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Adobe brings Firefly and Express to aid content creation

On June 9, Adobe kicked off Adobe Summit EMEA 2023, its digital experience conference, with a robust, new generative AI offering that brings Adobe Firefly and Adobe Express to enterprises worldwide. 

Firefly for Enterprise is designed to address the surging demand for digital content at scale and help enterprises streamline and accelerate content creation while optimising costs. The new company-wide offering enables every employee, at any creative skill level, to use Firefly to generate beautiful, on-brand, ready-to-share content that can be seamlessly edited in Express or Creative Cloud.

Across nearly every business function today, the need to create compelling content for internal and external audiences has skyrocketed. 

For creatives, marketers, product managers, sales teams and many other roles to do their jobs successfully, individuals must keep pace with the content required for communicating and collaborating with internal stakeholders, as well as for enterprise customer engagements and personalisation initiatives. 

Express bridges workflows between creative professionals and marketers through integrations into Creative Cloud applications like Photoshop, Illustrator, and Experience Manager, the CMS solution. 

Designed to be commercially safe, this new offering will bring generative AI image creation and editing capabilities to millions of enterprise users who will be able to modify images in Photoshop, Illustrator, Express and Experience Manager. 

Users can also create standout content inspired by Express's beautiful, high-quality collection of templates, fonts, Stock images, videos and music. Express is an all-in-one content creation app that makes it fast, easy and fun to design and share standout social media posts, videos, images, PDFs, flyers, logos, presentations and more.

“Enterprise leaders expect content demands will increase by five-fold over the next two years, making it imperative for them to drive efficiencies internally,” says David Wadhwani, president of digital media business at Adobe. 

“This new enterprise offering empowers users of any skill level to instantly turn ideas into content with Firefly, while tapping into the power of Express and Creative Cloud to quickly modify assets and deliver standout designs.”

As part of the new offering, users can access Firefly through the standalone Firefly application, Adobe Express and Creative Cloud. 

Adobe plans to enable businesses to custom-train Firefly with their branded assets, embedding the power of Firefly into their ecosystem and generating content in the brand's unique style and language using APIs to increase automation.

Firefly is designed to be safe for commercial use, and enterprises also have the opportunity to obtain an IP indemnity from Adobe for content generated by specific Firefly-powered workflows, allowing them to deploy it across their organisation with confidence. Hundreds of brands, including Dentsu, IBM and Mattel, are already working with Adobe to explore how Firefly can help drive efficiencies, reduce costs and accelerate their content supply chains.

“Firefly is the most differentiated generative AI solution available today and Firefly for Enterprise is an offering that generates commercially viable, professional quality content at speed. Firefly's first model is trained on Adobe Stock images, openly licensed content and other public domain content where copyright has expired. Adobe Stock's hundreds of millions of professional-grade, licensed images are among the highest quality in the market, and help ensure Firefly won't generate content based on other people's or brands' IP," adds Wadhwani.

Since its launch in March, Firefly beta users have generated over 200 million images. Photoshop users have generated over 150 million images in just two weeks using the new Generative Fill feature powered by Firefly.

As generative AI becomes more prevalent in everyday life, consumers demand to know whether a human, AI-generated or AI-edited, created a piece of content. Because Firefly automatically attaches a Content Credentials tag that indicates that generative AI was used, every image created using Firefly will have more transparency built in. 

Content Credentials are a free, open-source tool that serves as a digital "nutrition label" and can show information such as name, date, and the tools used to create an image and any edits made to that image. They remain associated with content wherever it is used, published or stored, enabling proper attribution and helping consumers make informed decisions about digital content. Adobe designed Content Credentials in partnership with the Content Authenticity Initiative and over 1,000 members.

“Adobe Express for enterprise is available now. The new Adobe Firefly for enterprise offering will be available in the second half of 2023,” informs Wadhwani.

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