Vice President of Generative Artificial Intelligence at Adobe Alexandra Kostin in an interview The Verge said that creators will not be able to succeed in the new world if they do not use artificial intelligence.
Adobe itself is no longer even planning to launch products for artists without AI, despite criticism from people who like to do things manually or oppose the way artificial intelligence is changing the creative industry.
«We have older versions of our products that don’t use AI, but I wouldn’t recommend using them,» says Kostin. «Our goal is to make our customers successful, and we believe that in order to succeed, they need to embrace» technology.
David Wadhwani, President of Digital Media at Adobe, supports his colleague’s opinion:
«People will either agree with this belief or not, but we believe that our approach is one that will definitely win in the long run».
According to Wadhwani, generative AI functions (released, in particular, on models of Adobe Firefly) are the most popular products Adobe has ever released.
At the same time, Adobe says that they want to implement artificial intelligence in a way that allows artists to focus on collaborative work — without completely replacing people, but with tools that will make the work more efficient and not boring (for example, when it comes to resizing, masking objects, etc.).
«We believe that the demand for content is insatiable. And human creativity will be an important part of that,» Wadhwani said. «Of course, if you just rely on artificial intelligence to do all these things, you’re going to end up with a lot of repetitive content».
The executives back up their words with a company survey that shows that demand for content doubled from 2021 to 2023, while growth in 2025 could reach 2000%, which prompts Adobe to create new ways to produce it — and generative AI is the most attractive option here.
Adobe says that generative AI will also create new jobs, while some old specialized roles may disappear entirely.