Adobe CEO Shantanu Narayen announced that Adobe is actively collaborating with other companies, particularly those involved in generative artificial intelligence, to establish comprehensive industry standards. This was revealed during the unveiling of Adobe’s new genAI-powered application, GenStudio, aimed at marketers.
Adobe CEO Shantanu Narayen revealed during the GenStudio launch that Adobe is actively partnering with industry leaders to establish robust industry standards for generative artificial intelligence. This strategic collaboration aims to foster innovation and enhance uniformity within the industry.
“Responsible innovation cannot be an afterthought. We are working to combat misinformation by advocating for content credentials as an industry standard to establish trust in digit content,” Narayen, who is also chairman and president of the company, noted.
GenStudio builds on Adobe’s generative artificial intelligence model released last year to plan, create, manage and measure campaigns.
The company launched Firefly, its image generation model in March 2023, which it pointed out will also be scaled up to video, audio and 3D model generation.
The brand, known for its suite of apps in the workspace, had previewed GenStudio last year in September.
“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” said Anil Chakravarthy, president, Digital Experience Business, Adobe.
Adobe is integrating generative AI programme with its customer experience platform to deliver personalisation at scale, the company noted.
“We need to be bringing generative AI out of the playground and into the workspace,” said David Wadhwani, senior VP, Adobe’s Digital Media business.
Adding more capabilities to its existing genAI model, the company announced Structure Reference for its Firefly model, which it said will help apply the structure and design of an existing image to new generated content.
“A new capability in Adobe Firefly, Adobe’s family of creative generative AI models for safe commercial use, called Structure Reference brings users a new level of creative control,” it said.
The programme can already use a specific style of an image and apply it to other images.
Adobe Experience Platform AI Assistant, which can help answer technical questions, automate tasks and simulate outcomes, was released as well.
It unveiled programmes within its experience platform, used primarily by brands, to map customer journeys more efficiently.
