Adobe sends a message to creatives concerned about the rise of the art of AI

If there was a buzzword during Adobe MAX 2022’s opening keynote this year, it was AI. The company announced a number of new features across its entire product suite, and most of them related to the Adobe Sensei machine learning engine. But just as noteworthy as Adobe’s focus on AI this year was its eagerness to acknowledge the creative community’s concerns about technology.

New AI tools coming to Creative Cloud include Photoshop tools for photo restoration and background replacement, along with one-click color correction in Premiere Pro and text-to-image prompts for Adobe Express. But for the first time during a MAX keynote, Adobe devoted nearly as much airtime to its sense of responsibility towards AI technology as it does to the features themselves. (If you’re ready to start building, check out Adobe Creative Cloud’s best offerings.)

Adobe CEO Shantanu Narayen addressed concerns at Adobe MAX 2022 (Image credit: Future)

Even before going into the details of those frighteningly impressive new Photoshop AI tools, Adobe CEO Shantanu Narayen described how the company is determined to develop “AI for the social good” and, as part of that commitment, now made Adobe Express completely free for non-profits (opens in a new tab).

Addressing the fear that AI may someday replace artists, Scott Belsky, Adobe’s chief product officer, then described how AI should always be “your co-pilot in creative endeavors.” He said Adobe wanted to develop its AI offering in a thoughtful way, “by approaching the idea from a creator-centric perspective. We want it to benefit creatives, not replace them.”

Delete with one click in Adobe Photoshop

Photoshop’s new AI tools include one-click deletion (Image credit: Adobe)

The sentiment was echoed by Adobe’s director of product management Bryan O’Neil Hughes, who told Creative Bloq: “We are very careful about how we approach AI and have a great team of people looking into it. It’s important to know. what is real and what is not “.

AI-generated art is scaring people

The art of AI can be pretty scary (opens in a new tab) (Image credit: supercomposite)

Perhaps the most tangible aspect of Adobe’s commitment to helping users know what is “real” is the Content Authenticity Initiative. (opens in a new tab) (CAI), which seeks to combat disinformation and add a verifiable layer of trust to all types of digital content. Today, Adobe announced (opens in a new tab) to have partnered with camera manufacturers Leica and Nikon to implement the source technology directly into their cameras.

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