Adobe has announced a new AI-powered ad creation platform that aims to make it easier to use the company’s generative AI tools to create marketing campaigns. The new GenStudio app was unveiled Tuesday during Adobe’s Summit event, along with an AI assistant for Adobe Experience and updates on Adobe’s Firefly generative AI model.GenStudio serves as a hub for promotional campaigns, with a set of AI-powered generative tools, it can quickly create ads for emails and social media platforms such as Facebook, Instagram and LinkedIn, while maintaining overall brand tone. These tools also allow users to be shown which attributes, generated assets and campaigns perform best, which Adobe suggests can then be used to target AI cues for other campaigns.Adobe GenStudio is currently in alpha and is expected to be generally available later this year. Pricing is not fixed and will vary by company, according to Adobe.Continuing this focus on enterprise customers, Adobe is adding an AI-powered chatbot to its customer experience management platform. The company says the Adobe Experience Platform AI assistant can answer technical questions about using Experience Cloud apps, as well as automate tasks, pull performance data and compile audiences into groups that can better respond to certain promotional content.Adobe also introduced Firefly Services, which provides brands with “more than 20” AI-powered tools and APIs that can be used to automate repetitive creative tasks such as resizing images and zooming backgrounds. Adobe’s Firefly AI model is also getting some updates, including “structure reference,” which allows users to upload an image that will influence the layout of the generated content, and new custom models that allow other companies to train their own versions of Firefly.And finally, Adobe is partnering with Microsoft to integrate workflows and insights from its Experience Cloud platform with Copilot for Microsoft 365. Neither company has announced when it will be available, but Microsoft says its goal is to streamline tasks for marketers who already use these services separately.Adobe has been aggressively touting its generative AI products since introducing Firefly in Photoshop last year, but its recent enterprise focus is not surprising. With so many other generative AI-powered tools like OpenAI’s DALL-E on the market, Adobe’s best chance to get ahead of the competition is commercial viability.
Adobe claims that its Firefly model is commercially safe because it is only trained on Adobe Stock images, openly licensed content, and public domain content, so it presents less risk of generating something that violates another company’s intellectual property. I imagine this sounds pretty attractive to organizations looking for viable ways to implement AI into their processes, but Adobe still needs to convince its investors.