San Jose, CA—Focused on the generation of images and text effects, the Adobe Firefly creative generative AI models were unveiled. Adobe Firefly will launch to bring more precision, power, speed and ease directly into Creative Cloud, Document Cloud, Experience Cloud and Adobe Express workflows.
In addition, Adobe Firefly is part of a series of new Adobe Sensei generative AI services across Adobe’s clouds. Adobe has a decade-long history of AI technology, delivering hundreds of intelligent capabilities through Adobe Sensei into applications.
Features like neural filters in Photoshop, content aware fill in After Effects, attribution AI in Adobe Experience Platform as well as liquid mode in Acrobat enable Adobe customers to create, edit, measure, optimize and review content.
“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, Adobe.
“With Firefly, Adobe will bring generative AI-powered ‘creative ingredients’ directly into customers’ workflows. It will increase productivity and creative expression for all creators from high-end creative professionals to the long tail of the creator economy.”
Adobe Firefly Details
Adobe is enabling Firefly to give creators “superpowers to work at the speed of their imaginations.” With Firefly, everyone who creates content—regardless of experience or skill—can use their own words to generate content the way they envisioned it, with greater speed. Moreover, the content includes images, audio, vectors, videos and 3D as well as creative ingredients like brushes, color gradients and video transformations.
Firefly will also permit them to quickly produce limitless variations of content and make changes, again and again—all on brand. In addition, Adobe will integrate Firefly directly into its tools and services. Consequently, users can leverage generative AI within their existing workflows.
Adobe also launched a beta for Firefly that showcases how creators of all experience and skill levels can generate images and text effects. Through the beta process, the company will engage with the creative community as it evolves this technology and integrates it into applications.
The first applications that will see Adobe Firefly integration are Adobe Express, Adobe Experience Manager, Adobe Photoshop as well as Adobe Illustrator.
Designed for Safe Commercial Use
What’s more, Firefly will comprise multiple models tailored to serve customers with a wide array of skillsets and technical backgrounds, working across different use cases.
Adobe’s first model, trained on Adobe Stock images, openly licensed content and public domain content where copyright has expired. It will focus on images and text effects to generate content safe for commercial use. 
Adobe Stock’s licensed images will help ensure Adobe Firefly won’t generate content based on other people’s or brands’ IP. Future Firefly models will also leverage a variety of assets, technology and training data from Adobe and others.
Customer-Centric Models
Adobe is developing generative AI to support creators in benefiting from their skills and creativity. For instance, it will help creators work more efficiently. In a recent Adobe study, 88% of brands said content demand at least doubled over the last year. Additionally, two-thirds expect it to grow five times over the next two years.
Adobe is aiming to leverage generative AI to ease this burden with solutions for working faster, smarter and with greater convenience. This will include the ability for customers to train Adobe Firefly with their own collateral. As a result, they can generate content in their personal style or brand language.
In addition, Adobe’s intent is to build generative AI in a way that enables customers to monetize their talents. The company is developing a compensation model for Adobe Stock contributors. It will share details of this once Adobe Firefly is out of beta.
Further, Adobe is 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 also pushing for open industry standards using CAI’s open-source tools that are freely developed through the nonprofit Coalition for Content Provenance and Authenticity (C2PA). These goals include a universal “Do Not Train” Content Credentials tag in the image’s Content Credential. Consequently, creators can 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.
Finally, Adobe is planning to make Adobe Firefly available via APIs on various platforms. As a result, customers will be able to integrate Firefly into custom workflows and automations.
