The generative AI boom has helped new players like Midjourney and Stable Diffusion capture Adobe's customer base, such as creative professionals who use Photoshop.
The San Jose, California-based company has responded by aggressively developing its own technology and integrating it into its existing portfolio of apps. It also assures customers that the images it creates are legal.
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| Adobe said users have used its tools to create a total of 3 billion images, with one billion in September 2023 alone. |
Meanwhile, the new tool announced by Adobe on October 10, called “Creative Fusion,” works in addition to the basic principle of creating images based on text prompts, with an additional feature that allows users to upload 10-20 photos as a reference for the output product.
Ely Greenfield, Adobe's director of digital media technology, said the company is aiming to allow major brands to upload images of products or characters, then use generative AI technology to automatically create hundreds or thousands of images, serving different requirements such as social networks, websites, advertising or print.
“Just a few months ago, this was all a manual process, from the capture to the processing of the image,” Greenfield said. “A portion of the industry will move to virtual photography, where the images are generated using computers. Maybe not all of it, but a large portion of it. Users will still take the shot or maybe do the traditional creative work, but then they can apply generative AI to the final product.”
Also on October 10, Adobe released a vector graphics tool that is easily resizable and is often used in logo and product label design as well as other marketing tasks.
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