Dystopian or pioneering?

Opinions on the newest innovations in image and chat devices generated by artificial intelligence may vary, but it was only a matter of time until something similar approached the promo industry.

Adobe has announced its foray into the generative AI business with the reveal of Adobe Firefly.

  • Adobe’s application offerings were already useful tools for many promo companies.

With the product still in the beta stage, it’s yet to be determined whether Adobe Firefly will be a game-changing innovation for distributors and suppliers or something more along the lines of an impressive party trick.

What Is Adobe Firefly?

Adobe Firefly is essentially a graphic design tool for people with limited (or no) experience in graphic design.

  • Firefly can take a user’s text prompt and create an image.
  • Its intended design is to be as user-friendly as possible.

At its full potential, Firefly users will be able to “create images, vectors, 3D imagery, audio and video brushes, gradients and more,” according to Forbes.

  • A random prompt, such as “a branded water bottle at a trade show in Las Vegas,” can, in theory, generate an image depicting that description.
  • Buttons and drop-downs on the user face help the user specify the initial image to their preference.

Adobe Firefly is currently in the beta stage. The beta product will initially integrate with:

  • Adobe Photoshop
  • Adobe Express
  • Adobe Illustrator
  • Adobe Experience Manager

 

Can Promo Use Firefly?

Even in the beta stage, Adobe Firefly can be a tool for some promo companies. How valuable a tool is a different question.

  • The problem with AI technology is that it generates an approximation of an idea.
  • This will likely be the case in the near future even as technology continues to develop.
  • For branded designs, precision is typically a must.

Chris Reinecke, owner of Reinecke Design LLC with a background in graphic design, says that it can be an efficient way to communicate an idea, assuming you are still in the brainstorming phase.

“It will be useful in visualizing an idea, and in communicating that idea, in an unfinished format for product mockups, like in a pitch,” Reinecke says. “For the distributor, AI might be fun window dressing but offers little value to the business.”

For most branded designs, requirements are specific and allow for no wiggle room.

  • For imprints, color space, vector and resolution must be exact.
  • Using Firefly would still require entering those specifications oneself.

A few promo uses that Reinecke could envision Firefly being a helpful tool with include:

  • Product mockups.
  • Traditional print uses like brochures or pamphlets.
  • New product ideas that could use a rough visual representation.

“AI is a kind of synthesis of imagination,” Reinecke says. “When you think of something but don’t have the technical skill to pull it off, tools like Firefly may be the perfect solution. Decorators and distributors typically work with existing IP, [requiring specifications] that are all outside of what AI does, generally.”

One strength of Firefly is it is intended to circumvent some of the legal issues that many current AI-generated images may be on the verge of running into regarding copyright issues.

  • The Firefly AI is trained on the thousands of Adobe stock images that are openly licensed, so any given image will not be infringing on designs on the internet that were created by people who own the rights to those images.
  • This should protect users from copyright infringement and protect artists from having their images mined for AI purposes.

 

How To Get Access To Adobe Firefly

Adobe Firefly is still in the beta stage. To apply to be part of the beta group, click here.

  • Adobe will soon send out invitations to applicants who expressed a desire to join the beta group.
  • A timeline for when prospective Firefly features will be made available has not yet been established.