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Enterprise Firefly from Adobe

Adobe announced today that enterprise customers can customize its Firefly generative image generator with their own branded assets. In addition, enterprise users will be able to access Firefly from Adobe Express, formerly Adobe Spark.

“Enterprise leaders expect content demands to increase by five-fold over the next two years, making it imperative for them to drive efficiencies internally,” said David Wadhwani, president, Digital Media Business at Adobe. “This new enterprise offering empowers users of any skill level to instantly turn ideas into content with Firefly, while tapping into Express and Creative Cloud to quickly modify assets and deliver standout designs.”

Two weeks ago, Adobe added Firefly to Photoshop, where it has been used over 150 million times. Adobe, like other tech giants, is quickly integrating these new features into its products.

Since Firefly launched, Adobe has relied on its commercially safe images. It’s training the model on images from its stock imagery marketplace, openly licensed images, and public domain content, so it has the rights to all of them and doesn’t have to scrape the web and deal with copyright issues. However, the model’s image output is limited. Commercial safety may outweigh flexibility in the enterprise. Adobe will insure businesses that use Firefly-generated images.

Firefly is now in Adobe Express, Creative Cloud, and the standalone web app.

Adobe’s Sensei GenAI platform launched several other generative AI-powered services today in addition to these Firefly announcements. Adobe’s Sensei GenAI models use multiple large language models, including OpenAI through Microsoft Azure and the Google-incubated FLAN-T5 model. Firefly focuses on images.

The beta generative AI-based marketing copy generator for Adobe Experience Manager and Adobe Journey Optimized is perhaps the most intriguing use case. Brands can edit, rephrase, and summarize their marketing copy by choosing their tone of voice. Marketing copy and SEO content are generative text generators’ lowest-hanging fruit (maybe because readers’ expectations are already low?). Brands can use their data to tune the model to generate on-brand content.

Customer Journey Analytics now supports natural language queries and automatically captions charts and graphs. A new chat tool will give brands “an automated way to interact with prospects who engage online, addressing questions on products while assisting sales teams with custom responses and summarized interactions” in Marketo Engage.

Adobe is helping “hundreds of brands” like Mattel, IBM, and Dentsu adopt these AI-powered tools.

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