Adobe Firefly Bulk Create edits several images all at once

Enterprise creatives often need to re-edit the same images repeatedly to keep their websites and social media fresh. With the advent of AI-powered image or video editing platforms, organizations will turn to these products to reduce these tedious tasks. 

Adobe announced Adobe Firefly Bulk Create, a new product connected to its Adobe Firefly Services API suite that streamlines the process. Bulk Create is a web app that allows users to edit several photos with AI in one go. 

Right now, Bulk Create can do two things: change backgrounds and resize images. Using Adobe’s Firefly model, users can remove or replace the backgrounds of the photos they upload all at once. They can also generate new backgrounds and upload them to the platform using Firefly. The resize feature contains presets for popular social media platforms like Instagram or Facebook, which have specific image dimensions. 

Bulk Create doesn’t require users to download a desktop app or get a license to run Photoshop. As long as someone pays for Adobe Firefly Services, they can access the web app for Bulk Create. The app also learns brand preferences so customers can customize how their images look. 

Bulk Create is currently in a private beta, but Adobe said the platform will become general availability in the first quarter of the year. 

A math problem

Hannah Elsakr, vice president of Product at Adobe Firefly GenAI for Enterprise, told VentureBeat that the math problem of balancing the volume of images and time to update and edit remains a significant issue for many enterprise creative teams. 

“There’s an unprecedented demand for content on every level, and it’s backbreaking for a lot of creative teams,” Elsakr said. “And what I mean by that is we have more and more digital channels with the need for personalization with engagement.”

Elsakr said enterprises, for example, retailers, often have to update product shots for their websites and social media channels to show seasonality. This could mean about 52 refreshes a year, one new photo a week. Photoshoots are expensive, so re-editing an image to change backgrounds or resizing them for the different social platforms are the more cost-effective option. While normally users would take to Adobe’s incredibly popular editing tool, Photoshop, Bulk Create lets people who may not have Photoshop access the editing features to complete these tasks. 

Right now, Bulk Create only edits images, though Elsakr said video support may be coming soon. 

Adobe has always been a major player in the creative space. In June 2023, it released an enterprise version of Firefly that offered ” commercially viable” AI content. After its announcement, some Adobe stock image creators voiced their concerns that the company may be training the model with their work. In 2024, after users noticed some wording in its Terms of Service requiring customers to agree to give access to their work, Adobe promised it doesn’t train Firefly on customer work.

AI in creative works

Using generative AI to generate or edit images has become normalized for many enterprises, though many artists believe these tools train on their work without their consent.

Most AI model providers have an image generation or editing model. OpenAI has DALL-E 3, which is now integrated into ChatGPT. Google’s Imagen 3 is now available to users, and Meta lets people on Instagram and Facebook generate photos. Other popular image generators include Stability AI and MidJourney. Even Getty Images has a text-to-image generator.

As these tools become more available, and if the move to label AI-generated content gains steam, more enterprises will turn to AI to get the images they need. However, there is a broader backlash against AI-generated photos and the public has become very sensitive to art they believe is made by a model. 

VentureBeat uses Adobe Firefly, MidJourney and other AI tools and programs to generate content.

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