Competition is unfolding in two ways – while Adobe products face challenge from text-to-image applications, human creative roles are themselves being disrupted
In a single stroke, Generative Artificial Intelligence has rudely shaken up the creative industry’s undisputed icon, Adobe. While companies like Canva have enmeshed Generative AI in their suite of solutions that offer everything from auto-generating text to test-to-image creation capabilities, Bing has unleashed a powerful creative tool that can create incredibly flawless images from text prompts. Competition for Adobe is unfolding in two ways – the company’s products are facing a tough fight from text-to-image applications, and creative people, who have been Adobe loyalists are themselves being disrupted by these new tools. The company is likely to lose customers and its customers could see their careers vanish.
Canva emerges as a serious threat
At this point in time Canva has emerged as an extremely serious threat to Adobe. It has become an indispensable tool in the creative professional’s arsenal. For instance, Magic Write launched late last year inside Canva Docs as a way to generate words from a prompt. Now, four months later, Magic Write is available inside any Canva project you might be working on. All you do is tap where you’d like the copy to go, and type a few words to explain what you had in mind.
The same is true for a feature called Magic Edit, which creates images from prompts instead of text; Magic Eraser, which makes unwanted objects disappear; Magic Design, which instantly processes an uploaded image into a variety of possible contexts (like posters or brochures); and Magic Presentation, which transforms a prompt into a slide deck.
Adobe has decided to counter-attack by equipping its customers with new creative tools to stay relevant, and concurrently take the fight into intellectual property arena. Its theme is Transparency Builds Trust. It has chosen to focus on the need for transparency about the content that generative AI models produce.
The company has also introduced Adobe Firefly, Adobe’s new family of creative generative AI models, and unveiled the beta of its first model focused on the generation of images and text effects designed to be safe for commercial use. These services will be integrated with Adobe Experience Manager, Adobe Journey Optimizer, Adobe Customer Journey Analytics, Marketo Engage, and Adobe Real-Time Customer Data Platform. By hosting select Adobe Firefly models on NVIDIA Picasso, customers can benefit from optimised performance and high-quality digital assets that meet their expectations.
Firefly family of creative generative AI models also emphasises ethical use of data as its core marketing pitch. Firefly is trained on Adobe Stock images, openly licensed content, and public domain content where copyright has expired. Training on curated, diverse datasets inherently gives your model a competitive edge when it comes to producing commercially safe and ethical results. This is aimed at the challenges over IP being faced by others.
It is common knowledge that Canva, Bing, Google, OpenAI, Microsoft and others competing in the Generative AI space have opened up Intellectual Property (IP) rights issue around the data these companies are using to train the AI models. This is the soft underbelly of Generative AI that Adobe has decided to target.
Giving creators’ the right to tag ‘do not train’
Creators want control over whether their work is used to train generative AI or not, is what Adobe rightly believes. For some, they want their content out of AI. For others, they are happy to see it used in the training data to help this new technology grow, especially if they can retain attribution for their work. Using provenance technology, creators can attach “Do Not Train” credentials that travel with their content wherever it goes. With industry adoption, this will help prevent web crawlers from using works with “Do Not Train” credentials as part of a dataset. Together, along with exploratory efforts to compensate creators for their contributions, we can build generative AI that both empowers creators and enhances their experiences.
About four years ago, Adobe founded the Content Authenticity Initiative to build this solution in an open way so anyone can incorporate it into their own products and platforms. There are over 900 members from all areas of technology, media, and policy who are joining together to bring this solution to the world. And for generative AI specifically, Adobe automatically attach Content Credentials to indicate when something was created or modified with generative AI. That way, people can see how a piece of content came to be and make more informed decisions about whether to trust it.
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