But controllability is where Adobe thinks it can set itself apart. Adobe’s CTO of digital media, Ely Greenfield, tells TechCrunch there is a “huge appetite” for Firefly’s AI tools where they can complement or accelerate existing workflows.
For instance, Greenfield says Firefly’s generative fill feature, added to Adobe Photoshop last year, is “one of the most frequently used features we’ve introduced in the past decade.”