Inside Adobe's approach to AI

When generative AI tools entered the media industry with full force, many companies were caught off guard. Yet, software giant Adobe surprised many by being highly adaptable to the new technology.

Through the new Adobe Firefly tools, generative AI technology was quickly integrated into familiar applications such as Photoshop, Premiere Pro, and Illustrator. The company also launched Firefly.com, a standalone generative AI tool, as well the Content Authenticity Initiative: a cross-industry coalition aiming to set the standard for transparently disclosing when media has been manipulated or AI-generated.

These and other innovations have positioned Adobe as one of the major players in the AI race, and the company’s products have already changed the way people think about video and image editing by allowing users to generate images, vector graphics, and design elements from text.

We are excited to welcome Laura Herman, Head of AI Research at Adobe and PhD at Oxford's Internet Institute. Laura will share Adobe's perspective on the AI revolution in the media industry, how her team develops new tools for creative, generative AI, and what the future of media production looks like through their lens.