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In this exciting video, we dive into the groundbreaking world of generative AI, brought to you by Adobe’s innovative team. Meet Dave Helmly and Morgan Prygrocki, who are at the forefront of strategic development for Adobe’s professional video tools. Join us as we explore the power of generative AI, its transformative impact on the media industry, and why you should be excited about it.

Generative AI isn’t just another tech buzzword; it’s a game-changer. Unlike previous AI technologies focused on recognition, generative AI takes it a step further. It’s about AI making decisions, assisting you in your creative journey. Imagine an intelligent assistant that understands your needs, guides you, and helps you achieve your creative vision faster and better than ever before.

Adobe Firefly, the pinnacle of 40 years of AI development, represents an entirely new family of generative AI products. It’s designed to empower creators, making the creative process more efficient and productive. With features like text-to-image, generative fill, text effects, and generative recolor, Firefly is your creative companion, offering endless possibilities.

But here’s the beauty of it: you don’t need to be an AI expert. Firefly’s user-friendly interface ensures that everyone, from novices to seasoned professionals, can harness the power of generative AI effortlessly. It’s about simplifying your workflow and letting AI handle the grunt work, so you can focus on what truly matters—your creative vision.

At Adobe, we understand the importance of preserving the role of professional creators. AI isn’t here to replace you; it’s here to enhance your capabilities. As jobs evolve, your value as a creator will only increase. Think of generative AI as a new paintbrush, giving you more control and efficiency in your creative endeavors.

So, whether you’re an experienced pro or just starting your creative journey, generative AI is your partner in creativity. It’s about asking your creative tools, “How can I achieve this?” and getting remarkable results. Join us on this exciting journey as we explore the endless possibilities of generative AI.

Ready to unlock your creative potential? Adobe Firefly is here to take your creativity to new heights. Try it today and experience the future of media production technology. Your creative journey starts now.


Lance Hukill

Chief Commercial Officer

David Merzenich

Managing Director
MoovIT Software Products GmbH (Helmut)

Clayton Dutton

Solutions Architect at Adobe
Frame IO

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Manager of Media Infrastructure and Technology
Complex Networks

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