Scott Belsky, chief product officer and executive vice president, Creative Cloud at Adobe, reveals … [+]
Adobe wants to show the world that AI can do more for designers than generate scary jpegs.
AI-powered generative image search engines like DALL-E and Stable Diffusion have stolen the hearts of AI enthusiasts since their release. Some have even warned that it could be the death of photoshopAdobe’s signature imaging software.
But after seeing Adobe’s latest innovations at the MAX conference in Los Angeles this week, the company is taking a different approach with AI.
In a press briefing at Wednesday’s conference, Scott Belsky, chief product officer and executive vice president of Creative Cloud, said Adobe wants to equip business users with AI as a capable assistant, while allowing non-designers to create without having to purchase a copy of “Creative Cloud for Dummies”.
For example, at its annual “Sneaks” presentation, Adobe showed off Project Blink, a new AI-powered video editing tool that will allow users to edit video as if they were editing a Microsoft Word document.
Using AI, Blink analyzes images and audio from a video file to create an editable script, where users can search for specific objects and sounds, extract key moments, or remove video errors . This can be done from a web browser with no Premiere Pro skills required.
The video will start at 46:58, the Project Blink demo during the “Sneaks” presentation.
“When you enter Photoshop or Premiere Pro [for the first time] and start with a blank page, you don’t feel confident. You feel the opposite, you feel the fear. You feel like the dumbest person in the world. You have to endure the learning curve to become proficient in these products,” Belsky said.
“We need to help people be more successful, faster. It’s something we haven’t been good at historically.
Adobe’s approach to generative AI
While DALL-E and Stable Diffusion have shown the possibilities of AI-generated art, the technology has also sparked a debate over intellectual property.
At the conference, Adobe announced that it would add Nikon and Leica as partners in its content authenticity initiative. The project will involve attaching a photographer’s credentials to photo metadata, which will be important as AI-generated images take off.
In a statement, an Adobe spokesperson wrote, “Adobe’s vision for generative AI shows how this technology can enhance rather than replace creativity, and how generative AI can be combined with Adobe Creative tools to be more powerful together.
Just like DALL-E, Creative Cloud users will be able to use generative AI, but in different functions.
At MAX, Belsky showed an example of using AI to generate pre-made templates and unique text elements from text prompts. In an example shown during Sneaks, “Behind the Seen” can generate full 360° panoramas from a single image, without a creator needing to learn any new skills.
It’s no secret that Adobe is trying to win over non-professional content creators, marketers, and small businesses with Creative Cloud Express.
These users overwhelmingly latched onto Canva, which pioneered drag-and-drop design. The company has over 100 million users, four times as many users as Creative Cloud. The Australia-based design startup is valued at $40 billion and expects to top $1 billion in revenue in 2022. In 2019, Adobe estimated this segment of the design market could reach $41 billion by 2023. Canva is currently expanding its product offering. to include web design in the wake of Adobe’s acquisition of Figma.
David Wadhwani, President, Digital Media at Adobe, discusses seamless workflows between Creative … [+]
Belsky said much of this Adobe strategy has centered around strong demand for social media content, offering insight into the fact that Adobe currently spends more than half of its marketing budget on social media. Creative Cloud Express added an integrated social media scheduling tool earlier this year to improve user workflows.
At least one Adobe executive has credited Express with exposing users to certain concepts explored in Photoshop, including layer layout.
“We recently conducted a study which showed that once a user understood seven basic tasks or four basic concepts [on Adobe apps]they could very well use Photoshop,” said Maria Yap, vice president of digital imaging at Adobe.
Yap, who oversees product and technical leadership for Photoshop and Lightroom, hopes Creative Cloud Express can serve as a bridge to Adobe’s other pro apps.
“That’s what we’re trying to figure out now. How can I teach you this in your early experiences, so that you continue to want to pursue your creativity? »
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