Adobe relies on Firefly to win over creators

Adobe wants Firefly to do for AI-native creators what Photoshop did for a generation of ad creatives — become the tool they can’t work without. Though Firefly, the tech firm’s AI tool for content creation, launched three years ago, the company is now squarely focused on pulling creators under its umbrella. It just launched a campaign featuring YouTubers like Kinigra Deon (5.8 million subscribers) and Airrack (18.3 million subscribers) showing off how they use Firefly in their creative processes. The campaign ran online, with Adobe keen to appeal directly to creators of all sizes. “The challenge we see from our creators and customers is that it’s not just about more content, it’s about making better content at scale without losing your voice,” said Stacy Martinent, vp of marketing and communications at Adobe.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.