Adobe expanded GenStudio with new AI tools and integrations, outlined custom Firefly tools so customers can add brand knowledge, and added Creative Cloud and Experience Cloud enhancements with the aim of solving the AI last mile issue for enterprises.
When it comes to marketing, content production and brand experiences, Adobe is looking to address how it's easier to create and come up with ideas, but struggle to scale quality and be brand safe.
The other takeaway from Adobe's slew of announcements from Max is that the company's AI strategy is less about layering on AI as much as it is adding throughout its platforms.
Adobe's expansion of GenStudio highlights the strategy.
The company said Adobe GenStudio will see new AI capabilities including GenStudio for Performance Marketing, Firefly Creative Production, Firefly Services and Firefly Custom Models. Adobe also launched Adobe Firefly Foundry, which provides access to Adobe, to create proprietary generative AI models, and Firefly Design Intelligence, a tool co-created with The Coca-Cola Company to scale brand compliance.
Varun Parmar, general manager of Adobe GenStudio and Firefly Enterprise, said the unified platform brings together AI and marketing workflows where "teams can assemble, activate and optimize content for any channel all in one place."
Here's a look at what Adobe announced at Max as part of the GenStudio expansion.
- Firefly Custom Models, which gives enterprises the ability to train Firefly on select images to create custom brand content for marketing use cases. Firefly Custom Models rides along with Firefly Foundry, a set of services to give companies the ability to create exclusive models.
- Adobe Firefly Foundry provides the ability to generate AI models that are trained on existing IP and tuned. Adobe Firefly Foundry models can support all asset types including images, video, audio, vector and 3D for use in marketing and media workflows.
- Firefly Creative Production for Enterprise expands the web app to resize and reframe assets with reusable production workflows, integrations with Adobe Experience Manager Assets and Frame.io.
- Adobe Content Production Agent, a genAI app for scaling on brand ads, emails and other content across channels. The agent is available in bet in GenStudio for Performance Marketing.
- Adobe Firefly Services, a set of APIs for creative workflows. The Content Authority API, in beta, embeds digital credentials that are verifiable.
- GenStudio for Performance Marketing now integrates with major advertising platforms including Amazon Ads, Innovid, Google, LinkedIn and TikTok.
For creatives, Adobe outlined the following:
- Firefly Boards enhancements with Presents and Generative Text Edit.
- Firefly Generate Soundtrack and Generate Speech for long and short form videos.
- A new Firefly Video Editor that's lightweight.
- Creative Cloud gets Firefly Image Model 5 that features 4MP photorealism, natural language and layer-based editing.
- Creative Cloud gets more than 100 improvements including a preview of Photoshop AI Assistant and Project Moonlight.
- New partner models from ElevenLabs and Topaz and access to Google and OpenAI models.
