🖼 Creative powerhouse Adobe arrived a little late to the generative AI party, as 2022 saw the rise of generative AI models like Midjourney, Stable Diffusion, and DALL.E, which had already disrupted several creative fields.
It entered the generative AI race in March 2023 with #AdobeFirefly in collaboration with NVIDIA.
The same year, Adobe faced major challenges, including the cancellation of its $20 billion Figma deal, pressures to adapt its business model, artist copyright issues, and more.
However, in February 2023, it changed the game by introducing Generative Fill, which allows users to add, remove, or modify image elements based on text prompts.
Cut to the present, Adobe has become synonymous with generative AI. It has become one of the leaders in this space, silencing the rest.
The tech giant's market value rose from $271.63 billion in January 2023 to $276 billion in January 2024. This growth coincided with Adobe surpassing $5 billion in revenue for the first time in Q4 2023.
To understand more, I spoke with Prativa Mohapatra, VP, MD, Adobe India.
Apart from profits, the company diversified its portfolio and positioned itself as an all-round generative AI powered enterprise software platform.
“Traditionally, creating content assets like visually appealing product descriptions for websites, social media posts, or ad copy can be time-consuming and requires human intervention at large," Mohapatra explained.
“Generative AI automates these tasks, allowing marketers to bring variation in content, personalise at scale, and automate repetitive tasks.”
She told AIM that Adobe’s integration of generative AI focuses on three primary areas within its cloud products: Adobe Experience Cloud, Creative Cloud, and Document Cloud to address the need for faster and more effective content workflows, directly benefiting enterprise customers by reducing time-to-market and enabling personalised customer interactions on a large scale.
India is one of the fastest-growing markets for Adobe.
The company wants to democratise generative AI-powered content creation with product integrations. Its strategy for the same involves a careful blend of user feedback and gradual deployments, focusing on integrating AI into existing workflows to improve user productivity and creativity.
“We focus on looping in user feedback and progressive rollouts over large-scale deployments,” said Mohapatra, adding that it is to make sure that the introduction of AI enhances rather than disrupts current practices.
Full story link in comments.
