GenerativeAI tools that enhance the creative process, and make it faster and more productive, come online in advertising and marketing much faster than you think.
Yesterday, we talked about how #largelanguagemodels (#LLM) will help with campaign planning, copy creation and #SEO.
Today, @Adobe CEO Shantanu Narayen, at it’s annual @AdobeSummit conference, announced #Firefly – a generative AI-based tool for creating and editing images and videos. Just by entering a textual description, Firefly will generate realistic, beautiful images or videos, and can create an unlimited number of variations for prototyping and iteration. Artists will be able to create better images and videos, faster. The new tool will hugely increasing productivity of your creative team. It also spells the end of stock photography. Beyond that, eventually, marketers will be able to use tools such as Firefly also in dynamic creative optimization (#DCO). They will automatically create hundreds of millions of variations of a video ad in real time – every single one of them the perfect commercial for each given user.
Shantanu went out of his way to underline that Adobe sees Firefly as a tool to enhance artists’ work – not one to eliminate their jobs. Certainly, it’s not like AI-tools will wipe out artists’ jobs – but of course, if a company can increase creative productivity while the total volume of creative needed stays the same, headcount reductions can and will happen.
Firefly is not the only generative AI-based graphics tool nor even the first one; @openAI’s #DALL-E or #Midwinter come to mind. But when Adobe, the leading marketing and creativity app suite company, with its ability to integrate AI across apps, and with its distribution power, announces such a product – you know that our industry is entering a new era. (Incidentally, @Microsoft also announced a similar tool for Bing Search and the Edge browser. You can try it here: Image Creator from Microsoft Bing.)
Firefly will eventually be seamlessly integrated into Adobe apps such as Photoshop, Illustrator, and Premiere Pro. It is currently in waitlisted private beta. You can learn more here in a blog post by David Wadhwani, Adobe’s President, Digital Media Business, here: Bringing Generative AI into Creative Cloud with Adobe Firefly | Adobe Blog.
You can sign up for the beta here: Adobe Firefly Invite Request Form.
@dwadhwani
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