Adobe and NVIDIA announced plans to co-develop a new generation of advanced generative AI models. Following the announcement this week at the 2023 CTC conference in San Fransisco, the new Adobe and NVIDIA partnership will focus on deep integration of generative AI in various creative workflows.
What is Adobe and NVIDIA generative AI?
A generative artificial intelligence system is one that is capable of generating text, images, or other media in response to human prompts.
As NVIDIA CEO Jensen Huang indicated in his recent GTC keynote, generative AI is having a profound effect on our world. Generative AI systems use generative models such as large language models to sample new data statistically. So the AI model is continually gathering, assimilating, and learning new material.
Some of the new AI models will be jointly developed and brought to market through Adobe’s Creative Cloud, using flagship products such as Adobe Photoshop, Adobe Premiere Pro, and Adobe After Effects. They will also use the the new NVIDIA Picasso cloud service in order to reach third-party developers.
NVIDIA’s Vice President of Corporate Marketing and Developer Programs, Greg Estes explained:
“Generative AI provides powerful new tools to empower unprecedented creativity,” “With NVIDIA Picasso and Adobe tools like Creative Cloud, we’ll be able to bring the transformational capabilities of generative AI to enterprises to help them explore more ideas to efficiently produce and scale incredible creative content and digital experiences.”
Adobe Chief Strategy Officer and EVP, Design and Emerging Products, Scott Belsky added, “Adobe and NVIDIA have a long history of working closely together to advance the technology of creativity and marketing. We’re thrilled to partner with them on ways that generative AI can give our customers more creative options, speed their work, and help scale content production.”
Adobe and NVIDIA partnership priorities
One of the ideas behind the partnership is to address misinformation and fakes, through a process of digital content provenance. Adobe is also developing new generative AI services to assist in the creation of video and 3D assets and to help marketers scale and personalize content for digital experiences through advancing end-to-end marketing workflows.
Another aim is to ensure the commercial viability of the new technology. NVIDIA Picasso lets users 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 speed up productivity for creativity, design, and digital simulation through simple cloud APIs.
Adobe and NVIDIA Content Authenticity Initiative
Adobe founded the CAI (Content Authenticity Initiative) to develop open industry standards for establishing attribution and content credentials. CAI adds to content at the point of capture, creation, edit, or generation, so that viewers can ascertain when content was generated or modified using generative AI. Adobe and NVIDIA, along with 900 other members of the CAI, support Content Credentials so people can make informed decisions about the content they encounter.
The partnership also has an element of fun too as Adobe also introduces Firefly, its new family of creative generative AI models. Some of Adobe Firefly’s models will be hosted on NVIDIA Picasso. This will optimize performance and generate very high-quality visual assets for various creatives.
Adobe unveiled the beta of its first model focused on the generation of images and text effects designed to be safe for commercial use. Firefly will bring even more precision, power, speed, and ease directly into Adobe Creative Cloud. It will also appear on Adobe Document Cloud, and Adobe Experience Cloud too.
Watch the Jensen Huang’s keynote speech
A recording of NVIDIA CEO Jensen Huang’s GTC keynote can be found here or here.
Since its founding in 1993, Santa Clara, California-based NVIDIA (NASDAQ: NVDA) has been a pioneer in accelerated computing. Starting firstly with the company’s invention of the GPU (graphics processing unit) in 1999, it sparked the growth of the PC gaming market. It also redefined computer graphics, ignited the era of modern AI, and is fueling the creation of the metaverse. NVIDIA is now a full-stack computing company with data-center scale products that are reshaping the industry. For more information, please click here.
Adobe (NASDAQ: ADBE) started in 1992. Its headquarters are in San Jose, California. It produces industry-standard software for the creation and publication of a wide range of visual content. This includes graphics, photography, illustration, animation, multimedia/video, motion pictures, and print. For more information, please click here.
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