Adobe launches new image-generating AI tool

The generative AI boom has helped new players like Midjourney and Stable Diffusion appeal to Adobe's base of customers, such as creative professionals who use Photoshop software.

The San Jose, California-based company responded by aggressively developing its own technology and integrating it into its existing portfolio of apps. It also assured customers that the images it generated were legal.

adobe firefly text to image generative ai.jpg — Adobe said users have used its tools to create a total of 3 billion images, with one billion in September 2023 alone.

Meanwhile, the new tool announced on October 10 called “Creative Fusion” works alongside the basic principle of generating images based on text prompts, with a feature that allows users to upload 10 to 20 photos as a reference base for the output product.

Ely Greenfield, Adobe's director of digital media technology, said the company aims to allow major brands to upload images of products or characters, then use generative technology to automatically create hundreds or thousands of images, serving different requirements such as websites, social networks, advertising or print.

“Until a few months ago, it was still a manual process, from the capture to the processing of the image,” Greenfield said. “A portion of the industry will move to virtual photography, where you create images using computers. Maybe not all of it, but a large part of it will. People will still be taking the traditional shot or creative work, but then they can apply generative technology to the final product.”

Also on October 10, Adobe released a vector graphics tool that is easily resizable and is often used in logo and product label design as well as other marketing tasks.

(According to Reuters)

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