Adobe reveals new AI tools to be integrated natively across its product suite

Adobe will rollout a number of new Artificial Intelligence (AI) tools and solutions set to integrate across its product suite, announced at this week’s Adobe Summit in Las Vegas.

Adobe Firefly, which the software company describes as “a new family of creative generative AI tools” will launch as a part of a series of new Adobe Sensei generative AI services across Adobe’s clouds.

First focused on the generation of images and text effects, Firefly will integrate into Creative Cloud, Document Cloud, Experience Cloud and Adobe Express workflows where content is created and modified. Adobe Photoshop and Adobe Illustrator will also be among the first applications to benefit from Firefly. 

“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, increasing productivity and creative expression for all creators from high-end creative professionals to the long tail of the creator economy.”

Firefly is promised to allow content creators, regardless of experience or skill, to use their own words to generate content the way they imagine it, from images, audio, vectors, videos and 3D to creative ingredients, like brushes, color gradients and video transformations. The tool can produce limitless variations of content quickly, with the Beta platform live from today.

Firefly will form part of a broader investment into AI, with Adobe’s also adding new Sensei GenAI services that will leverage multiple large language models (LLMs), like ChatGPT, within the Adobe Experience Platform.

“Adobe has a long history of unlocking AI as a co-pilot for marketers, and we have a vision for generative AI that covers the full lifecycle of customer experience management, with the enterprise-grade security and data governance that our customers expect,” said Amit Ahuja, senior vice president, digital experience business, Adobe. “Business growth is driven by customer experiences, and generative AI is a transformative, foundational technology that will impact every aspect of how brands connect with their customers.”

Sensei GenAI will act as a “co-pilot” for marketers, helping to increase productivity without increasing workload. The new features will first be natively integrated in applications including Adobe Experience Manager, Adobe Journey Optimizer, Adobe Real-Time Customer Data Platform, Customer Journey Analytics and Marketo Engage, supporting use cases from planning and asset creation to personalization and customer journey management.


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