• by Laurie Sullivan  @lauriesullivan, October 14, 2024

Adobe has released AI tools that advertisers and creators can use to build and modify videos, as well as produce videos from prompts and existing images.

Other tools were released for a variety of processes such as connecting creators with marketers -- all with the goal of speeding up the process and making it easier to produce content and ads.

The tools were unveiled today at the company's annual product conference, which this year is being held in Miami. 

During the past several years, Adobe has focused on integrating AI into its products and features.

Announcements and highlights span from FireFly's work with Mattel and Gatorade to the generative video model for commercial use integrated into Adobe Premiere, and many more.

Alexandru Costin, vice president of generative AI at Adobe, explained the features prior to Monday's announcement. He explained how Adobe trained the FireFly AI models on stock data, not on customer or internet data.

Firefly also can produce videos with text, which many AI image generators have struggled to produce. There are toggle camera pans, the intensity of the camera’s movement, angle, and shot size.

Video and audio generated by generative AI has become a major focus of companies. Adobe has made it possible for users to extend video clips to match the soundtrack and images.

The feature can generate an extra beat in a scene, continuing camera motion and the subject’s movements. The background audio extender does not yet recreate voices or music.

Varun Parmar, general manager of GenStudio at Adobe, introduced products to support the creative process between creatives and marketing teams. He said "the main hurdle they face today is the need for more content, faster."

In an Adobe survey of 2,800 marketers conducted earlier this year, nearly two-thirds said they believe the demand for content will grow by at least 5 times. 

The increase in content is driven by consumers expecting a better experience, but many marketers and advertisers still have inefficient supply chains in terms of planning, content development, and resources. 

On Monday, Adobe launched GenStudio for Performance Marketing, the latest feature in the platform that will let marketers distribute new content across channels in minutes.

The generative AI application for brands and agencies will speed up the delivery of global advertising and marketing campaigns, changing the way ads are made.

It provides a way for brands and agencies to deliver content based on specific standards and then determines why the content works or does not work through a workflow that connects creative and marketing teams -- considering a brand's voice guidelines, and images or channel requirements.

Partnerships with advertising platforms include Microsoft Advertising, Google Campaign Manager 360, Meta, TikTok and Snap. 

Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP are working closely with Adobe to build out the system and support their clients. 

GenStudio for Performance Marketing is the latest application for brands and agencies within Adobe GenStudio, Adobe’s solution that optimizes process planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences.

Support includes applications across Adobe Experience Cloud and Adobe Creative Cloud such as Adobe Workfront, Frame.io, Adobe Firefly Services, Adobe Firefly Custom Models, Adobe Express, Adobe Experience Manager and Adobe Content Analytics.