Adobe’s Deepa Subramaniam asserts that AI model development is guided by a clear purpose, not just a trend

Miami, Florida: While the result may have surprised many, the emergence of OpenAI’s video-generative AI, Sora, earlier this year was anticipated. Meta had previously shared insights into their approach to a similar generative AI model, indicating a growing trend in this innovative technology. However, Adobe’s recent announcement of the Firefly Video model during the annual MAX keynote has positioned the company as a leader in the generative video landscape, securing them significant bragging rights as this new chapter unfolds.

As generative video technology continues to evolve, its integration into video editing workflows is expected to accelerate rapidly. This development is just one facet of Adobe’s broader push into artificial intelligence, which now permeates the company’s offerings. Introducing over 100 new features across their software platforms reflects Adobe’s commitment to leveraging AI to enhance creativity and productivity, setting the stage for a transformative future in digital content creation.

Since Firefly’s launch, there has been a better understanding of generative AI and how it improves workflows across Adobe apps.

Deepa Subramaniam, Vice President of Product Marketing for Creative Professionals at Adobe, undoubtedly has a packed agenda. She is responsible for overseeing the development of AdAdobe’s most popular platforms while ensuring adherence to the company’s ethics and safety policies. These principles have been central to the evolution of the Firefly model since its introduction in March of last year. In a conversation with HT, she emphasizes, “W. We’re focusing on further enhancing and maturing that. This means more models and more workflows within our applications.”

“Subramaniam discusses the Firefly models and their integration into applications like Photoshop and Lightroom, highlighting how these tools bring renewed relevance to creative workflows. She also touches on the generative AI features, such as Fill and Extend, developed based on user feedback. Furthermore, she reflects on the evolving competitive landscape in AI, providing insight into how Adobe plans to navigate these challenges while continuing to innovate in creative technology.

Zoho is one of the few Indian technology companies with a unique approach to building a long-term business. What is it?

The feedback from enterprises and individual freelancers has powerfully underscored a unified vision for how they want AI to be brought to life in their creative processes.

“W” are committed to advancing this vision by further enhancing our offerings,” “Subramaniam explains. “T” entails developing more models and expanding workflows within our applications.” “he highlights the exciting addition of Premiere to Adobe’s suite of professional applications, including Photoshop, Illustrator, and Lightroom, all now equipped with generative AI capabilities such as Generative Extend and Firefly. However, it is not just about integrating these tools but also about empowering creators with greater control. Adobe’s foundational approach emphasizes content authenticity, utilizing content credentials to promote literacy and transparency regarding the provenance of content. Introducing a web application allows creators to verify and sign their work, further maturing this commitment to integrity in digital content creation.

There is powerful generative tech, such as distraction removal and generative expansion, now available. Do you believe AI influences, in a way, the definition of creativity?

Deepa Subramaniam asserts that creativity is a deeply personal concept, reflecting individual choices and expressions. “T” The desire to tap into one’s creative spirit is an inherently human trait,” he explains. C ” Choosing to create and express oneself is a personal decision.”

“he challenges the notion of creativity by asking whether removing distractions from a photograph can be considered creative. “I” would ask someone who edits their photos whether they see that as a form of creative expression when curating an image to share,” “he says. While Subramaniam admits she is an avid user of Lightroom Mobile but rarely posts on social media, she values the platform for curating photos that hold significance in her life. “F”r me, editing in Lightroom isn’t about achieving the perfect image; it’s about reliving those moments,” “he shares. “W” ether itit’sapturing the joy of my son laughing at the zoo or sharing those memories with the family, that process taps into nostalgia and becomes a form of creativity. Creativity can encompass various definitions and experiences, ultimately reflecting the perspective.”

Even after all these years, Adobe has yet to have direct competition on this scale; smaller, more focused platforms pose challenges. How is Adobe contending with that, and does that warrant a change in approach?

And photography. “It’s a vast spectrum of applications, “he notes, adding that the growth in these categories is a positive trend. “T” The increase in demand for video creation and the accessibility of digital photography to hobbyists, beyond just professional photographers, are exciting developments.” He also emphasizes the rising interest in design, graphics, or website design as more people are drawn to creative fields.

What excites Subramaniam most is how these shifts present opportunities for Adobe. “W” We’re giving accessibility and growth through our products,” “he explains. She points to innovations like Neo, designed to make 3D more accessible for designers, and updates like the Distraction Removal tool. “It’s an exciting time for creativity,” “he says, noting that Adobe focuses on innovating to bring flagship applications beyond the desktop and into browsers and mobile devices. “W” wants to continue reaching new audiences who are eager to create and need the best tools.

Adobe always makes it a point to say that functionality and updates are always done by listening to user feedback. Does that have an inherent disadvantage with time?

Deepa Subramaniam highlights AdAdobe’s rapid innovation, pointing to the swift development of AI models like Firefly. She credits user feedback through public betas for driving improvements, such as Generative Expand in Photoshop and vector workflows in Illustrator. Subramaniam emphasizes that community engagement has been vital to AdAdobe’s Impressive pace of innovation.

The video-generative AI journey is just beginning. In the coming year, we will focus on ethical innovation, balancing competition with user trust and needs.

Deepa Subramaniam expresses excitement about AdAdobe’srogress in the video, highlighting the Firefly Video model as the start of a more extensive journey. She emphasizes that the model was developed in close collaboration with users and exceptionally professional video editors to solve challenges like extending footage—a task made more accessible with generative AI. Subramaniam credits the partnership between research and application teams, leading to innovations such as Generative Fill in Photoshop and Generative Extend in Premiere Pro. She stresses that Adobe focuses on integrating AI into workflows and enhancing the user experience, encouraging participation in the public beta to refine the models further.

You may also like: Confusion Arises as Separate Ticketing Apps for Metro Lines Inconvenience Commuters