Adobe set up Firefly to sidestep legal and social problems that AI poses.įor example, three artists sued Stability AI and Midjourney in January over the use of their works in AI training data. Legal engineeringĭeveloping good AI isn't just a technical matter. Other Picasso customers include photo licensing companies Getty Images and Shutterstock. Chip designer Nvidia on Tuesday announced that Adobe is using its new H100 Hopper GPU to train Firefly models through a new service called Picasso. Training AIs isn't easy, but it's getting less difficult, at least for those who have a healthy budget. Indeed, Microsoft on Tuesday incorporated Dall-E technology with its Bing Image Creator service. If Adobe didn't offer generative AI abilities, creative pros and artists would get them from somewhere else. For example, Firefly eventually could let people use Adobe tools to tailor designs to individuals instead of just creating one design for a broad audience, said Alexandru Costin, vice president of Adobe's generative AI work. Like other AI fans, though, Adobe sees artificial intelligence as the latest digital tool to amplify what humans can do. With AI showing new smarts when it comes to translating documents, interpreting tax code, composing music and creating travel itineraries, it's not irrational for professionals to feel spooked.

The company hasn't revealed its pricing approach for the new tools.Ĭreative professionals might see Firefly as an incursion into their creative domain, going beyond mechanical tools like selecting colors and trimming videos into the heart and soul of their jobs.

Firefly for now is available on Adobe's website, but the company will build generative AI directly into other tools, starting with its Photoshop image editing software, Illustrator for designs and Adobe Express for creating quick videos.

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