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Adobe introduces new generative AI models for enterprises via Firefly services

At the Adobe Summit 2024, the company introduced new generative AI models and creative APIs to generate, edit, and assemble content.

Adobe on Wednesday at the ongoing Adobe Summit 2024 announced Adobe Firefly Services and introduced custom generative AI models to accelerate enterprise content creation and production. According to Adobe, the company’s latest innovations can help save time and allow brands to focus more on unique expressions.

Customers can now access over “20 powerful generative and creative APIs” via Firefly services, which can generate images, and expand the background, which can be used for tasks like merchandising and e-commerce. Adobe has embedded these capabilities within the Creative Cloud applications and can be integrated into any production workflow with ease.

“As consumer expectations around generative AI-driven personalization continue to rise, Firefly Services and Custom Models are first-of-its-kind offerings that unlock the possibility for brands to have powerful customisation capabilities and more control in defining their automation processes,” says David Wadhwani, president, Digital Media Business, Adobe.

Users can also train these custom AI models and further customise them as per requirement. This helps the brands generate content that’s specific to the product and can be shared across the organisation. Businesses can also automate their workflow using creative APIs to eliminate repetitive tasks and generate unlimited variations of a single subject.

Some of the prominent generative AI models offered on Firefly services include text-to-image generator, generative match, generative fill, generative expand, create the mask, remove background, smart crop, auto straighten, auto tone, and more. The Firefly services also offer non-generative AI features like depth blur, adding XMP to images, applying Lightroom presets, and more.

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