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Adobe has introduced Firefly, a new family of creative generative Artificial Intelligence (AI) models. This new offering first focuses on the generation of images and text effects. Firefly will bring more precision, power, speed and ease directly into Creative Cloud, Document Cloud, Experience Cloud and Adobe Express. It will be part of a series of new Adobe Sensei generative AI services across Adobe’s clouds.

Adobe has over a decade-long history of AI innovation. It has been delivering hundreds of intelligent capabilities through Adobe Sensei into applications that hundreds of millions of people rely upon. Examples are Features like Neural Filters in Photoshop, Content Aware Fill in After Effects and Attribution AI in Adobe Experience. These empower Adobe customers to create, edit, measure, optimise and review 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, at 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.”

Adobe Firefly: Giving Creators New Superpowers

Adobe is designing Firefly to give all creators superpowers to work at the speed of their imaginations. With Firefly, content creators will be able to use their own words to generate content the way they dream it up. And they will be able to do it with greater speed and ease than ever before. With Firefly, producing limitless variations of content and making changes—all on brand—will be quick and simple. Adobe will also integrate Firefly directly into its industry-leading tools and services. This means users can effortlessly leverage the power of generative AI within their existing workflows.

Adobe also launched a beta for Firefly that showcases how creators can generate high-quality images and amazing text effects. Adobe believes the full power of technology cannot be realised without great imagination to fuel it. Through the beta process, the company will engage with the creative community and customers as it evolves this transformational technology and begins integrating it into its applications. The first applications that will benefit from Firefly integration will be Adobe Express, Adobe Experience Manager, Adobe Photoshop and Adobe Illustrator.

High-Quality Images Designed to Be Safe for Commercial Use

Firefly will be made up of multiple models. It will also be tailored to serve customers with a wide array of skillsets and technical backgrounds. Adobe’s first model is trained on Adobe Stock images. It is an openly licenced content and public domain content where the copyright has expired. It will focus on images and text effects and is designed to generate content safe for commercial use. Adobe Stock’s hundreds of millions of professional-grade, licenced images are among the highest quality in the market. Using them helps ensure Firefly will not generate content based on other people’s or brands’ intellectual property. Future Firefly models will leverage a variety of assets, technology and training data from Adobe and others. As other models are implemented, Adobe will continue to prioritise countering potential harmful bias.

A Customer-Centric Approach

Adobe is designing generative AI to support creators in benefitting from their skills and creativity:

• Helping creators work more efficiently. Content is fuelling the global economy and creativity and design have never been more valued. In a recent Adobe study, 88% of brands said content demand at least doubled over the last year. About two-thirds expect it to grow 5x over the next two years. Adobe is leveraging generative AI to ease this burden with solutions for working faster, smarter and with greater convenience. This includes the ability for customers to train Firefly with their own collateral—generating content in their personal style or brand language.
• Compensating creators. Adobe’s intent is to build generative AI in a way that enables customers to monetise their talents. It is similar to what Adobe has done with Adobe Stock and Behance. Adobe is developing a compensation model for Adobe Stock contributors and will share details once Firefly is out of beta.
• Advocating for open standards. Adobe founded the Content Authenticity Initiative (CAI) to create a global standard for trusted digital content attribution. With more than 900 members worldwide, the role of CAI has never been more important. Adobe is pushing for open industry standards using CAI’s open-source tools that are free and actively developed through the non-profit Coalition for Content Provenance and Authenticity (C2PA). These goals include a universal “Do Not Train” Content Credentials tag in the image’s Content Credential for creators to request that their content isn’t used to train models. 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.
• Firefly ecosystem. Adobe is also planning to make Firefly available via APIs on various platforms. This will enable customers to integrate into custom workflows and automations.

Adobe will announce key updates on Adobe Firefly in the coming months.

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