Adobe looks to integrate AI, ML in all products: India MD

Global content and cloud software conglomerate Adobe will look to integrate artificial intelligence and machine learning into all its product offers rather than using these technologies to make separate tools, the company’s vice president and MD of India operations Prativa Mohapatra said.

The company, which achieved a revenue of $4.66 billion in the first quarter of FY23, hopes that the infusion of these technologies will help the company shore up more revenue across product categories.

“We are one of the few companies who are infusing this (AI & ML) into all our product categories. I definitely expect the uptake of these product categories as the infusion of these technologies makes them more attractive to our customers. We will get an uplift in revenue per customer,” Mohapatra said.


Earlier on Tuesday, the company had announced the beta launch of its new generative AI model Firefly, focussed on generating images and text.

The beta model, which has been trained on Adobe’s stock images and images where the copyright or intellectual property has expired, has been opened to the public on a limited basis.

The idea, Mohapatra said, was to get people to try out the tool and give feedback which would help the generative model remain within the confines of ethical AI. The company has also set up multi-level guardrails to ensure that bias of any kind and problematic content does not get generated by the tool, Mohapatra said.

“The industry is coming together to create rules, regulations, principles, by which all of this will get deployed. That's one pillar of the guardrail. The next pillar is what data are you using or what images in this case. Are we using the right data to train the models, right? And the third pillar is who is validating whether the outcome is right or wrong,” she said.

Though the company remained committed to its idea of creativity for all, it also understands that there will be negative and positive creativity, Mohapatra said.

“So obviously, when we want to drive positive creativity, there would be actors who might bring in negative creativity. But we will bring checks and balances to prevent these guys. It is going to evolve,” she said.

Adobe had, on Tuesday, also announced a new partnership with NVIDIA to co-develop a new generation of advanced generative AI models that will focus on integration with tools and applications that creators and marketers around the world use.

In addition to Firefly and its partnership with NVIDIA, Adobe also unveiled Adobe Express for Enterprise and a Content Supply Chain solution.

(The reporter is in the US to cover Adobe Summit 2023 at the invitation of Adobe.)