Adobe Bets on Generative AI With ‘Firefly’ Tool to Create Images From Text

Zakhi Mgutshini
Mar 22, 2023

With so many apps incorporating AI into their systems, it only makes sense that Adobe does the same. Adobe recently jumped into the game by acquiring generative AI a new AI model called Firefly.

The main focus is to bring AI into Adobe’s suite of apps and services. Adobe VP, Alexandru Costin told TechCrunch that the AI will work by generating media content as Firefly will work with multiple AI models that work across a variety of different use cases. 

This will be an extension to the already existing generative AI being used in Express, Lightroom, and Photoshop. These let users create what they want using just a description. Costin also certified that Firefly would be Adobe’s next step in the AI journey. This new AI will work with the new ‘gentech’ models. These models work on imaging typography, illustration, and more to produce assets. The content will be created on Creative Cloud, Document Cloud, and Experience Cloud. 

Firefly already exists in beta without pricing and Adobe promises that a price tag will be put on it soon. The AI works on generating images and text effects from a mere description. Adobe's first firefly model is also capable of transferring different styles to existing images of à la Prisma as an addition to the text-to-image generation. 

Adobe says metadata will be used to indicate that the artwork is AI-generated. With Firefly, anyone will be able to create content regardless of their Talent and experience. Finally, I can use Photoshop without having to worry about the size of the brush. 

What About the Creators? 

On the technical side, the first Firefly model is similar to the text-to-image AI from OpenAI known as DALL_E_2 and Stable Diffusion. This AI works on training existing images from data sets. Experts suggest that training models that use public images should be covered by the fair use doctrine in the US. Another issue raised was AI’s tendency to replicate images. Some platforms have banned AI tools for fear of legal implications. 

The Solution

The solution to this according to Adobe is training Firefly models to exclusively read content from Adobe Stock. Adobe also mentioned that it’s exploring a compensation model for Stock contributors who don’t mind monetizing their talent. Those creators that wish can opt out of training by attaching a “do not train” tag on their work. Adobe promises to offer artists more control over their work. 

Copyright Issues

As the company continues to work on future models. Adobe customers worry about whether they will own the rights to Firefly-generated artwork. The copyright status on the issue is currently unclear Costin also agrees with this statement. With the current copyright issues on Firefly, there’s a little to be desired. 

Costin also mentions that the company is ready for the challenge. He also said future Firefly models will work on a variety of assets, tech, and training data from Adobe and others. He also says they are working on designing a generative AI that will benefit creators through their skill and creativity. 


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  1. bruh said on August 18, 2023 at 1:25 pm

    Uhh, this has already been possible – I am not sure how but remember my brother telling me about it. I’m not a whatsapp user so not sure of the specifics, but something about sending the image as a file and somehow bypassing the default compression settings that are applied to inbound photos.

    He has also used this to share movies to whatsapp groups, and files 1Gb+.

    Like I said, I never used whatsapp, but I know 100% this isn’t a “brand new feature”, my brother literally showed me him doing it, like… 5 months ago?

  2. 💥 said on August 18, 2023 at 3:55 pm

    Martin, what happened to those: 12 Comments ( Is there a specific justifiable reason why they were deleted?

    Hmm, it looks like the gHacks website database is faulty, and not populating threads with their relevant cosponsoring posts.

  3. 45 RPM said on August 19, 2023 at 6:29 pm

    The page on ghacks this is on represents the best of why it has become so worthless, fill of click-bait junk that it’s about to be deleted from my ‘daily reads’.

    It’s really like “Press Release as re-written by some d*ck for clicks…poorly.” And the subjects are laughable. Can’t wait for “How to search for files on Windows”.

    1. owl said on August 20, 2023 at 12:51 am

      > The page on ghacks this is on represents the best of why it has become so worthless, fill of click-bait junk…

      Sadly, I have to agree.

      Only Martin and Ashwin are worth subscribing to.
      Especially Emre Çitak and Shaun are the worst ones.

      If intended “Clickbait”, it would mark the end of Ghacks Technology News.
      Ghacks doesn’t need crappy clickbaits. Clearly separate articles from newer authors (perhaps AIs and external sales person or external advertising man) as just “Advertisements”!

      We, the subscribers of Ghacks, urge Martin to make a decision.

  4. chessandonions said on August 20, 2023 at 12:40 am

    because nevermore wants to “monetize” on every aspect of human life…

  5. Frank Rizzo said on August 20, 2023 at 11:52 pm

    “Threads” is like the Walmart of Social Media.

  6. Ashray said on August 21, 2023 at 4:06 pm

    How hard can it be to clone a twitter version of that as well? They’re slow.

  7. Paul(us) said on August 21, 2023 at 5:16 pm

    Yes, why not mention how large the HD files can be?
    Why, not mention what version of WhatsApp is needed?
    These omissions make the article feel so bare. If not complete.

    1. Paul(us) said on August 21, 2023 at 5:18 pm

      Sorry posted on the wrong page.

  8. Marc said on August 21, 2023 at 6:00 pm

    such a long article for such a simple matter. Worthless article ! waste of time

  9. plusminus_ said on August 21, 2023 at 7:54 pm

    I already do this by attaching them via the ‘Document’ option.

  10. John G. said on August 21, 2023 at 11:43 pm

    I don’t know what’s going on here at Ghacks but it’s obvious that something is broken, comments are being mixed whatever the article, I am unable to find some of my later posts neither. :S

  11. Tom Hawack said on August 23, 2023 at 2:28 pm

    Quoting the article,
    “As users gain popularity, the value of their tokens may increase, allowing investors to reap rewards.”

    Besides, beyond the thrill and privacy risks or not, the point is to know how you gain popularity, be it on social sites as everywhere in life. Is it by being authentic, by remaining faithful to ourselves or is it to have this particular skill which is to understand what a majority likes, just like politicians, those who’d deny to the maximum extent compatible with their ideological partnership, in order to grab as many of the voters they can?

    I see the very concept of this as unhealthy, propagating what is already an increasing flaw : the quest for fame. I won’t be the only one to count himself out, definitely.

    1. Tom Hawack said on August 23, 2023 at 2:34 pm

      @John G. is right : my comment was posted on [] and it appears there but as well here at []

      This has been lasting for several days. Fix it or at least provide some explanations if you don’t mind.

  12. Tom said on August 24, 2023 at 11:53 am

    > Google Chrome is following in Safari’s footsteps by introducing a new feature that allows users to move the Chrome address bar to the bottom of the screen, enhancing user accessibility and interaction.

    Firefox did this long before Safari.

  13. Mavoy said on September 16, 2023 at 2:17 pm

    Basically they’ll do anything except fair royalties.

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