Partnership will focus on deep integration of generative AI into creative workflows
Adobe (Nasdaq:ADBE) and NVIDIA, longtime R&D partners, announced a new partnership to unleash the power of generative AI, taking creative workflows even further. The companies will work together to develop a new generation of advanced generative AI models focused on deep integration into the applications used by the world's leading creators and marketers.
Some of these templates will be jointly developed and brought to market through core Adobe Creative Cloud products such as Adobe Photoshop, Adobe Premiere Pro and Adobe After Effects, as well as the new cloud service NVIDIA Picasso, to reach more developers. Partnership priorities include supporting the commercial viability of the new technology and ensuring the transparency and content credentials provided by Content Authenticity Initiative from Adobe.
Part of the NVIDIA AI Foundations Cloud Services for Generative AI announced, NVIDIA Picasso enables users to build and deploy AI-powered image, video, and 3D applications with advanced text-to-image, text-to-video, and text-to-3D capabilities to drive creativity, design, and digital simulation through of simple cloud APIs.
“Adobe and NVIDIA have a long history of collaborating to take creativity and marketing technology further,” said Scott Belsky, CSO and EVP of Design and Emerging Products at Adobe. “We are really excited to be partnering with them on generative AI that can give our customers more creative options, speed up their work, and help expand content production.”
“Generative AI offers powerful new tools to enable unprecedented creativity,” said Greg Estes, VP of Corporate Marketing and Developer Programs at NVIDIA. “With NVIDIA Picasso and Adobe tools like Creative Cloud, we will be able to bring the transformational capabilities of generative AI to enterprises, helping them explore more ideas to efficiently produce and expand amazing digital experiences and creative content.”
adobe firefly
Adobe also introduces Adobe Firefly, the new family of generative AI creative templates, and launches the beta of its first template focused on generating images and text effects designed for safe commercial use. Firefly will bring even more precision, power, speed and ease directly into Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud workflows involving content creation and modification.
Hosting some of the Adobe Firefly models on NVIDIA Picasso will optimize performance and generate high quality assets to meet customer expectations. (For more information about the Firefly, including how it is trained and how it honors the work of its creators, see this blog post).
Adobe is also developing new generative AI services to assist in the creation of video and 3D assets and to help marketers expand and personalize content for digital experiences through advanced end-to-end marketing workflows.
“The marketing and content creation areas are examples that are making the most progress in the market. These markets are present in different companies and sectors and the news announced by Adobe and NVIDIA will make a difference for professionals in the field”, reinforces Marcio Aguiar, director of NVIDIA's Enterprise division for Latin America.
Content Authenticity Initiative
Adobe founded the Content Authenticity Initiative (CAI) to develop open industry standards for establishing attribution and credentials of content. Through the content credentials that CAI adds to content at the time of capture, creation, editing or generation, people will be able to see when the content was generated or modified using generative AI. Adobe and NVIDIA, along with 900 other CAI members, support the content credentials so that people can inform themselves when making decisions about the content they encounter.
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