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Adobe To Tap Generative AI

Narayen wrote that AI will help us do things that we couldn’t have imagined a decade ago…reports Asian Lite News

AI and generative AI have enormous potential and we believe that these disruptive technologies will drive further acces­sibility and adoption of our products, Adobe Chairman and CEO Shantanu Narayen has stressed.

According to him, AI is an accelerant for idea generation and refinement among the world’s creative minds and for businesses, “it presents opportunities for greater automation, productivity, and personalisation”.

In a latest November-December issue of Harvard Business Review, Narayen wrote that Adobe has invested in these technologies for more than a decade, and delivered hundreds of innovations across portfolio through Adobe Sensei, which helps customers improve the precision, ease, and speed with which they do their work.

“Our ongoing R&D investments have also enabled us to develop and deploy Firefly, our generative AI technology — a copilot that augments rather than replaces human ingenuity— with impressive speed,” he mentioned.

According to him, every disruptive technology presents exciting opportunities for Adobe to innovate and increase its addressable market.

This has been true for cloud computing, mobile, and, most recently, artificial intelligence.

“But with any hot technology trend, the leadership challenge is to distinguish between hype and reality so that you can make an informed decision about its potential for your business,” said Narayen.

At the recently-concluded creativity conference ‘Adobe MAX 2023’, the company unveiled over 100 new features across flagship Creative Cloud applications, including new Firefly-powered features and web-based workflows in Illustrator and Photoshop, new AI-powered editing capability in Lightroom, plus new AI-first Generative Fill and Text to Template features in Adobe Express.

Narayen wrote that AI will help us do things that we couldn’t have imagined a decade ago.

“Adobe is at the forefront of its development and use because we have always been, and always will be, focused on enabling art through technology. Before launching Firefly, we talked to hundreds of customers, including those who were concerned that generative AI would hurt their careers, and enlisted their help in making our product the best it could be,” he explained.

“Of course, we don’t expect everyone to like the way we use generative AI, and that’s OK. But our approach to building it puts accountability, responsibility, and transparency at its centre, the Adobe CEO emphasised.

Adobe has been a beacon of innovation, had been profitable since its first year, and was on track to announce $3.16 billion in revenue later that year.

Today, the company has more than 29,000 employees and more than $18 billion in annual revenue.

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Tech majors unite to boost next-gen AR

The alliance seeks to standardise the 3D ecosystem by advancing the capabilities of Open Universal Scene Description (OpenUSD)….reports Asian Lite News

Tech majors like Apple, Pixar, Adobe, Autodesk and NVIDIA, along with the Joint Development Foundation (JDF) which is an affiliate of the Linux Foundation, on Tuesday announced the Alliance for OpenUSD (AOUSD) to promote the standardisation, development, evolution, and growth of Pixar’s Universal Scene Description technology.

The alliance seeks to standardise the 3D ecosystem by advancing the capabilities of Open Universal Scene Description (OpenUSD).

By promoting greater interoperability of 3D tools and data, the alliance will enable developers and content creators to describe, compose, and simulate large-scale 3D projects and build an ever-widening range of 3D-enabled products and services.

“OpenUSD will help accelerate the next generation of AR experiences, from artistic creation to content delivery, and produce an ever-widening array of spatial computing applications,” said Mike Rockwell, Apple’s vice president of the Vision Products Group.

“Apple has been an active contributor to the development of USD, and it is an essential technology for the groundbreaking visionOS platform, as well as the new Reality Composer Pro developer tool. We look forward to fostering its growth into a broadly adopted standard,” he added.

The alliance will develop written specifications detailing the features of OpenUSD.

This will enable greater compatibility and wider adoption, integration, and implementation, and allows inclusion by other standards bodies into their specifications.

The Linux Foundation’s JDF was chosen to house the project, as it will enable open, efficient, and effective development of OpenUSD specifications, while providing a path to recognition through the International Organisation for Standardisation (ISO).

AOUSD will also provide the primary forum for the collaborative definition of enhancements to the technology by the greater industry.

“We open-sourced the project in 2016, and the influence of OpenUSD now expands beyond film, visual effects, and animation and into other industries that increasingly rely on 3D data for media interchange,” informed Steve May, Chief Technology Officer at Pixar and Chairperson of AOUSD.

Guido Quaroni, Senior Director of Engineering, 3D&I at Adobe said that leveraging a common 3D data representation during the creative process multiplies the value brought by each package and device.

“OpenUSD was created to be one of these ‘multipliers’ and we are excited to see a diverse group of companies joining together to support this innovative and open technology,” Quaroni added.

