tech
Adobe's Big AI Week: Firefly, Disney, Semrush, LinkedIn
Adobe has spent two years bolting AI onto its software. This week it tried to become the AI layer underneath everything creative and marketing, in five announcements stretched across three days.
TL;DR
- Adobe integrated its Firefly AI Assistant into Photoshop, Premiere, Illustrator, InDesign, and Frame.io, allowing users to interact with AI via a chatbot-style sidebar.
- The Firefly creative AI studio introduced a new 'Elements' feature for saving and reusing characters and locations, and 'Projects' for asset management.
- Adobe partnered with Walt Disney Imagineering to develop custom generative AI models trained on Disney's design catalog, focusing on IP fidelity and brand consistency.
- Brand Visibility, a new product leveraging Semrush, was launched to track brand mentions across major AI chatbots like ChatGPT and Microsoft Copilot.
- Adobe expanded GenStudio with a version for commerce media networks, incorporating synthetic data and AI-modelled audiences for ad testing.
- Adobe and LinkedIn launched AI Essentials for Marketers, a set of free LinkedIn Learning courses to address the growing demand for AI literacy in marketing roles.
- A central message across Adobe's announcements is that AI is designed to augment, not replace, human creativity and decision-making.