Adobe's Gen AI solutions driving 40X improvement in productivity, says top executive

(L-R) Moneycontrol's Debangana Ghosh and Ajay Joseph, Head of Sales Channel & SMB, Digital Media India & SA, Adobe

Adobe’s generative AI offerings such as Firefly and Sensei are delivering nearly 40X efficiency in productivity for its customers, a top executive of the global software giant has said.

Adobe caters to both startups and micro, small and medium enterprises (MSMEs) in India with its tools for creativity and scaling marketing experiences of enterprises.

Citing an example of banking clients who had different customer cohorts and tried tailoring different messages for each category, Ajay Joseph, Head of Sales Channel & SMB, Digital Media India & SA, Adobe, said, “Now the challenge was that the core message and the image had to be customised for that cohort and needed a certain amount of time to be created. With Adobe Firefly, we have extended application programmes and interfaces allowing banks to start customising content, which is on brand, at scale for the different cohorts.”

“From a creativity standpoint, like the banks who were looking to address their cohort of customers differently, they are seeing almost a 40X improvement in productivity. Because it enables, from what took them almost five weeks to go to market, they're able to do that within a week, and that’s a significant impact,” Joseph said.

"Even for students using Acrobat AI assistant, what used to take a day to distil out a paper is now a 10-minute job," he added.

Joseph was speaking at the second edition of the Moneycontrol Startup Conclave in Bengaluru on August 9.

Despite the astonishing pace of artificial intelligence and generative AI development in the last couple of year after the release of ChatGPT by OpenAI, Joseph said for Adobe, it has been over a decade-long journey. It is set to benefit from the long-term investments that Gen AI is going to drive.

“Gen AI market is expected to grow to become $17 billion by 2027. It is also forecasted to add about $350-400 billion to the GDP by 2030. That’s predominantly a productivity story, the ability to serve customers better and start monetising your products much earlier and so on,” he said.

The country has taken a "tremendous leap" in digital adoption in recent years, Adobe India Managing Director Prativa Mohapatra had told Moneycontrol earlier.

In March 2024, Adobe CEO Shantanu Narayen said the company is collaborating with its customers, partners and other companies to develop broad industry standards for generative AI.

The company is also building high-quality foundation AI models in categories where they have deep domain expertise. It plans to strike strategic partnerships with other AI models to address a range of customer use cases that are strengthened with Adobe's intellectual property and privacy and governance protocols.

Watch the full edition of the Moneycontrol Startup Conclave 2024 here