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Digital Camera World
Digital Camera World
Tom May

Adobe seems obsessed with Firefly… but I think it could be on the way out

Adobe Firefly
A young child looks up at a glowing, humanoid figure made of light and stars in a forest.

If you've visited an Adobe Max event recently, or streamed one online, you know the drill. Every presentation, every demo, every conversation revolves around one thing: Firefly. Adobe's "commercially safe" AI has been its obsession, pushed as the solution to every creative challenge.

At Adobe Max 2023, it was all about Firefly integration into Photoshop and Illustrator. Max 2024 brought more Firefly features, including video generation. The message was clear: Adobe had built the future of creative AI, and it was called Firefly.

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