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.)
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.”
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 “.
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.
With the advent of text-to-image generators like Dall-E 2, many artists have expressed contempt for the art concept of AI, including Adobe illustrator and design evangelist Kyle T Webster (above). While it’s clear that the art of AI isn’t going anywhere, it’s encouraging to know the likes of Adobe are listening.