The goal seems to be to let users work with generative AI capabilities within Adobe Experience Cloud, rather than using separate tools and migrating the results to Adobe.

Why do we care. It would be surprising if Adobe hadn’t taken this route to incorporating AI into its platform. Adobe is a marketing cloud that was founded in the 1990s. However, it has its roots in classic creative tools such as Illustrator and Photoshop. Adobe users will, in the end, be able to benefit from generative AI within the Adobe ecosystem rather than having to use one of many tools that are rushing to market.

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Adobe Product Analytics. Although it was overshadowed somewhat by Firefly’s announcement, Product Analytics was an important one. Adobe Experience Platform already contains Customer Journey Analytics, one of its many components. Product Analytics provides a similar drillable dashboard that presents product-related information, such as user growth and engagement along with features and trends. This is an attempt to bring together other teams involved in customer experience aspects.

Adobe Mix Modeler was also introduced by Adobe. This dashboard provides a cross-channel view and allows for real-time optimization of channel spending.

Additional reporting by Chris Wood.

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