By Marty Swant

Months after debuting its generative AI engine Firefly, Adobe — with updates announced yesterday — is hoping to drive more adoption across a range of users, from marketers to everyday enthusiasts.

In addition to AI-created images and videos, Adobe will also begin letting companies generate text for social media, marketing campaigns and other materials such as flyers and logos. Some features will be available through a new subscription-based platform called Adobe Firefly for Enterprise, as well as a free beta version of Adobe Express, which is currently a desktop platform ahead of a mobile version “coming soon.”

The updates, announced during Adobe Summit EMEA, come as the generative AI space gains more momentum, with tech giants and startups alike racing to add new features that are being tested and adopted by large and small brands alike. So far, “hundreds” of brands and agencies — including IBM, Mattel and Dentsu — are generating content with Firefly, according to Adobe, which said it has already generated more than 200 million images for beta users since March. Adobe has also added a way for users to custom-train Firefly with their branded assets to generate content based on a company’s brand guidelines and existing creative materials.

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Source:: Digiday

Author: Aaron