As for the artificial intelligence debates, which have been on the agenda for some time due to copyright issues, Adobe executives believe that artists and people must embrace artificial intelligence or be left behind in the changing digital world.

Alexandru Costin, the company’s vice president of generative AI tools, acknowledges some artists’ resistance to AI technology, but argues that these people cannot succeed without using the technology. Costin also notes that there are no plans to develop AI-free Adobe products for creators who prefer the creative process to be done manually.

“They will embrace it or be left behind.”

David Wadhwani, head of digital media at Adobe that artificial intelligence technology occupies an important place in the company’s basic strategy expresses. Wadhwani states that the company is investing in artificial intelligence tools with an innovative approach and believes that these tools will give a new direction to the industry even in the short term. While Wadhwani thinks it’s normal for some people to criticize the use of artificial intelligence, he thinks Adobe is pursuing a strategy that will deliver long-term success in addition to these criticisms.

Adobe’s AI-focused strategy has many people inside and outside the art industry concerned. Those who defend traditional production processes fear that artificial intelligence could devalue artistic labor. On the other hand, large advertising agencies and companies that want fast content production see artificial intelligence as an exciting solution.

Adobe wants to use artificial intelligence tools to reduce artists’ workloads rather than replace them. According to Wadhwani, the rapid increase in demand for content makes the place of artificial intelligence in the industry inevitable.

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