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Adobe execs say artists need to embrace AI or get left behind

Collage of a person in a suit choosing between a devil computer and an angel computer.
Cath Virginia / The Verge | Photos by Getty Images

Adobe is going all in on generative AI models and tools, even if that means turning away creators who dislike the technology. Artists who refuse to embrace AI in their work are “not going to be successful in this new world without using it,” says Alexandru Costin, vice president of generative AI at Adobe.

In an interview with The Verge, Costin said that he “isn’t aware” of any plans for Adobe to launch products that don’t include generative AI for creators who prefer to manually complete tasks or oppose how AI is changing the creative industry.

“We have older versions of our products that don’t use gen AI, but I wouldn’t recommend using them,” Costin said. “Our goal is to make our customers successful, and we think that in order for them...

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