At the Adobe Summit 2023, the design giant unveiled a slew of generative AI-powered tools to revamp how video and 3D assets are created, while also helping marketers scale and personalise content for an enhanced digital experience. This development marks the next level of end-to-end marketing workflows.

One of the primary announcements made during the event was that Adobe and NVIDIA are collaborating again to develop and integrate generative AI models into their flagship products, as well as into third-party developer applications through NVIDIA’s new cloud service, Picasso. Priorities for the partnership include ensuring commercial viability and content transparency, with support from Adobe’s Content Authenticity Initiative.

The newly announced NVIDIA Picasso cloud service lets users create generative AI-powered image, video, and 3D applications through simple cloud APIs, to enhance productivity for creativity, design, and digital simulation.

NVIDIA’s GTC is scheduled for today and tomorrow. NVIDIA‘s strong focus on generative AI applications shines bright through their recent partnership, as predicted by AIM.

Earlier today, Adobe unveiled its new Sensei GenAI services that aim to transform marketing workflows. Brands can modify and generate text-based experiences for their customers, using different LLMs like ChatGPT and FLAN-T5. 

Adobe also introduced Adobe Firefly, Adobe’s new family of creative generative AI models, and unveiled the beta of its first model focused on the generation of images and text effects designed to be safe for commercial use. These services will be integrated with Adobe Experience Manager, Adobe Journey Optimizer, Adobe Customer Journey Analytics, Marketo Engage, and Adobe Real-Time Customer Data Platform. By hosting select Adobe Firefly models on NVIDIA Picasso, customers can benefit from optimised performance and high-quality digital assets that meet their expectations.

Besides partnering with NVIDIA, Adobe and Accenture have also joined hands to create services that enable enterprise marketers to optimise their content supply chains. This will utilise Accenture’s expertise in process improvement and change management, and Adobe’s comprehensive content and experience solutions to identify and address areas in the supply chain that could be enhanced. By embracing data-driven approaches, marketers can improve efficiency and generate growth while reducing costs.

Additionally, the company released a new ‘Adobe Experience Manager’ that allows authorised team members to edit content using productivity tools like Microsoft Word and Google Docs. The integration of AEM Assets with Adobe Firefly and Adobe Express facilitates the quick changing of image components for different channels. The new AI-powered feature claim to enhance content performance data, predicting which images, colors, and copy will resonate best with each audience segment. Major brands, including PGA TOUR, are testing the new platform, resulting in improved content velocity within their organizations.

Earlier, Adobe’s efforts to integrate AI capabilities into its applications met with heavy criticisms with users citing poor interface, high subscription fees, and limited cloud saving options, which have led to user dissatisfaction. Adobe’s acquisition of Figma has also received flak from the artist community.

Prativa Mohapatra, vice president and managing director, Adobe India told AIM in an exclusive interaction, “From HDFC Bank to Olam International and Vistara – Adobe is leading the way on powering the entire customer experience journey for some of India’s most visionary brands. We are excited to announce a range of innovations that will unlock the future of digital transformation and allow more and more businesses in India to make experiences-led growth core to their strategy.”

So, when Adobe seemed to have fallen behind in the design industry due to fierce competition from Canva and other AI-powered tools such as DALL.E 2, Stable Diffusion, and Midjourney, which have simplified the design process, it finally comes back with new features in an attempt to continue to be one of the leading names in the design industry.