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With Firefly Image 3, Adobe aims to integrate more AI tools into different apps

With Firefly Image 3, Adobe aims to integrate more AI tools into different apps


One year and 7 billion images later, Adobe's new version of Firefly is now expanding across its design spectrum.

Adobe yesterday released the third generation of Firefly AI image models to power new capabilities for image creation and generation. Firefly Image 3, announced at Adobe Max London, includes a variety of new features for apps used in Photoshop and InDesign, but will also be included in the new beta version of his standalone Firefly web app .

Firefly Image 3 brings major qualitative updates, including photorealistic images, and Adobe is also adding tools for both new users and professionals. In addition to new text-to-image tools that let you create images in seconds, other features in Photoshop include how to generate backgrounds, replace objects in images, and let Firefly tell you what to create. including how to use reference images.

Marketing experts think the new AI model's capabilities are impressive, but Adobe's critical mass and gravity could provide additional benefits. Marketing experts also believe the update could help lower the barrier to entry for regular users, as well as make professionals' jobs faster and easier. That's what Adobe is hoping for, too.

Erin Boyce, Adobe's senior director of product marketing for Photoshop, said the shortened learning curve has helped attract new customers to Adobe's products. Photoshop saw a 30% year-over-year increase in new Photoshop subscriptions, but she said the majority of people who visit the Fireflys website are completely new to Adobe.

Boyce said that when new customers open Photoshop and open a new file, they are faced with a large blank canvas and have no idea where to start. Get started right away with simple text prompts. For professionals, this is a great way to come up with ideas directly in Photoshop, go from initial idea through iteration, and into the editing process where you do all the work.

Since its debut a year ago, Firefly has generated 7 billion images, according to Adobe. While Adobe is rolling out a number of new features across a variety of apps, we've also worked to improve the reliability of how we train our AI models. The company claims that it ushered in new content authenticity standards and that Firely was trained using only licensed images. However, recent reports have pointed out that some of the images used to train Firefly come from Midjourney, which is facing a lawsuit for scraping content on the internet without permission.

Adobe's news is just one of many recent updates from various generative AI image platforms. Startups like Stability AI and Leonardo AI are adding new tools and ways to access their platforms, with Stability debuting new APIs for Stable Diffusion 3 models and Leonardo expanding its business customer base with enterprise APIs. We are paying attention to. Meanwhile, Canva recently acquired professional layout software startup Affinity, Google Ads introduced a way to use AI images in demand generation campaigns, and Meta AI's Metas update includes instant creation of images and animations. Contains how to.

While Firefly 3 helps improve image quality, advertisers and analysts say Adobe's strategy to integrate Firefly 3 across its app ecosystem favors adoption. In addition to having a large base of enterprise customers, Adobe's familiar UX will drive adoption of new tools using generative AI.

Gartner analyst Nicole Green said marketers are forgetting to inject generative AI into their strategies and are focusing on AI as a series of technology developments. That's the risk of bringing generational AI to a function that just has new points and features and capabilities, and not saying, “What do we already have?”

Greene said Adobe's integration of content credentials and use of licensed images are helping it appeal to enterprise customers, adding that both factors have become something of a stake. And while many marketers are still reluctant to use AI to generate entire images, tools like GenerativeHiFi are attractive.

In a recent Gartner survey of 300 marketers, 47% said they had generated images within the past six months. But the benefits also bring existential risks. 47% said using AI tools has saved them time and increased their creativity, but 87% are concerned about how AI might replace their roles. It also says that there are.

Even if an agency's designers use tools from Adobe or Midjourney to help with the concept, AI-generated images aren't always incorporated into ads, at least for now.

One of the primary ways generative AI impacts government agencies is through workflow automation and optimization. Ly Nguyen, head of creative at Movement Strategy, adds that tools like Firefly can help create large amounts of content for clients, which is especially important for agencies that are still in the process of scaling. I did. As an example, you can use Firefly to remove or change the background of hundreds of images with the push of a button.

There is a threshold, or a certain point, for people to work sustainably, Nguyen said. Once you start liking large amounts of work, it becomes unwise to have someone else perform such tasks manually.

Firefly and other tools are part of a broader set of tools used by government agencies to do more than just create AI images from text. Brian Brown, Razorfish's senior vice president and creative innovation lead for the U.S., said many of the companies' generative AI capabilities overlap, but some are better at certain tasks than others. . For example, some people have different aesthetics, some are better at automation, some are better at creating certain types of content, and some are better at personalization.

When it comes to evaluating new tools, Brown says it comes back to automation. Could this make us more efficient or make us more creatively powerful in ways that nothing else currently does?




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