Speaker 1: Bloomberg Audio Studios, Podcasts, radio news. This is Bloomberg Business
Speaker 1: Week with Carol Masser and Tim Steneveek on Bloomberg Radio.
Speaker 2: Carol, have you played around with open AIS? Sora?
Speaker 3: Well, I'm gonna be quite honest with you.
Speaker 2: I wrote this, Okay, to be honest, that.
Speaker 3: Would be no, because I'm an honest kind of g hell.
Speaker 3: But you just kind of shared it with me.
Speaker 2: I just invited you, I inte because I've heard about
Speaker 2: it with you. Got five more people if you want,
Speaker 2: if you're interested in creating some AI slop, what do
Speaker 2: you have to be invited? I think this is just
Speaker 2: what they do to control the number of people who
Speaker 2: sign up for it in the beginning, because it's so
Speaker 2: energy intensive. But I don't know exactly what right.
Speaker 3: Well, tell everybody, Tell tell them Tim, what's behind the
Speaker 3: big doors.
Speaker 2: So I bring this up because Adobe is doing its
Speaker 2: own thing with AI generated video and like Firefly for images.
Speaker 2: What you remember from Adobe, We've talked about that for
Speaker 2: a couple of years now. This is supposed to be
Speaker 2: brand and copyright safe. The company out with this new
Speaker 2: product is called Adobe AI Foundry, and it's essentially a
Speaker 2: model that lets companies build their own GENAI models that
Speaker 2: are trained on their own material. Hannah el Soccer is
Speaker 2: vice president of Jenai New Business Ventures at Adobe. She
Speaker 2: joins us from Queen's Hannah, Did I get that right?
Speaker 4: You got that right? Okay in Queens and I'm with
Speaker 4: Adobe as well.
Speaker 2: So is that? But that makes sense? Right? Like the
Speaker 2: way that you guys think about this is you create
Speaker 2: you can use prompts to create copyright safe videos that
Speaker 2: companies enterprises can use in marketing and in press materials. Correct.
Speaker 4: Yeah, so AI. You know, AI has been quite the
Speaker 4: whirlwind these last couple of years, and Adobe AI foundry
Speaker 4: really allows fortune two thousand enterprises to deeply tune, responsibly
Speaker 4: trained A models rooted in their own brand and IP.
Speaker 4: So we care a lot about IP protection on brand creation,
Speaker 4: as you mentioned across image video, three D vector audio,
Speaker 4: all those things.
Speaker 2: So what's the use case that you envision for these companies.
Speaker 2: I think a lot of people are having trouble understanding
Speaker 2: this new world, So you've got to break it down
Speaker 2: for us in a way that's like, Okay, you're telling
Speaker 2: your friend about it, who doesn't even know what you
Speaker 2: do at Adobe, of.
Speaker 4: Course, and you know, a part of it is that
Speaker 4: we are in an attention economy, and so the amount
Speaker 4: of media that we all consume now, whether it's audio, radio, video, shorts,
Speaker 4: is very high. And the key is being able to
Speaker 4: represent the brand, represent the franchise in a way that's
Speaker 4: responsible and on brand. That just takes a lot of
Speaker 4: effort and a lot of time. And so the idea
Speaker 4: of Adobe AI Foundry is that once we responsibly train
Speaker 4: these brands where you protect your own IP, they can
Speaker 4: be used in the Adobe products that marketers creatives are using,
Speaker 4: like gen Studio, like Photoshop, firefly boards, Premiere Pro. These
Speaker 4: are all part of the workflow in a creative and
Speaker 4: marketing company. So it gives you trust, gives you precision
Speaker 4: and creativity.
Speaker 2: So let's say a company uses the product that you're offering.
Speaker 2: It's brand safe, they trained it on their own data,
Speaker 2: they trained it on their own materials, they put it
Speaker 2: out in the world. Then that becomes part of the
Speaker 2: ecosystem that maybe some other model is trained on and
Speaker 2: it's kind of on the loose. Now, is that possible.
Speaker 4: I don't think that's the use. That's a great question.
Speaker 4: I don't think that's exactly the use case where no, I'm.
Speaker 2: Not saying it's the use case. I'm saying it's a
Speaker 2: consequence of content being out in the wild whether we
Speaker 2: like it or not. What we do is training AI models. Yeah.
Speaker 4: The way we think about it is these are enterprise
Speaker 4: grade and IP protected and so therefore the use of
Speaker 4: the leaders like the Home Depot Disney, they're co developing
Speaker 4: this with us for their own use. This is not
Speaker 4: about putting these models out in the wild per se.
Speaker 4: This is about them being able to unlock new AI
Speaker 4: workflows and that really lets them tailor what they're doing
Speaker 4: in complex media creation.
Speaker 2: When you say their own use, couldn't they use it
Speaker 2: on social media and say, okay, this is you know,
Speaker 2: this is a way that we can connect with our
Speaker 2: audience through Instagram or through TikTok or something. Creating one
Speaker 2: of these videos and then it's out in the world.
