For example, Firefly eventually could let people use Adobe tools to tailor designs to individuals instead of just creating one design for a broad audience, said Alexandru Costin, vice president of Adobe's generative AI work. Like other AI fans, though, Adobe sees artificial intelligence as the latest digital tool to amplify what humans can do. With AI showing new smarts when it comes to translating documents, interpreting tax code, composing music and creating travel itineraries, it's not irrational for professionals to feel spooked.

The company hasn't revealed its pricing approach for the new tools.Ĭreative professionals might see Firefly as an incursion into their creative domain, going beyond mechanical tools like selecting colors and trimming videos into the heart and soul of their jobs. Firefly for now is available on Adobe's website, but the company will build generative AI directly into other tools, starting with its Photoshop image editing software, Illustrator for designs and Adobe Express for creating quick videos.

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