Adobe’s new bulk AI image tool can edit thousands of images in seconds

Why Firefly Matters

The big picture: Traditional AI-based image tools often focus on generating images from scratch using text prompts, which has invited controversy due to copyright concerns. Firefly, however, leverages prompts to make complex edits to existing images within Adobe programs like Photoshop and Illustrator. Users can seamlessly add objects while maintaining consistent lighting, introduce new patterns, remove backgrounds, or extend image boundaries – though sometimes with unintentionally humorous results.

Adobe has added numerous features to its Firefly GenAI suite since its introduction in 2023. The latest update enables companies to adjust images in bulk – and when they say bulk they are claiming by the thousands, if necessary. Known as Firefly Bulk Create, this tool aims to accelerate advertising and messaging campaigns by making image alterations more efficient. While some critics worry that this technology might erode human artistry in advertising, Adobe’s press release promotes the new tools as a means to cut through tedious work.

According to a now-removed Adobe press release (perhaps deemed too contentious for its audience?), the Bulk Create feature can automate tasks like removing backgrounds, resizing images, and making other adjustments that would otherwise be repetitive if done manually. The functionality could facilitate large-scale communication by helping companies and organizations quickly customize assets for multiple channels and platforms.

Currently, Bulk Create appears as two distinct functions within the Firefly web app. One function enables users to upload images, change their backgrounds, and save copies in batches as PNGs or JPEGs. The other function automatically adjusts image dimensions to fit the requirements of social media platforms like TikTok, Instagram, and Facebook by stretching or resizing backgrounds.

In addition to Bulk Create, Adobe plans to introduce a new method for automating brand layouts in Firefly next month. This feature, entering beta, will integrate InDesign APIs with various data sources, allowing companies to arrange text and images into templates for posters, magazines, and other advertising formats.

Although Adobe mostly advertises its AI tools by discussing how it reduces the tedious aspects of editing pictures on a mass scale, the company still mentions the controversial use of GenAI for creating new images or performing tasks traditionally handled by human artists.

For instance, Adobe is launching GenAI avatars in beta this month, featuring capabilities like text-to-speech and automatic animation. Additionally, AI-based translation, dubbing, and lip-syncing for videos are expected to exit beta soon.

Since the launch of Firefly, Adobe has attempted to address fears about copyright and the potential impact of GenAI on human creativity. The toolset is partially trained on stock photos, and Adobe has promised to compensate artists who contribute to improving the AI. Despite this, skepticism remains prevalent, as the debate over the ethical implications of GenAI remains contentious.