Adobe's CTO Boosts Creativity in Developing Safe AI Tools

The Rise of AI in Creative Industries and Legal Challenges

The rapid development of artificial intelligence image and video generators has made it simple for online users to create a vast array of content, from humorous takes on viral moments to imaginative versions of popular media. These tools have opened up new avenues for creativity but have also sparked significant legal debates about the use of copyrighted material in training AI models.

This has led to numerous lawsuits from individual artists, Hollywood studios, and media companies, who claim that many AI systems are trained on unauthorized images and videos. High-profile cases include Disney and Universal suing Midjourney, the New York Times going up against OpenAI and Microsoft, and the Wall Street Journal and New York Post taking on AI startup Perplexity.

Ely Greenfield, chief technology officer at Adobe’s digital media business, has taken a different approach by focusing on AI models trained on content with proper licensing. Since the launch of Firefly in March 2023, Adobe has emphasized its commitment to using only content that it has rights to, including Adobe Stock photos and licensed artistic works.

Firefly is integrated into Adobe's suite of apps, such as Photoshop and Illustrator, and has already generated over 26 billion assets. Major brands like Mattel and Estée Lauder have adopted Firefly for creative ideation and asset generation. According to Greenfield, every piece of content used to train Firefly is either licensed or published under a known license.

However, this approach comes with limitations. For example, if asked to generate an image of a Disney cartoon character like Mickey Mouse, Firefly would struggle, which Greenfield says is intentional. He argues that AI models trained on internet content often produce lower-quality results, not just because of potential copyright issues but also due to the variability in quality of online data.

Adobe’s method means that its off-the-shelf Firefly offering may not be ideal for consumer-facing companies like Coca-Cola. However, through enterprise licensing agreements, Adobe can tailor a private version of Firefly that is exclusively trained on a company's branding and style.

Since Firefly's launch, Adobe has made adjustments to its asset bank. Early on, generative AI had difficulty producing clear images of hands, prompting Adobe to collaborate with photographers to acquire more licensed images of hands for training.

All Firefly content undergoes a moderation process involving both human and computer oversight, ensuring that harmful or sensitive IP is excluded. For instance, if a photographer has an exclusive license to an image, but it includes a trademarked logo like a Nike Swoosh, Adobe will remove it.

Adobe has reported impressive growth, with traffic to the Firefly App increasing by 30% in the most recent quarter, and paid subscriptions nearly doubling. Additionally, Adobe has integrated models from OpenAI, Google, Pika Luma AI, and Runway into the Firefly app.

This move aligns with evolving public perceptions of AI ethics and recent court decisions favoring AI developers. For example, Anthropic recently won a ruling allowing it to train models using published books without author consent.

As legal questions surrounding AI continue to unfold, Adobe's approach reflects a shift in how creative professionals engage with AI. Greenfield notes that customers want access to a wide range of AI models as these technologies evolve rapidly. This mirrors the multi-modal strategies adopted by CTOs and CIOs when implementing AI tools across various industries.

Adobe has also introduced content credentials to help marketers distinguish between safe commercial use and ideation purposes. Customers decide which model best suits their needs, with many open to using external models during the ideation phase.

Greenfield emphasizes that customer preferences vary regarding the use of different AI models and their commercial safety. Some are comfortable using a broad range of tools during the ideation process.

Zona Kreasi has launched a new ongoing series, Zona KreasiAIQ, exploring the real-world impact of AI. The third collection of stories highlights how businesses across multiple industries are leveraging AI to transform their operations, from retail supply chains to energy and legal sectors.