Adobe and Salesforce expand powerful AI tools in their AI briefing while tech CEOs visit Congress

Written By: Aniqa Batool
Last Updated On: January 28, 2024

Adobe and Salesforce expand AI tools in their AI briefing while tech CEOs visit Congress.

Adobe last week moved its Firefly AI platform from beta to public availability across Adobe’s Creative Cloud and Experience Cloud. The new Photoshop and Illustrator tools will allow users to employ AI tools to recolor photos, add or delete images, and do other tasks. Meanwhile, other programs such as Premiere Pro and After Effects will get new AI tools and features such as text-based editing to remove filler words and background noise.

Along with the creative AI tools, Adobe released “content credentials,” which insert tamper-evident metadata into Firefly-generated content to demonstrate when photos are made or altered with AI tools. The information will not reveal any personally identifiable information, but it will include an output thumbnail, who granted the credential (Adobe), a summary of the content, which app or device was used, the AI tools that created the image, and activities made during the editing and creation process.

“It’s not as if people are using generative AI tools to create bespoke [images and videos],” Adobe’s VP of product marketing Deepa Subramaniam told Digiday. “They’re frequently taking human-taken source materials, such as a photo on your phone or your photography hard drive, and then using generative technology as an edit on top of that.” The content editing certificate makes this distinction evident.”

According to Adobe, Firefly has been used to generate more than 2 billion photos since its introduction in March, with roughly 1 billion generated in just the last month. (The company also highlighted the new tools as one of the reasons for a 10% increase in membership prices, which will go into effect in November.)

Along with the new AI features, Adobe unveiled a new approach to compensate stock photo providers when their work is used to train Firefly. Bria AI tools, a much smaller firm financed by Getty Photos, unveiled earlier this month a means to compensate content creators when AI tools generated photos are created using data from their content.

A bipartisan AI bill recently presented in Congress has already received some support. The Centre for AI and Digital Policy backed the U.S. AI Act this week, which intends to develop a framework for AI tools regulations in the United States. (In related news, Nvidia, Palantir, and IBM have joined the White House’s previously announced AI Bill of Rights promise.)

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