Adobe Brings Generative AI Firefly To Businesses And Beginners

Adobe revealed platforms on Thursday integrated with its Firefly generative artificial intelligence (GAI) tool aimed at creating content for a variety of reasons, from consumers and students to creative teams and enterprises. 

One tool announced Thursday is designed to help companies fulfill a growing demand for content creation. Another is a public beta of Adobe Express, an all-in-one app to design and share a range of social-media posts, videos, photos, PDFs, flyers, logos, and more.

While Adobe Creative Cloud apps like Photoshop, Premiere Pro, and Lightroom focus on creative professionals, Adobe Express is designed to cater to users of all skill levels, including beginners.

Ian Wang, head of product for Adobe Express, said the app is intended to empower any type of content creator. “It supports linked content with Photoshop or other Adobe apps,” he said, adding a story about how he and his son used text prompts to create "a little green monster."

Calling it a “game changer” for workflows, he pointed to several improvements, such as the ability to turn static content into animation or add glitter in the image.

The app is an all-in-one editor across the areas of design, video and images, as well as the largest collection of high-quality assets and template. It also integrates Adobe Firefly GAI. With the integration of Firefly, the offering is trained on a unique dataset. The public beta becomes available in desktop today, coming soon to mobile devices.

The company on Thursday also announced Adobe Firefly for Enterprise.

This tool will allow employees across companies to generate images or copy from text-based descriptions to use in several ways, such as marketing collaterals and campaigns, social media promotions or presentations.

Adobe is expected to report positive Q2 2023 results on June 15, continuing the momentum seen at the start of the year, according to RBC Capital Markets. The analyst firm points to digital media as an “upside” to company revenue, while the experience cloud should be monitored.

“While we expect results to be a positive, investor focus remains on two themes, generative AI and the pending close of Figma,” the analyst wrote. “We maintain our OP rating and raise our PT to $460 on peer multiple expansion.”

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