The future of creativity

Ingo Eichel

This article takes a look at the current and future developments in the creative industry from Adobe's perspective. It looks at the emerging trends and opportunities in focus opened up by technologies such as AI and generative AI. A particular focus is on the growing importance of collaboration, automation, 3D design, and content copyrighting of images in the form of content credentials.

Creative flow in the team: the future of collaboration

The dynamics of creativity and design have changed fundamentally. In the past, designers often worked in isolation, but the trend is toward collaboration and creating together on projects is becoming increasingly important.

However, creative activities are also becoming increasingly important beyond business design work. As a result, tools that enable the rapid implementation of ideas are gaining in relevance. Some of these will be discussed below.

Programs such as Photoshop or Illustrator have functions that enable collaborative work or web-based commenting.

Adobe Express: creative design with tempo and templates

With Adobe Express, users can quickly and easily create designs in the web browser. This is done by using predefined templates and existing assets, which enables rapid development of a wide variety of materials, such as posters, flyers, and social media campaigns, even without in-depth design knowledge.

Design on autopilot? Creative freedom through intelligent automation and AI

In the past, many design tasks in programs like Photoshop required extensive expertise. In addition, these actions were often time-consuming. In recent years, automated processes have been developed for numerous tasks. These automation functions not only save time, but also make media editing much easier. Today, for example, image backgrounds can be removed with just one click, or the size of an image or even a video can be adjusted for the corresponding output medium with a quick action at the touch of a button.

Artificial intelligence also greatly simplifies the work of designers. For example, bends in older photos or generally unwanted elements on images can be removed at the touch of a button, and much more. In the linked video further application possibilities are shown.

Premiere Pro offers an absolute novelty with the text-based editing of videos. Editing a video becomes as easy as editing a Word document. Or do you know the Liquid Mode in Acrobat? This function analyzes a PDF displayed on a smartphone and optimizes it for viewing on a mobile device.

Design rethought: generative AI and the power of Firefly

Firefly is the foundation of Adobe's generative AI, which is used to create images, vectors, and text. With "Inpainting", elements are easily added to an image or "Outpainting" skilfully applies missing image parts, to name just a few functions. More can be found in the linked video via the QR code below.

Future proofing: Adobe's plans for compensation and authenticity in generative AI

Amid the current debate over ownership of generated image content and the potential infringement of others' rights through data-based models, Adobe ensures that the images used are rights-free or come from the extensive Adobe Stock inventory with appropriate rights.

Once the beta phase is complete, Adobe plans to introduce a compensation model that will reward artists appropriately. The option of a "no train tag" will make it possible to exclude images from being used in AI models. Another significant issue revolves around detecting the authenticity of content created by AI. Adobe is solving this with the introduction of content credentials that transparently track the origin of content.

Metadata is added to document the creation of images and make future changes traceable. The overall goal is to establish the Content Credentials initiative, which is supported by over 1,000 partners, as a global standard. Already today, well-known camera manufacturers such as Leica are using Content Credentials.

Content credentials are added to images and thus the work steps are documented transparently. Because our goal here is to set a globally recognized standard.

Rising demand for 3D design: a future in the third dimension

3D design has become more important, especially during the pandemic. Companies increasingly rely on 3D assets to create more diverse and cost-efficient campaigns or save on photo shoots.

Automation is also playing an increasingly important role and solutions such as Cloud Automation Services streamline processes and offer flexible customization options.


In summary, it is clear that the creative industry is in the midst of dynamic change. Collaboration is gaining traction, both within teams and in interactions with tools and technologies. From rapid design development to intelligent automation and generative AI, Adobe presents a future where creative processes become more efficient, innovative, and accessible.


Since Ingo Eichel's presentation at priint:day in April of 2023, a lot has happened:

  • Adobe Express, the all-in-one editor on the web, has been released in a new version that now supports generative AI tools as well as new possibilities for video. There is also the possibility with add-ons to extend Adobe Express and, for example, to easily integrate content from different data sources (Dropbox or OneDrive add-on).
  • Features supported by Adobe Firefly are now natively integrated in several Creative Cloud apps. These include Generative Fill and Generative Expand in Photoshop, Generative Recolor in Illustrator, and Text to Image and Text Effects in Adobe Express. Prompts are now available in 100 languages.
  • Adobe Firefly is commercially available after a six-month beta period that generated more than 2 billion images. With the new Generative Credits included in subscriptions, Creative Cloud, Adobe Express, and Firefly subscribers benefit from the added value of Firefly-powered features as a core part of their workflows.
  • Adobe designed Firefly to make generated content safe for commercial use. By default, Firefly adds content credentials to every asset created with Firefly to indicate that generative AI was used. This provides greater trust and transparency in the use of digital content.
  • Firefly for business: Adobe works with users to enable them to generate custom content using their own assets. Users also gain access to Firefly APIs to embed the power of Firefly into their own ecosystems and streamline their workflows.
  • More news is expected to be announced during the Adobe MAX conference in October of 2023.

Watch the onstage presentation

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