If there’s one recurring theme at this year’s OFFF festival in Barcelona, it’s that NFTs are so last year – and this year’s hot topic is generative AI. And nobody is pushing the topic on stage more than Adobe, which this week made some pretty huge generative AI announcements of its own. “Generative AI is here. There is no discussing that. It is really part of the next phase of human driven creativity,” said Rufus Deuchler, Adobe’s director of worldwide Creative Cloud evangelism.
Adobe Firefly, a family of generative AI models, was announced with great fanfare this week, and the company was keen to talk about it at the design and creativity festival. In particular, Adobe is at pains to stress its commitment to ethics and transparency – and, perhaps more importantly, the importance of user feedback at this critical early stage.
