The AI boom has enabled new players like Midjourney and Stable Diffusion to capture Adobe's existing customer base, such as creative professionals already using Photoshop.
The company, based in San Jose, California, also responded by actively developing its own technology and integrating it into its existing app portfolio. They also assured customers that the images created were legal.
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| Adobe says users have used its tools to create a total of 3 billion images, with 1 billion created in September 2023 alone. |
Meanwhile, Adobe's new tool, announced on October 10th, called "Creative Blending," works beyond the basic principle of creating images based on text prompts and also allows users to upload 10-20 images as reference points for the final product.
Ely Greenfield, Adobe's Chief Digital Media Officer, said the company aims to enable major brands to upload images of products or people, then use AI generation technology to automatically create hundreds or thousands of images for various purposes such as social media, websites, advertising, or print.
“Just a few months ago, this entire process was still a manual one, from taking the picture to processing the image,” Greenfield said. “A segment of the industry will shift to virtual photography, creating images using computers. It may not be the entire industry, but a large part will. Users will still take the picture or do the traditional creative work, but then they can apply AI-generated technology to produce the final product.”
Also on October 10th, Adobe released a vector graphics tool that is easily resizable and commonly used in logo and product label design, as well as other marketing tasks.
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