Adobe Firefly’s secure generative AI for commercial use can amplify your creativity

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It seems everyone is hopping aboard the generative AI bandwagon. Now, American tech giant Adobe has also announced a family of Firefly generative AI models. The company wants to help millions of content creators amplify their imaginations using the new tool.

In the wake of the company’s new launches, indianexpress.com had an exclusive interaction with Chandra Sinnathamby, Director, Digital Media B2B Strategy & GTM, Asia Pacific at Adobe. Sinnathamby in an extensive discussion on the prospects of Firefly touched on different aspects of generative AI.

Below is an excerpt from the conversation with the Adobe executive.

Q: How is Adobe capitalizing on the buoyant creator economy with AI?

Adobe’s ambition is to deliver amazing customer experiences. And, at the heart of that is ensuring that we’re delivering personalized experiences at scale. The demand for content has never been greater. In our recent study, 88% of our global respondents said the amount of digital content produced had doubled in the past two to three years.

This indicates that the demand for content is likely to increase fivefold in the future. Considering the rise of the creator economy, at Adobe we are working to make it easier for creators by offering them all the resources of creativity.

Artificial intelligence, especially generative AI, is the latter path. However, when it comes to Adobe, we have been working with AI innovation for a long time, be it neuro filters on Photoshop and various other features on After Effects, Acrobat, etc.

Generative AI is the new game changer, and we want to work on it in a way that aligns with our AI ethos of accountability, accountability, and transparency. Basically, we want to make sure that AI is a co-pilot that improves the speed and accuracy of creative activities. Essentially, equipping users with the superpower they need to meet today’s creative demands.

Q: What is the driving force behind Firefly?

Firefly starts with images and text effects, and one of the highlights of the tool is that it’s designed to be safe for commercial use. It is significant as companies are now looking to differentiate themselves through user experience and this requires creative content to be developed at scale. We look forward to making it easier for content creators.

Our first model is trained on hundreds of millions of images from the Adobe Stock portfolio, which are openly licensed content on the Internet, and any public domain content whose copyright has expired. It will be integrated across all three of our clouds in terms of customer workflows. Adobe Express, Photoshop and Illustrator will be the first applications to get the model.

We are integrating Firefly not only in regards to content creation, but also in regards to content orchestration. It’s important to help our clients not only create the content but also deliver it and then be able to see how this is resonating with their clients.

Adobe’s latest offering simplifies creative content creation for people of all experience levels. (Image: Adobe) Q: How will Adobe Firefly help content creators achieve reach, and how can people with different levels of experience work around it?

Firefly is for creators of all types, even those who aren’t creative professionals can create content for personal use quite easily. Firefly comes with a user-friendly interface and you don’t need a tutorial. Just type in what you’re looking for and let it unfold.

Basically, our belief is that creativity is for everyone. Our goal is to empower this ability in everyone, regardless of their skill level. Everyone should be able to create whatever content they want. Creativity is for everyone and we design our technology with that in mind.

When it comes to content reach, the digital experience side of the business is all about getting content to the right person at the right time, based on the device they might be consuming the content on, and then later measuring the interaction.

Q: What is Adobe’s policy to prevent harmful bias?

We anchor ourselves in our AI ethos of being transparent, accountable and trustworthy. We are developing all of our technologies with these three principles in mind. Even when you sign up for the Firefly beta today, you’ll see that there’s an agreement you need to sign.

Q: How is Adobe trying to distinguish itself in the cacophony of major technology companies offering AI-powered generative services?

First, from a business perspective, Adobe is making it safe for commercial use and that’s one of the key differentiators. Since the demand and pressure on organizations to publish content has never been greater, providing a safe way to create creative content for commercial use is our unique way.

For organizations interested in brand equity, having a generative AI capability that learns and enables the democratization of creativity within the organization and allows them to create more content that meets their guidelines is another unique aspect of Adobe.

We have a long history of creating open standards. And our goal with AI is to create an open standard where the creator is attributed for that creation. We keep the creator at the center by not only giving the credits needed, but giving them control and ultimately giving them the ability to monetize it.

Q: How AI Powered Generative Firefly Can Impact Indian Content Creators?

We have a long history of catering to the Indian market. It is our largest employee footprint outside the US and this year we completed our 25 years of doing business in India.

When it comes to Firefly, we’ve created it with global appeal. We understand this is a different world with not only Indian customers. So we’re trying to make it even more relevant to local customers.

We’re exploring whether we can get Firefly to create content for Holi or Diwali, and that would be great. At Adobe, we understand that it’s something we need to make sure we include.

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