Adobe Announcements: Firefly AI & much much more!

The world has been abuzz recently with news of generative AI. Even though artificial intelligence has existed in some form for decades, marketers and eCommerce pros need to pay attention to the ongoing seismic shifts in this growing segment. This is important, especially if you are an Adobe customer.

Because Shantanu Narayen, Chairman and CEO of Adobe, stole the show at their company’s annual Adobe Summit by announcing they’re entering the AI race, joining Microsoft, Google, and others by introducing a new family of generative AI models called Firefly.

Firefly is a new group of generative AI models focused on creating images, video, and text effects. Firefly uses generative AI with graphics tools like brushes, color gradients, and video tools to speed up production and make it easier for creators to produce high-quality content.

“Our belief is that generative AI will enhance human ingenuity, not replace it,” said Narayen; he also added, “Over time, AI will help us reimagine every aspect of marketing.”

At launch, Adobe refers to Firefly as a Beta and will only be available through a website. But eventually, Adobe plans to tightly integrate generative AI tools within its suite of creative apps, like Photoshop, Illustrator, and Premiere, for your team to take advantage of.

This addition to their suite of offerings is a big deal for Adobe. The company sits at the center of the creative app ecosystem, and over much of the past year, it’s stayed on the sidelines while newcomers to the creative space began to offer powerful tools for creating images, videos, and sound for next to nothing.

The Adobe Summit also saw the launch of Sensei GenAI, natively embedded into the Adobe Experience Platform. However, it was not immediately clear how this would enhance the platform’s existing Sensei AI capabilities. Again, the aim seems to allow users to work with generative AI capabilities within Adobe Experience Cloud. In addition, Adobe also announced Adobe Mix Modeler, a new dashboard giving a cross-channel view of campaign performance, allowing real-time optimization of channel spend.

Let’s take a look at the bigger picture of this announcement from Adobe and what it means for you, its customer base, and what other Adobe Commerce features are currently available to help you optimize performance.