"Adobe Next Live" at Tate Modern - AI & Creativity

"Technology Evangelist" Emily Bisset  at Adobe Next Live

At today's "Adobe Next Live" event at London's Tate Modern, software giant Adobe have been presenting their insights into changing technology and how educators and creatives can take advantage of the big changes currently facing the creative industries.  

"Technology Evangelist" Emily Bisset gave the keynote speech exploring how creatives can learn from and embrace the change.  She was followed by Laura Jordan-Bambach,

founder and CCO of the creative agency "Uncharted".  

Technical Change - "Surfing The Wave"

Tate Modern

Generative AI is levelling the playing field across the creative industries, as the traditional tools used to create media are being replaced by new tools. 

Ethics & AI

Adobe's AI Firefly tool is trained on licensed content, offering legal and ethical protection for Adobe users to create AI content.  

Kinds of AI

There are three main types of AI

• Assistive AI - "Help me do this better". For example, the "Harmonise" tool in Photoshop can be used to do compositing in Photoshop. Also "Object Mask" in Premiere.
• Generative AI - "Help me concept something new". Adobe's Firefly allows users to create commercially safe images and video.  Most creatives don't use this as a final result - but some do. 
• Agentic AI - "Let's make this happen".  This is the newest wave of AI.  Users can train their own models to work in their own visual style.  This is potentially very customisable, offering the user better control over the final outcome. 

Tips for Industry

Generative AI from Adobe

"Learn how to create with AI". It's not going away. AI is coming; it's here, whether we like it or not.  As it gets easier to make creative content, audiences will inevitably demand more refined work. 

Laura Jordan-Bombach

CEO of the creative agency "Uncharted" argued that AI is creating huge opportunities and (contrary to popular belief) is not causing the current wave of industry layoffs.  These, she argued, have much more to do with the overall economic environment than with the continued rise of AI.