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Adobe widens India footprint

Adobe.

India is Adobe’s largest employee base outside the US, and a major hub for software innovation, and business development…reports Asian Lite News

Software major Adobe on Monday announced the opening of a state-of-the-art office tower in Bengaluru that will host over 2,000 employees.

With over 7,800 employees spread across five campuses in the country, India is Adobe’s largest employee base outside the US, and a major hub for software innovation, and business development.

“Adobe was among the first technology companies to invest in India 25 years ago. Today, our India teams are central to Adobe’s global innovation agenda and cross cloud leadership,” said Abhigyan Modi, Country Manager – Adobe India and SVP – Document Cloud, Adobe.

The India teams are leading the charge on digital learning and print business, fuelling development of products across Document Cloud, furthering the reach of Experience Cloud solutions and reimagining Creative apps ecosystem with AI-led innovation.

“Our Bengaluru office expansion marks the next chapter in Adobe’s incredible journey in India, Modi added.

Earlier last month, Adobe had announced the opening of its new Founders Tower in San Jose, California.

“With the opening of our new office tower, we’re expanding our presence and commitment to India, adding capacity and growing our innovation out of the Bengaluru campus,” said Abdul Jaleel, ?Vice President, Employee Experience, Adobe India.

The new building design embraces a digital-first mindset that represents Adobe’s hybrid workplace philosophy centered around empowering employees to come together for the moments that matter, build connections, foster community, and enable creativity.

On each floor, employees can take advantage of unique spaces like quiet focus rooms, collaborative co-working spaces, modern workstations, vibrant meeting rooms and more, said the company.

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‘Experience is new currency of digital economy’

To stay ahead in India’s hyper-competitive market landscape, businesses must understand the context behind every customer interaction and unlock actionable insights, she added…reports Nishant Arora

As companies, from startups to big enterprises, aim to deliver customer experiences, time is a critical component and software major Adobe is creating new-age tools to bring innovations to millions of people in milliseconds, the company’s India head said on Saturday.

According to Prativa Mohapatra, Vice President and Managing Director, Adobe India, personalized customer experiences have become the new currency of India’s booming digital economy.

“Earlier, we used to have an IT strategy or a data strategy. Now, the customer experience strategy is a fundamental strategy for every company. Be it a startup that is born in the Cloud or an established enterprise, the differentiator today is having a better, well-thought out customer experience strategy,” Mohapatra told.

To stay ahead in India’s hyper competitive market landscape, businesses must understand the context behind every customer interaction and unlock actionable insights, she added.

As e-commerce became the primary way to purchase goods, Adobe worked with online fashion platform Nykaa to boost their e-commerce strategy and deliver personal care items that customers needed at home.

It also helped Tata CLiQ prioritise customer experience by continuously working to understand customer needs and adapting interactions.

In the aviation sector, the software major helped airlines like IndiGo to further customer experiences and accelerate business decisions through automation.

According to Mohapatra, we are in the era of ‘digital for personalisation’.

“In India, digital personalisation at scale is a new currency of survival. The need to build a future-proof customer experience management strategy has never been more important than it is now,” she noted.

Today, Adobe India continues to see exponential growth for its country operations and it is, in fact, one of the most strategic markets for the company globally

With around 7,000 employees, Adobe India is one of the fastest-growing business markets globally and in the APAC region.

Over one-third of the innovation emerges out of India across the three clouds – Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Document Cloud – with AI as the foundation for all developments.

From HDFC Bank to ICICI Home Finance Company and from Aditya Birla Fashion & Retail Limited to Odisha Tourism, Adobe is powering several top organisations and entities in the country.

“Booming online commerce is a great opportunity for us in India. People want more and more services, goods and things to be delivered right at their doorsteps. The customer journey use cases are changing rapidly in the pandemic,” Mohapatra told IANS, adding that she is excited to steer the organisation at a time when there are so many possibilities.

“Metaverse and non-fungible tokens (NFTs) are the next big thing. Most of the real-life things are coming inside a virtual border. We want to make everyone creative in this new, 3D world brimming with Blockchain-based innovations,” she emphasised.

Adobe has announced new innovations across Creative Cloud and Experience Cloud, to bring its 3D content creation and personalisation solutions to businesses across a wide spectrum of industries.

The software major has also announced to integrate Ethereum Blockchain platform Polygon into its Behance social media platform, allowing users to showcase Polygon-based non-fungible tokens (NFTs).

Behance is the world’s largest creative network for showcasing and discovering creative work.

Adobe acquired Behance in December 2012 and in October last year, the platform began integrating tools for digital artists to create NFTs.

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