Adobe will debut the first-ever TV ad powered by its Firefly generative AI during … [+]
Adobe will debut the first-ever TV ad powered by its Firefly generative AI during high-profile sports broadcasts on Monday evening. Advertising for Adobe Photoshop highlights the creative capabilities offered by the company. AI technology.
Airing during the MLB playoffs and Monday Night Football, two of the most-watched live events on television, the new Adobe spot will feature Photoshop’s Firefly-powered generative fill feature. Generative Fill uses AI to transform images based on text prompts.
With Adobe’s new ad, generative AI will step into the spotlight, reaching audiences beyond just tech circles. As early adopters have adopted AI tools, a recent study found 44% of American workers have not yet used generative AI, indicating that its capabilities remain unknown to many.
The high-profile publicity also allows Adobe to demonstrate its AI leadership against rivals like OpenAI’s DALL-E in the increasingly competitive generative design space. With AI capabilities now built into many tools, advertising provides Adobe with an opportunity to demonstrate its advantage and differentiate Photoshop for creative professionals.
Since Firefly launched in March, more than 3 billion AI-generated images have been created by users, making it the most popular business model in the world. Adobe is betting that prime-time viewers are now ready to harness the creative potential of its AI.
“This brand new campaign was inspired by the excitement and philosophy of the Firefly tools in Photoshop,” said an Adobe spokesperson. The advert aims to show how AI can enable people to explore new creative possibilities, featuring a girl creating her dream birthday invitation using the technology. Advertising can be seen here.
For Adobe, sports broadcasts represent a privileged opportunity to dazzle a large audience. Advertising buying suggests confidence that showcasing AI leadership can build brand affinity and engagement. It also reinforces expectations that AI will soon be ubiquitous in marketing and media.