Adobe’s strategy to grow in the era of Artificial Intelligence

By Stephen Nellis
San Francisco (Reuters) – Adobe () said on Tuesday (28) that its video and image editing tools can be controlled through table conversations, adding that it is working with , the creator of ChatGPT, to allow users to directly control one of its applications with the chatbot service.

Adobe is the creator of Photoshop and Premiere, tools widely used in the photography and film industries. In 2023, it launched Firefly, a service for generating images and other content with text user requests.

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This Tuesday, Adobe executives announced that the company has redesigned its applications so that they work with artificial intelligence assistants capable of creating and editing content through conversations. Behind the scenes, multiple AI “agents” tapped buttons and moved sliders in the app to make these changes, similar to how a human assistant would respond to requests.

But human users will still be able to use these sliders and buttons to make edits, rather than relying solely on a text conversation.

Now that Adobe has revamped its apps to work with AI assistants, it can more easily integrate them with third-party services, said Adobe’s chief technology officer for digital media, Ely Greenfield. The company is working to integrate its Adobe Express app with ChatGPT, which will allow users to start a chatbot conversation to begin a project. The project can then be edited in ChatGPT or finalized in Adobe applications.

“You can adjust the edits that the ChatGPT agent is making, so you can do a little bit of direct manipulation,” Greenfield said. “And then, if you want, you can bring it into the Express app, where you can continue chatting with it using the design agent that’s now built into Express, and you have access to the full suite of features and editing tools that are part of Express.”

Adobe said on Tuesday that the AI ​​assistant in Express is now available, but did not give a timeline for when integration with ChatGPT would be available.
(Reporting by Stephen Nellis in San Francisco)

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