Adobe marketingAI and Big Data

Analysing Adobe Firefly at the Adobe Summit 2023

Photoshop Beta now includes Adobe Firefly AI art functions. These enable image manipulation by using artificial intelligence. Image-generating AIs have been at the center of discussions for quite some time, and we’ve been covering this topic on Visionary Marketing since the beginning of the year, and have been practicing it for almost a year now. While opinions are varied, Jared Paulin has just declared that Adobe Firefly’s AI functions are the end of photography. Is he right? As promised in a previous post, we at Visionary Marketing have prepared a demonstration of the use of Adobe Firefly’s AI art generation. Note that this post (#disclosure) is produced as an #Adobepartner as part of the #AdobeSummitEMEA 2023. The summit can be viewed here.

Demonstrating generative AI in Photoshop, Lightroom, and Adobe Firefly

Personally, We don’t quite agree with Jared Paulin. After all, digital photography, which was supposed to kill off film photography, yet has had exactly the opposite effect. Instead of stifling it, it has given it a second wind and even multiplied its effects, since. We can say without hesitation, in today’s world everyone is a photographer (whether good or bad, admittedly, a photographer nonetheless).

Photoshop and AI: AI won’t kill photography, it will change it

So sure, professional photographers who haven’t reinvented themselves have suffered a bit. But all professions evolve, and you have to be able to seize opportunities rather than lament them.

After that, we can argue for hours about whether the bokeh quality of an iPhone or Android is better or worse than that of your favorite lens on your big 6 lb SLR, but it’s all a bit speculative.

The same goes for AI-generated photography and retouching directly integrated into Photoshop. The results are absolutely stunning.

So impressive, in fact, that we decided to organize this little demonstration at the drop of a hat last night, to show you what exactly Adobe Firefly is capable of. To do so, we took a photo of a cathedral, not necessarily a very good one, on which we have added and removed a lot of things.

Is this photo a representation of reality? Certainly not. But does that make it uninteresting? Certainly not. It gives the marketer an opportunity to extend their creativity and illustrate their content in a different, more controlled way.

Of course, there’s no shortage of warnings that photos can be retouched to make people think they’re seeing things differently. But it’s also worth pointing out that officials the world over didn’t wait for the generative AI inside Photoshop to manipulate images.

On the other hand, even Napoleon succeeded in spreading images of himself that were very different from reality, by manipulating the painters who portrayed him. 200 years later, this entirely fabricated image that we have in mind and think is accurate.

Images have always been used – alas – to lie

Since the beginning of time, images have been used to lie or inspire, depending on the intentions of the creator.

So what counts then? It is not so much the risk involved in misusing an image, but rather how to guard against it. That’s why Adobe has added a number of protective features. They’ve put them directly inside their photo manipulation tool, which Is detailed in this demonstration.

In conclusion, as always the problem seemingly lies not with the tool, but with those who use it with deceptive intentions. Does that make the tool necessarily bad? As content creators, we at Visionary Marketing aren’t sold and look forward to exploring future use of such tools like Adobe Firefly.


Matthew Ryan Nielson

Matthew Ryan Nielson

Matthew is a student at Ohio State University currently working as a junior content writer at Matthew est étudiant à Ohio State University et travaille actuellement comme rédactreur junior de contenu chez More »


Back to top button

Discover more from Marketing and Innovation

Subscribe now to keep reading and get access to the full archive.

Continue reading