The art and craft of earning in times of AI
generative AI image and video models, said Alexandru Costin, vice president of GenAI at Adobe.
Instead of fearing loss of work opportunities in the GenAI era, designers, photographers and illustrators are embracing the new technology. They are adding a new income stream for each digital asset they create for model training, he said. The company, which has built a proprietary family of text-to-image and text-to-video GenAI models known as Firefly, says it is running “content missions,” which identifies gaps in training data (images and videos) and rewards contributors who fulfil these missions.
“We put missions on Adobe Stock and tell contributors that we have a gap,” Costin said. “For example, if we don’t have photos of Indian culture of a select province, we put out a stock mission inviting photos and videos with this particular cultural characteristic.”
They participate in the marketplace in real time, and are paid per asset. “Since the launch of Adobe Firefly last year, we’ve seen an enthusiastic response, with Indian creators contributing towards the 13 billion plus image generations created with Firefly,” he said. “This has enriched Adobe Stock with culturally relevant assets for a global audience.”
India accounts for Adobe’s largest employee base outside the US with 8,000 people in five campuses. “Some of our teams are working on the Firefly model, others are operating our GPU (graphics processing unit) cluster while some of them are building services like the Adobe Illustrator,” he said.
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