Billtrust - Working Capital Tracker - September 2023

Adobe Unveils Commercial AI Product And Plans Price Hikes


Adobe has unveiled a series of generative artificial intelligence (AI) tools for its software.

The company on Wednesday (Sept. 13) announced the commercial release of Firefly, its suite of generative AI models, with native integration across Adobe Creative Cloud, Adobe Express and Adobe Experience Cloud. The release follows six months of testing by the company.

“With over two billion generations, creators amazed us with their engagement and feedback to the Firefly beta, inspiring us to deliver generative AI capabilities that are designed to be commercially safe and seamlessly integrated into the interfaces customers love,” Ely Greenfield, chief technology officer of digital media at Adobe, said in a news release.

Meanwhile, Adobe said prices for a number of its subscription products will go up $2 to $5 each month beginning in November. The company is also offering creators “credits” toward using generative AI features. 

“Starting today, Creative Cloud, Firefly, and Express paid plans now include a monthly allocation of fast; Generative Credits, which are like tokens that enable subscribers to turn a text-based prompt into image and vector content in Photoshop, Adobe Illustrator, Express and Firefly,” the company wrote on its blog.

Earlier this year, Adobe expanded its partnership with IBM to help brands create content using AI, with IBM Consulting offering a portfolio of Adobe consulting services to help customers “navigate the complex generative AI landscape, bringing together innovation, technology and design to digitally reinvent customer interactions,” as IBM said in a news release. 

With the collaboration, Adobe’s enterprise clients gain access to IBM Consulting experts, who can help them employ generative AI models for the design and creative process.

“We’re seeing incredible momentum in AI adoption as more brands turn to generative AI to create seamless and highly personalized customer experiences to drive growth and improve productivity,” said Matt Candy, global managing partner, IBM iX Customer & Experience Transformation, IBM Consulting. 

Meanwhile, PYMNTS spoke last month with Matt Wegner, vice president of global payments & risk at Adobe, about how the tech sector is perfectly positioned to move B2B payments toward a consumer model of technology and service.

Wegner told PYMNTS the tech industry’s approach to consumers must be applied to its business customers as well. 

“On the consumer side, stuff changes very quickly and if you don’t change with it, you lose your customer and you lose your revenue,” he said. “I think that things with technology are moving so quickly that some of that risk probably starts coming into the B2B arena.”