Adobe Partnering To Foster Industry Standards on GenAI: Adobe CEO By CIOTechOutlook Team

Adobe Partnering To Foster Industry Standards on GenAI: Adobe CEO

CIOTechOutlook Team | Wednesday, 27 March 2024, 02:47 IST

Adobe is teaming up with different organizations, particularly those working with generative artificial intelligence, to foster wide industry norms, Adobe CEO Shantanu Narayen added at the launch of its genAI-empowered application called GenStudio for advertisers.

“Responsible innovation cannot be an afterthought. We are working to combat misinformation by advocating for content credentials as an industry standard to establish trust in digit content,” Narayen, who is also chairman and president of the company, noted.

GenStudio expands on Adobe's generative AI model delivered last year to design, make, oversee and quantify campaigns. The organization introduced Firefly, its picture generation model in March 2023, which it called attention to will likewise be increased to video, sound and 3D model generation. The brand, famous for its set-up of applications in the work area, had saw GenStudio last year in September.

“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” said Anil Chakravarthy, president, Digital Experience Business, Adobe.

Adobe is coordinating generative AI program with its customer experience stage to convey personalisation at scale, the organization noted.

“We need to be bringing generative AI out of the playground and into the workspace,” said David Wadhwani, senior VP, Adobe's Digital Media business.

Adding more abilities to its current genAI model, the organization declared Structure Reference for its Firefly model, which it said will assist with applying the structure and plan of a current picture to new created content.

“A new capability in Adobe Firefly, Adobe’s family of creative generative AI models for safe commercial use, called Structure Reference brings users a new level of creative control,” it said.