Speaker 4: Yeah, I'll give you an example of one that Paramount
Speaker 4: plus died last year. They put you know, the if
Speaker 4: campaign out there. That's a way to let fandom drive
Speaker 4: part of the brand, but they're using a responsible model
Speaker 4: behind it. Same thing with Gatorade. Gatorade has put out
Speaker 4: an AI powered firefly model on their website, and that's
Speaker 4: a way for them to be able to control the brand,
Speaker 4: put it in the hands of fandom, because we all
Speaker 4: want to be part of the narrative now. So that's
Speaker 4: the responsible approach that they both those brands decided to take.
Speaker 3: So put it out when they want, but they're also
Speaker 3: creating kind of their own. It almost feels like private
Speaker 3: set of images or IP as you said, that is
Speaker 3: really for them to use and to control.
Speaker 1: Correct.
Speaker 4: Yes, I mean again, what you know, lots of these
Speaker 4: companies have large IP that they have built over time
Speaker 4: their beloved franchises that we know or brands that we know,
Speaker 4: and they wanted to be in the driver's seat. So
Speaker 4: they actually came to us and said, on this AI journey,
Speaker 4: we trust Adobe. Adobe has been with us in marketing,
Speaker 4: has been with us in creative We feel you have
Speaker 4: a good AI approach to this and you're the one
Speaker 4: that we want to partner with. So whether it's in
Speaker 4: our products like Jen's Studio for performance marketing or photoshop,
Speaker 4: like I said, we are part of the trusted workflow
Speaker 4: that they're using and that's why they came to us.
Speaker 3: All right, So then let's talk about your business and
Speaker 3: what this does to drive usage above and beyond what
Speaker 3: enterprises are already doing with you.
Speaker 4: Sure, this is really just an evolution, a natural evolution
Speaker 4: of our AI journey that started. Thank you for covering
Speaker 4: the firefly image models in twenty twenty three. Businesses are
Speaker 4: coming in US and saying, hey, we feel really good
Speaker 4: about what we've been doing. The initial base models actually
Speaker 4: didn't understand their IP. We consider that a future, not
Speaker 4: a bug of those models, right, because we had licensed
Speaker 4: to every piece that went in. And so as they've
Speaker 4: moved up the customization spectrum, they are now asking for
Speaker 4: world building and that is what Foundry as an AI
Speaker 4: solution or Adobe AI Foundry offers them. And so we're
Speaker 4: really pleased to have trust from the biggest fortune two
Speaker 4: thousand brands out there.
Speaker 3: One of the things that we wonder is what's the
Speaker 3: model is trained by one of your customers or clients.
Speaker 3: Do they need to keep paying to use it or
Speaker 3: is this a one time consulting type charge or ongoing
Speaker 3: subscription revenue for you?
Speaker 4: Yeah, so there's always innovation. I think you see new
Speaker 4: model releases are coming out all the time, and so
Speaker 4: this is an ongoing relationship actually, you know, they've asked
Speaker 4: us to be more like partners with them on this
Speaker 4: long term journey. So there's evolutions of this both from image.
Speaker 4: Maybe you're moving into video, we're moving into three D,
Speaker 4: and of course as new architectures and models come out,
Speaker 4: we'll continue that journey with them.
Speaker 2: You know, we only have about a minute left, But
Speaker 2: I got to be honest, Carol and I are a
Speaker 2: little freaked out by this technology and the implications of
Speaker 2: it a lot and just how good it's going to
Speaker 2: get convince us that we shouldn't be freaked out.
Speaker 4: I don't think you should be freaked out because at
Speaker 4: the essence of what we believe is human creativity and
Speaker 4: so tools like Photoshop. I'll just give you a quick
Speaker 4: story when photoshop launched in the nineties, that was also
Speaker 4: kind of a transformative thing, and it was not well embraced.
Speaker 4: Now it's a verb to us. So these are new
Speaker 4: tools at the intersection of creativity that all of us
Speaker 4: are going to be able to figure out how to
Speaker 4: unleash our own narrative in storytelling. But I'll read about
Speaker 4: it as a friendly intern.
Speaker 3: Take you out ten seconds fifties that are we get
Speaker 3: a moment, so we're like, wait, is that real or
Speaker 3: is that fake? Like are we going to have a
Speaker 3: hard time as it gets better and better just very quickly.
Speaker 1: Yeah.
Speaker 4: So we have content authenticity, which is part of our provenance.
Speaker 4: Every single piece of data, every single piece of NAVE
Speaker 4: is stamped indefinitely with a forensic warmack, So I don't
Speaker 4: think you'll be wondering from a Jobe.
Speaker 3: So we'll have real Tim, real Carol, faint Carol, fake Tim.
Speaker 3: Hannah really cool stuff, interesting Hannah Elsaka. She's vice president
Speaker 3: of jen a I New Business Ventures at Adobe.