M+E Connections

Adobe Unveils More AI Features and Technology on Eve of IBC

On the eve of IBC2023 in Amsterdam, Adobe introduced several new features using artificial intelligence (AI).

“A major focus for our team over the last year has been connecting with the members of our video community,” Meagan Keane, director of product marketing for Adobe’s Pro Video Strategy, told reporters during a recent virtual media briefing.

“We’ve been hitting the road, meeting with editors, motion designers and executives, both one-on-one, as well as gathering people together at in-person events and summits to solicit feedback,” she said.

“We’ve been to nine cities around the world in the last six months alone and also we’ve held many virtual  feedback sessions in between. We met with more than a thousand users this year alone,” and gathered a lot of strong feedback along the way, she added.

Over 20 features have now been released by Adobe to directly respond to those user requests, she said.

Among the major Adobe news on Wednesday, the company announced the launch of the new Firefly web application, calling it a “playground for exploring AI-assisted creative expression.”

The launch followed what Adobe said was a “successful six-month beta,” adding Firefly-powered capabilities are now “deeply integrated into creative workflows across Adobe Creative Cloud, Adobe Express and Adobe Experience Cloud and available for commercial use.”

Meanwhile, Firefly’s “foundational generative AI models for images, text effects and vectors support text prompts in over 100 languages and enable users around the world to create stunning content that is designed to be safe for commercial use,” Adobe said.

Adobe Firefly-powered features are now available in several Creative Cloud apps, including Generative Fill and Generative Expand in Photoshop, Generative Recolor in Illustrator and Text to Image and Text Effects in Adobe Express.

Those “native integrations deliver more creative power than ever before to customers, empowering them to experiment, ideate and create in completely new ways,” the company said.

Adobe plans to “continuously bring Firefly-powered features into more Creative Cloud apps and workflows for photography, imaging, illustration, design, video, 3D and beyond,” it said.

Adobe is also introducing a new credit-based model for generative AI across Creative Cloud offerings with a goal of enabling adoption of new generative image workflows powered by the Firefly Image model, it said.

Starting Sept. 13, the Firefly web application, Express Premium and Creative Cloud paid plans include an allocation of “fast” Generative Credits, tokens that Adobe said enable customers to turn a text-based prompt into image and vector creations in Photoshop, Illustrator, Express and the Firefly web application.”

Once the plan-specific number of “fast” Generative Credits is consumed, subscribers may continue to generate content at slower speeds, or buy additional “fast” Generative Credits via a Firefly paid subscription plan, according to Adobe. Starting November 2023, Adobe plans for users to be able to buy additional “fast” Generative Credits through a subscription pack.

Adobne also introduced a new, AI-powered Creative Cloud release with the commercial availability of its generative AI capabilities natively integrated throughout Adobe Creative Cloud in apps including Photoshop and Illustrator.

But the new features will cost more. “To reflect the increased value and costs associated with generating content with AI models,” Adobe said that, starting Nov. 1, the price of specific Creative Cloud plans will increase in North America, Central America, South America and Europe.