Alexandru Costin, vice president of generative AI at Adobe, told The Verge that artists must embrace AI for future success.
On October 25, the Adobe exec said those who refuse are “not going to be successful in this new world without using it.”
On the other hand, many artists continue to rally against artificial intelligence or AI as it threatens their intellectual properties and livelihoods.
Why Adobe believes AI is a must for artists
Adobe is famous for its image and video editing tools, namely Photoshop, After Effects, and Premiere. Nowadays, the company adds AI features as it believes they are the future.
Costin told The Verge that the software development firm will pursue AI adoption despite some who dislike the technology.
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He added that he “isn’t aware” of any plans to launch products that don’t include generative AI.
“We have older versions of our products that don’t use gen AI, but I wouldn’t recommend using them,” Costin said.
“Our goal is to make our customers successful… [so] they need to embrace the tech.”
David Wadhwani, Adobe’s President of Digital Media, emphasized that the firm is unlikely to accommodate creators who reject AI.
“We’ve always innovated with conviction, and we believe in the conviction of what we’re doing here,” Wadhwani continued.
“People will either agree with that conviction, or they won’t.”
Nevertheless, many creatives rally against AI, regardless of its use. For example, the tweet above features a complaint regarding an AI-generated remake of the Princess Mononoke movie trailer.
READ: Adobe Premiere Pro AI takes video editing to the next level
That is why Adobe tries to appeal to pro- and anti-AI consumers. It assigns specific purposes for its AI tools instead of replacing every aspect of content creation.
“We think that demand for content is insatiable. We also think that human creativity will be a critical part of it,” said Wadhwani.
“If you just rely on AI for all this stuff, you’re going to end up with a lot more content that looks like the same content everyone else is making.”
Adobe’s President of Digital Media believes manmade art will still have value in the future. However, AI art will likely become more prevalent worldwide as Adobe and more companies develop the technology.