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Some artists have tried, with little success, tosue companies like Stable Diffusionfor copyright.
Recently, I sat down atCES 2024with Adobe’s VP of Generative AI, Alexandru Costin.
Alexandru Costin, Adobe VP of AI
Our customers, they dont want to generate images.
They want to edit the image, said Costin.
The technology was never released, but it did lead to Adobe creating its own Content Authenticity Initiative.
Alexandru Costin, Adobe VP of AI
Instead of scraping the internet for visual data, Adobe would look to a different, local source.
Were using hundreds of millions of assets, all trained and moderated to have no IP, said Costin.
‘Were transforming from software company to AI company.’
There could be a case down the road where renders of that version of the iconic mouse are allowed.
Regardless, Costin sees it all as a win-win.
Generative AI enables amplified creativity, he told me.
Racing ahead and avoiding collisions
Costin, though, is no Pollyanna.
He told me the new models are more powerful and require more governance.
Adobes tools also cant afford to take a one-size-fits-all approach to generative AI.
Costin explained to me how Firefly, for instance, handles location.
It does similar work with genders and age distribution.
Weve seen incredible progress in short periods of time, he said.
This is the fastest innovation cycle weve all experienced.
It requires new ways of building software.
I asked Costin to outline where Adobe is going in AI.
He didnt announce any new products, but he did acknowledge a few things.
On the Adobe Premiere front: Of course, were working on video.
Costin and his team are talking to the Premier and After Effects teams, asking them what they need.
Whatever Adobe does there will follow the same AI playbook as Photoshop.
