Adobe shows off new Firefly AI for easier editing of images

Adobe (NASDAQ:ADBE) on Tuesday used its 2023 Summit to unveil a slate of new products and services that are heavily skewed toward the digital media giant's push into artificial intelligence technology.

The highlight among Adobe's (ADBE) new AI services is Adobe Firefly, which the company called "a new family of creative generative AI models" that involve image generation and text effects. The Firefly technology will be integrated into Adobe's (ADBE) Experience Cloud marketing and Web analytics products so that businesses can, "generate content designed to be safe for commercial use," according to Adobe (ADBE).

Firefly features include users being able to type in commands to make changes to images, such as changing a photo scene from summer to winter without using any editing tools.

Adobe's (ADBE) push into AI also comes as the company is in the process of getting regulatory approvals for its $20B acquisition of Web design technology company Figma.

As Adobe (ADBE) was showing off Firefly, which will first be available as a beta version for select customers, Google (GOOG) was busy releasing Bard, its new artificial intelligence chatbot to a limited group of users in the United States and the United Kingdom before a wider release to the general public in the coming weeks.