At Adobe MAX 2024 I had the chance to sit down with Adobe's Vice President of Generative AI, Alexandru Costin who set out the company's approach to AI and how it's been influenced by a track record of introducing disruptive technology.
The headline is clear, use AI or fall behind. He told me at a briefing from MAX 2024, "we're embracing the technology, we're putting it in our tools, and we're asking you and hoping you use it, because you can be very successful in this new world [if you] use the tech. If you don't use the tech, you won't compete with other creatives that use the tech."
