Adobe adds AI tools to Photoshop powered by updated Firefly Image 3

Adobe released Firefly Image 3, the third generation of its AI-powered image generator, on Tuesday. The company claims this model understands prompts better, can provide greater detail and has “better lighting, positioning, attention to detail [and] advancements to text display.”

What it is. Adobe Firefly is a generative AI tool for creating and modifying images, illustrations, and fonts. It is available in Photoshop (beta) and Adobe’s Firefly web app. The company says a video-generation version will be available in the Premier Pro video editing tool later this year. 

Dig deeper: Legal risks loom for Firefly users after Adobe’s AI image tool training exposed

New in Photoshop.  Adobe has added tools to make adding or tweaking elements of images easier. These include the Generate Image feature (below), which lets users generate images from text prompts in the application. 

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via Adobe

Generative Fill lets users generate new elements based on uploaded reference images (below).

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via Adobe

Generate Similiar can create variations of imported images (below) and add them to projects. 

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via Adobe

The fill and generate similar tools will be particularly useful for matching brand styles and themes in creative assets.

Why we care. Better image-generation tools make work easier for marketers. We are unabashedly and 100% in favor of anything that does this.

Let the user beware. A recent study found that, despite Adobe’s claims, Firefly wasn’t trained entirely on images licensed by the company — raising issues of legal liability. The company has said it will indemnify enterprise users sued over using its imagery. However, that protection goes away if users’ reference images introduce copyright infringement.

About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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