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  • Writer's picturePritish Bagdi

Adobe and NVIDIA Join Forces to Unleash the Potential of Generative AI

Adobe and NVIDIA will collaborate on the development of a new generation of advanced generative AI models. The collaboration will centre on the deep integration of generative AI in creative workflows. Both companies support content transparency and Content Credentials, which are powered by Adobe's Content Authenticity Initiative.

Pritish Bagdi

Image: Gene Silvers. Anil Chakravarthy, president, digital experience; David Wadhwani, president, digital media; Shantanu Narayen, CEO in front of Firefly generated images.

Adobe (Nasdaq:ADBE) and NVIDIA, longtime R&D partners, have announced a new collaboration to harness the power of generative AI to advance creative workflows. Adobe and NVIDIA will collaborate on the development of a new generation of advanced generative AI models, with a focus on deep integration into applications used by the world's top creators and marketers. Some of these models will be co-developed and released through Adobe's Creative Cloud flagship products such as Adobe Photoshop, Adobe Premiere Pro, and Adobe After Effects, as well as through the new NVIDIA Picasso cloud service, allowing third-party developers greater access. Priorities of the partnership include ensuring content transparency and Content Credentials powered by Adobe's Content Authenticity Initiative, as well as supporting the commercial viability of the new technology.

NVIDIA Picasso, a cloud service for generative AI announced today, allows users to build and deploy generative AI-powered image, video, and 3D applications with advanced text-to-image, text-to-video, and text-to-3D capabilities to supercharge productivity for creativity, design, and digital simulation via simple cloud APIs. "Adobe and NVIDIA have a long history of collaborating to advance the technology of creativity and marketing," said Scott Belsky, Adobe's Chief Strategy Officer and EVP, Design and Emerging Products. "We're excited to collaborate with them on how generative AI can provide our customers with more creative options, speed up their work, and help scale content production."

"Generative AI empowers unprecedented creativity," said Greg Estes, NVIDIA's VP of Corporate Marketing and Developer Programs. "With NVIDIA Picasso and Adobe tools like Creative Cloud, we'll be able to bring the transformational capabilities of generative AI to enterprises, allowing them to explore more ideas while producing and scaling incredible creative content and digital experiences."

Adobe Firefly, Adobe's new family of creative generative AI models, was unveiled earlier today, along with the beta of its first model focused on the generation of images and text effects that are safe for commercial use. Firefly will bring even more precision, power, speed, and ease to workflows involving the creation and modification of content in Adobe Creative Cloud, Adobe Document Cloud, and Adobe Experience Cloud. Adobe Firefly is a web browser. Some Adobe Firefly models will be hosted on NVIDIA Picasso, which will optimise performance and generate high-quality assets to meet customer expectations. Adobe is also working on new generative AI services to help with the creation of video and 3D assets, as well as to assist marketers in scaling and personalising content for digital experiences by advancing end-to-end marketing workflows. Initiative for Content Authenticity Adobe established the Content Authenticity Initiative (CAI) to establish open industry standards for attribution and Content Credentials. People will be able to see when content was generated or modified using generative AI by using Content Credentials that CAI adds to content at the point of capture, creation, edit, or generation. Adobe and NVIDIA, as well as the CAI's other 900 members, support Content Credentials so that people can make informed decisions about the content they encounter.

It will add a "Do Not Train" tag for content creators who do not want their content to be used in model training, and that tag will be associated with content wherever it is used, published, or stored.


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