Adobe Launches Firefly Bulk Create for Effortless Image Edits
Enterprise creatives frequently face the challenge of re-editing the same images to keep their digital channels current. The evolution of AI-powered editing platforms presents a solution for reducing this repetitive work. Adobe has introduced Adobe Firefly Bulk Create—an innovative product within the Adobe Firefly Services API suite—designed to streamline such processes. The web app provides users with the ability to edit numerous photos simultaneously using AI.
At present, Bulk Create allows for the modification of backgrounds and the resizing of images. Users can efficiently remove or replace photo backgrounds and upload new ones through the Firefly model. The resizing feature comes equipped with presets tailored to social media platforms like Instagram and Facebook, accommodating their specific image dimensions.
This service operates entirely online, eliminating the need for desktop applications or Photoshop licenses. Subscription to Adobe Firefly Services grants access, and the app even learns brand preferences, enabling customization of image aesthetics.
Currently, Bulk Create is available in private beta, with plans for a general release slated for the first quarter of the upcoming year.
A Persistent Challenge for Creative Teams
According to Hannah Elsakr, Vice President of Product at Adobe Firefly GenAI for Enterprise, balancing the number of images with the time required for editing remains a daunting problem for creative teams. "There's an unprecedented demand for content on every level," Elsakr explained, highlighting the pressures of personalization and multi-channel engagement.
"There's an unprecedented demand for content on every level, and it's backbreaking for a lot of creative teams," Elsakr commented. "The necessity for personalization and engagement across numerous digital channels intensifies the workload."
This demand is especially prominent in industries like retail, where frequent updates to product imagery for online platforms are essential for showing seasonality—potentially up to 52 updates annually. Bulk Create provides a cost-effective alternative to costly photoshoots by allowing quick background changes and adjustments for varied platforms.
Although currently limited to image editing, Elsakr hinted at potential video editing capabilities in the future.
Adobe's significant footprint in the creative industry continues to expand. In June 2023, the company released an enterprise version of Firefly described as commercially viable for AI content, which sparked some concerns amongst Adobe's stock image creators regarding the training of the model.
The Role of AI in Modern Creative Processes
The use of AI in generating or editing images is becoming normal for many companies, although some artists argue that these tools exploit their work without permission. Giants like OpenAI, with its integration of DALL-E 3 into ChatGPT, Google with Imagen 3, and Meta facilitating image generation on social platforms, all underscore the growing trend. Even Getty Images has joined the fray with its text-to-image generator.
As these technologies become more widespread, and efforts to label AI-generated content gain traction, the reliance on AI for image production is expected to grow. However, this expansion is met with public sensitivity and a degree of backlash against AI-created art. Concerns about authenticity and misuse continue to persist despite the technology's promising capabilities.
Adobe Firefly, MidJourney, and similar tools, used by many companies, reflect the evolving landscape of AI in creative fields.