'AI should benefit creatives, not replace them'
If there was one buzzword during the opening keynote of Adobe MAX 2022 this year, it was AI. The company announced a slew of new features across its entire product suite, and most of them involved the Adobe Sensei machine learning engine. But just as notable as Adobe's AI focus this year was its eagerness to acknowledge the creative community's concerns about the tech.
New AI tools hitting Creative Cloud include Photoshop's photo restoration and background replacement tools, along with one-click colour correction in Premiere Pro and text-to-image prompts for Adobe Express. But for the first time during a MAX keynote, Adobe dedicated almost as much airtime to its sense of responsibility with AI tech as it did to the features themselves.
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