Adobe’s AI-Driven Tools Tackle Legal and Ethical Concerns
Adobe promised “accountability, responsibility and transparency” in the training and use of their newly-released AI tools.
At Adobe's annual Max confab, taking place at the Los Angeles Convention Center this week, the company's CEO, Shantanu Narayan, described Adobe’s artificial intelligence (AI) innovations as a "creative co-pilot" designed to enhance productivity. Despite the controversy and uncertainty surrounding the technology, Narayan asserted that AI would "never replace human ingenuity."
Adobe released its Firefly generative AI tech last month and took the opportunity to showcase the AI-supported features for Photoshop, Illustrator, Express etc. The demonstration highlighted the text-based tool in the editing software Premiere Pro that is recognized by some as a game changer for film editors worldwide.
Besides showing the technological advancement, Adobe Digital Media's CTO, Ely Greenfield, delved deeper into the ethics of their generative AI. Speaking to The Hollywood Reporter, Greenfield emphasized Adobe's commitment to preventing unintentional harm and bias during content creation. He acknowledged the challenges of creating an entirely unbiased model but stressed the importance of understanding and therefore minimizing these biases.
The legislation around AI remains "fluid," according to Greenfield. While jurisdictions worldwide are working on framing and standardizing AI laws and regulations, the technology and its induced complications continue to evolve. However, Greenfield highlighted Adobe's recent efforts, including the integration of a “do not train” tag allowing artists to stop their content from being used as training data for Adobe AI tools. This initiative stems from the Coalition for Content Provenance and Authenticity, co-launched by companies including Adobe and Microsoft in 2019.
The AI’s rising impact on the creative industries is undeniable, but as Greenfield succinctly put it, the aim now is not to hinder AI's progress but to shape its trajectory for the creative world's benefit. This sentiment especially resonates with the film editing community, many of whom view AI with a mix of intrigue and concern. Addressing these valid apprehensions, Greenfield presented a realistic yet optimistic picture as he encouraged creative professionals to “Lean in and figure out how you can take advantage of it”. AI will not replace creative professionals, but a disruption has been brought and a distinction will likely be evident between those who adeptly integrate AI and those who resist.
It may be a rather uncomfortable transition for some, admitted by Greenfield, but he stayed hopeful that opportunities will remain, and artists will still be able to tell great stories and perhaps even in a more effective way.