As Adobe Summit 2024 kicks off, the company has unveiled a host of AI features for marketers, CX teams, content creators, and designers.
We’re not surprised that Adobe is pushing hard on AI after the big unveiling of Adobe Firefly at last year’s event. And in 2024, it goes far beyond just generating AI art in Photoshop with a big focus on brand management.
Missed the opening speech? Here are the most important updates from Adobe that you need to know about.
Adobe Firefly services and custom models
The all-new Firefly Services and Custom Models are now available, giving users the ability to automate processes and create branded assets.
Firefly Services is a set of APIs, tools, and services that help users in creative and marketing teams automate repetitive tasks. With custom models, companies can now train AI models on their existing assets to ensure brand-specific AI content generation. The resulting assets are already commercially safe and will comply with brand guidelines.
Most exciting: Look forward to the audio, video and 3D generation later this year.
Learn more in Adobe announces new Firefly-powered services to help you train your own AI models.
Structure reference
There’s a new capability coming to Adobe Firefly – and it’s a serious game-changer for AI content production. The Firefly web app already features the incredibly useful and smart Style Reference. For example, this allows users to upload an image of a car and the AI generates other cars.
Structure Reference is a similar tool. Drag and drop an image into the app, and Firefly produces new content based on the image’s structure (think composition, lighting, subject pose). If you’ve seen it in action and ever tried (and perhaps failed) to recapture the magic of a particular shot, this is really helpful.
Adobe GenStudio
GenStudio is Adobe’s latest innovation for marketers. An all-in-one hub where users can manage content creation, content hub, campaigns, activation, and insights in what’s called a “single source of truth” for brand consistency across the organization.
During the show we saw a demo of GenStudio in action, which took us from content idea to multi-channel assets in minutes. In use it’s undeniably fast and impressive. Essentially, Adobe wants this space to give marketers everything they need to find, create, store and measure assets.
Adobe Experience platform
At Adobe Summit, the customer experience is never far away. So we’re not surprised that Adobe Experience Platform is getting some updates. The top of these is the AI Assistant, which helps deliver data-driven insights, create campaigns, and more. During the keynote, we are told to think of the AI assistant as a “data guru, analytics maestro.” In addition, Adobe Experience Manager is getting some updates with the new Content Hub, a library to quickly find and reuse assets, plus AI and performance tools.
For the data-savvy, the Federated Audience Composition will be huge. According to Adobe, this means “brands can make high-quality data residing in enterprise data warehouses usable within customer experience workflows, while minimizing the need to move or copy data into Adobe applications.” The idea here is to streamline the user experience while providing data security.
Microsoft 365 partnership
Adobe and Microsoft have long had close ties, so this new partnership may not come as a big surprise. But it’s certainly powerful: the ability to view Adobe Experience Cloud workflows and insights, and Dynamics 365 data within Microsoft Copilot and apps like Outlook and Word.
“By integrating contextual marketing insights from Adobe Experience Cloud applications and Dynamics 365 into the workflow through Copilot for Microsoft 365, we are achieving our shared purpose and helping marketers streamline their efforts, break down barriers and deliver exceptional results,” said Jared Spataro , corporate vice president, AI at Work, Microsoft.
The company said the initial offering will target marketers working in teams and campaigns, but expects this to grow.