With Firefly, Adobe gets into the generative AI game

Adobe is jumping into the generative AI game with the launch of a new family of AI models called Firefly. Focused on bringing AI into Adobe's suite of apps and services, specifically AI for generating media content, Firefly will be made up of multiple AI models "working across a variety of different use cases," Adobe VP of generative AI Alexandru Costin told TechCrunch in an email interview. It's an expansion of the generative AI tools Adobe introduced in Photoshop, Express and Lightroom during its annual Max conference last year, which let users create and edit objects, composites and effects by simply describing them. As the fervor around the tech grows, Adobe has raced to maintain pace, for example allowing contributors to sell AI-generated artwork in its content marketplace. "Firefly is the next step on our AI journey -- bringing together our new'gentech' models with decades of investment in imaging, typography, illustration and more to produce assets," Costin said.