Adobe Declares: Embrace AI or Else!

"Our goal is to make our customers successful, and we think that in order for them to be successful, they need to embrace the tech."

Author

Jonas Ngoenha
November 05, 2024 • Reading Time: 3 minutes

The Story: Adobe is leaning heavily into generative AI tools across its product offerings, urging creators to embrace this technology despite a vocal opposition from some artists. The company's executives assert that success in the creative space will depend on adopting AI innovations rather than resisting them, marking a significant pivot in the creative industry.

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We have older versions of our products that don’t use gen AI, but I wouldn’t recommend using them. Our goal is to make our customers successful, and we think that in order for them to be successful, they need to embrace the tech.

Alexandru Costin, vice president of generative AI at Adobe

The Details:

  • Generative AI features are now embedded in popular Adobe applications like Photoshop and Premiere Pro, with no plans for alternate non-AI versions.

  • VP Alexandru Costin emphasizes that artists who resist incorporating AI into their work may find it difficult to thrive in the evolving creative landscape.

  • Adobe acknowledges backlash against its pro-AI stance, particularly when it previously allowed background AI training using user content, yet updated terms of service aim to address these concerns.

  • Popular AI features like generative fill allow users to enhance images by generating content based on descriptive prompts, while new video tools enable the manipulation of dynamic elements.

  • Adobe's integration of AI tools aims to relieve creatives from tedious tasks, providing them with more time for the actual creative process.

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We’ve always innovated with conviction, and we believe in the conviction of what we’re doing here. People will either agree with that conviction or they won’t, but we think our approach is the one that wins frankly in the short term, but certainly in the long term.

Adobe’s President of Digital Media, David Wadhwani

Why It Matters: This shift towards AI integration highlights a broader transformation in the creative industry that Adobe champions. While many creators value traditional methods, the rapid demand for content presents a dual challenge: embrace AI to stay competitive or risk obsolescence. As generative AI changes how work is produced, knowing how to leverage these tools could dictate future success in the creative economy, presenting both threats and opportunities for professionals at all levels.

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