Adobe: “The next generation of creative tools will be designed for mixed environments”

“It’s good to see each other again in person.”, Repeat Adobe executives to the press gathered in Paris on the second leg of their first European tour since the Covid-19 epidemic began. It’s good to see each other in person again … to talk about synthetic photography, the web version of Photoshop, and content creation for Metavers. A paradox that does not scare Scott Belsky, Chief Product Officer From Adobe, which confirms that it is “The Future of Creativity”.

Scott Belsky. Adobe / Eigenzation Image.

Paradise of artificial creation

Scott Belsky embodies the principles of Shantanu Narayan, President of Adobe since 2005 and General Manager since 2007. The company gained new expertise by multiplying acquisitions by Behens, a “community of creators” founded by Belsky in 2006. The apps were integrated into Creative Cloud, which persuaded Belsky to return to Adobe in 2017 when he appeared to be destined for Venture Capital.

“Our business has changed dramatically.”Explaining who is now leading the company’s product development, “Many new clients have creative ambitions without professional experience”. Content creators who worked with Google Docs and Tweetdeck before launching Photoshop, junior graphic designers who have been pushed deeper by ESN who no longer want to be software houses, and freelancers who are their own salespeople are asking new questions.

After some testing and error, Adobe Express offers artificial intelligence as an answer. “It’s becoming a fast growing product”Belsky said, “It’s really exciting to see these people working, those who are building their small business, those who are using social media, content creators, influencers who want to create things without going through the learning curve of products like Photoshop. A

AdobeExpress. Adobe Pictures.

Adobe assures that this “creator economy” will agree to lose “A little creative control” For convenience “A lot of power”. Already at risk of standardizing large industrial production? Photoshop’s neural filters show how individual preferences give way to combined preferences, and even restore faces to better adapt to beauty rules.

But after all, “We’ve already been able to do this, but it took a long time.”. Artificial intelligence makes it possible “Free professionals from mundane and repetitive work”Belsky concludes, who dreams of the future Where creativity will be like the predictive keyboard of our phone. We’ll be able to observe your first three or four steps, and show you what we think you’ll do after twelve steps, and click to skip the steps of the creative process. A

Future employees

This future will be collaborative, too, with Adobe insisting that Frame.io can say no more after paying 1. 1.275 billion for capabilities. The collaboration platform, designed for videographers, is still integrated with Final Cut Pro and Davinci Resolve, but “Creates the heart of collaborative functions of creative cloud applications”, After Effects and Premiere Pro. Instead of exchanging messages with a time-stamped list of notes, collaborators can comment directly on the video stream and verify files across the entire workflow.

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