Adobe Max 2023: Why AI Will Not Take Jobs From Creators

Each October, Adobe hosts its Adobe Max convention and meet up with creative artists from all over the globe. Even with the previous 2020 pandemic, Adobe Max's popularity continues growing because of its content and community aspect.

This year, Adobe continued its push for AI to be a vital tool for content creators. Over the years, Adobe has implemented iterations of its Adobe Sensei AI into many of its Creative Cloud products. All aimed at making the creative process more productive. This week at Max, Adobe announced AI noteworthy tools for Photoshop, Lightroom, Illustrator, After Effects, and Premiere Pro. The details of these updates can be found here via the Adobe blog. It's pretty fascinating stuff.

Why does AI matter?

Here at TWiT, we have spoken about artificial intelligence until we're blue in the face. The conversation has varied from pros, cons, moral panic, and other "spirited" discussions, to say the least. I, for one, have been a backer of AI being a great tool for creators. It's not something that's going to "take the jobs" of creators, as many naysayers believe.

Adobe pushed this same message in its Max keynote. AI "is not going away," said Adobe President of Digital Media David Wadhwani. I agree. We can embrace it or be afraid of it. The AI implementation shown by Adobe has been fascinating. Yes, the generative AI tool, Firefly, could potentially create problems with disinformation, but the same generative AI tool can be utilized to speed up the workflow for a creator in addition to aiding in creating beautiful art. If a creator can get through their workflow faster, they can take on more work. If they can take on more work, they can create more invoices for revenue. That's the name of the game. Adobe gets that.

At TWiT, we'll continue to discuss all the facets of AI. I have no doubts. Some may be a bit tired of hearing discussions on AI, and I get that, but AI is the news of today. It's a discredit to us if we don't share what's going on or being said about AI. If you're a Club TWiT member, you can check in with our very own Jason Howell as he hosts our brand new show dedicated to AI called AI Inside. Sign up for Club TWiT here to check it out. If you're already a member of Club TWiT (thank you), you can access the show here for audio and here for video.