Adobe, a leader in creative design industry, is strengthening its business offerings to incorporate generative AI models.
Adobe AI Foundry, a new product that enables businesses to collaborate with the company to create unique generative AI models based on their intellectual property and branding, was introduced on Monday.
Adobe’s Firefly family of AI models serves as the foundation for the foundry’s bespoke models, which may generate text, photos, video, and other media like 3D scenarios. All of the data used to train these Firefly models was licensed, and they were introduced in 2023. These models are then customised for every client via Adobe’s foundry service, utilising their intellectual property.
Pricing for the foundry service is determined by consumption rather than per seat, as is the case with many of Adobe’s other offerings.
Hannah Elsakr who is a generative AI new business initiatives vice president at Adobe, the foundry service was a logical extension of the company’s enterprise AI solutions, and clients were requesting further customisation, she told TechCrunch.
“A lot of the capabilities we already had are being elevated by this,” Elsakr stated. “On this, the company has asked us to come in and give us advice, assist us, collaborate with us, and be our top creative marketing AI partner.”
Adobe’s Firefly models have been utilised by businesses to produce over 25 billion assets since their debut in 2023.
These customised models, according to Elsakr, would enable firms to more effectively stay on top of their marketing activities. Once a customer has created an advertising campaign for a product, they can utilise a custom Adobe model to help develop several versions of the same ad for different languages, seasons, or formats.
“It’s very customised,” Elsakr stated. Personalised commerce has been discussed for a long time, but Firefly and generative AI enable the brand to be presented to the customer in a way that is consistent with the brand.
Esakr stated that Adobe is not attempting to replace human creatives in any way, despite the new tools’ capabilities, but rather to provide them with improved versions of the tools they now use to produce their work.
According to Elsakr, “humanity is at the centre of creativity and that can’t be replaced.” For decades, we have been in the business of offering creative tools that enhance narrative, storytelling, and your capacity to develop and carry out your own ideas. Firefly and foundry are simply the next step up in providing you with useful tools that improve your storytelling skills.
Walt Disney Imagineering is reportedly collaborating with Adobe AI Foundry, one of its early partners, to increase customer engagement. The AI-powered consultancy is also apparently being used by Home Depot to help scale the creation of on-brand content and develop innovative consumer experiences.
Molly Battin, The Home Depot’s chief marketing officer and senior vice president, stated: “We are constantly looking for new and creative methods to improve our customer experience and expedite our creative workflows.
“The adoption of cutting-edge technologies by Adobe’s Foundry Services is an exciting step forward in delivering impactful content across our digital channels and deepening customer engagement.”
In order to enhance its AI-powered creative production capabilities, Adobe announced that the Foundry team will also incorporate personnel of the generative media company Invoke.
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