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Adobe debut AI services at Adobe Summit

For the first time since 2019 Adobe Summit returned to Las Vegas in a hybrid format, with both in-person and online attendance options.

Notable speakers and industry leaders at the Summit included screenwriter and director Aaron Sorkin, comedian and actress Tig Notaro, Eli Lilly CEO Dave Ricks, Prudential Financial CMO Susan Somersille Johnson, and AMD Chair and CEO Lisa Su.

At Adobe Summit 2023, a variety of product innovations were introduced across both Adobe Experience Cloud and Adobe Creative Cloud. Adobe Sensei GenAI services debuted. These include Adobe Firefly, a collection of creative generative AI models initially focused on generating images and text effects. As well as new AI advancements throughout Adobe Experience Cloud which will enable the end-to-end automation of marketing workflows.

Adobe Debuts Sensei GenAI Services

David Wadhwani, President of Digital Media at Adobe, revealed the beta release of Adobe Firefly in the conference’s opening keynote Tuesday morning. He described it as “a family of Adobe’s own generative models specifically created for content generation for creative output.

Adobe Firefly services will be natively integrated into Adobe Experience Cloud, serving as a co-pilot for marketers. Sensei GenAI will utilise several large language models (LLMs), such as Microsoft Azure OpenAI and FLAN-T5, within Adobe Experience Platform, depending on the specific business requirements.

In the coming weeks vectors and in-painting, out-painting, video and 3D content is in the pipeline. He invited the public to sign up for the beta and provide feedback.

Both Firefly and Sensei GenAi services will be natively integrated into Adobe apps — whether it’s Adobe Experience Manager, Marketo or analytics — Adobe noting that native integration is more efficient and productive than having to use a third-party service.

Anil Chakravarthy, President of Adobe’s Digital Experience, said, “As the digital economy continues to expand, successful growth will come from connecting the complete customer experience – from acquisition to engagement and retention. Our newest Adobe Experience Cloud innovations uniquely connect customer experience creation and management, allowing brands to scale efficiently, unify, and personalise digital experiences across surfaces, resulting in sustainable experience-led growth.”

To ensure transparency, Adobe intends to label all content produced by Firefly as “AI generated content” to indicate its origin. The company is introducing a “Do Not Train” tag, which enables creative professionals to embed the tag in their content, indicating that they do not wish for Firefly to use it for training.

Additional product innovations

At the Summit, Adobe introduced several additional product innovations:

Adobe Product Analytics in Adobe Experience Cloud offers a unified view of customer journey insights across marketing and product, redefining the product analytics category. This allows teams focused on customer experiences to work together seamlessly across an organisation.

The new release of Adobe Experience Manager (AEM) revolutionises the Content Management System category. With simplified tools such as popular word processing or spreadsheet tools, teams can easily update company websites and mobile apps. Next-generation AEM will accelerate content management by lowering technical barriers. The new AEM uses Adobe Sensei AI to analyse how different attributes of content impact performance among audiences, recommending changes that resonate more with viewers.

Adobe Content Supply Chain is the industry’s first comprehensive solution that connects planning, production, delivery, and analysis, empowering teams to develop more effective content in less time. By integrating applications, services and workflows across Adobe Creative Cloud and Adobe Experience Cloud, the solution drives efficiencies and significant cost savings while delivering experience success. 

Adobe Express for Enterprise brings Creative Cloud’s innovative and accessible tools into a universal creative solution for marketers and enterprise leaders. This new solution enables anyone, regardless of their creative skill level, to easily create, collaborate, and share branded content. New integrations between Adobe Express and Adobe Experience Manager Assets streamline end-to-end content workflows, facilitating more unified content development and marketing processes.

To watch the Adobe Summit keynotes online, with more than 200 sessions available on-demand head here. Speakers include Shantanu Narayen, Chairman and CEO of Adobe and Anil Chakravarthy, President of Digital Experience at Adobe.