Adobe pushes ‘commercially safe’ AI graphics, says to indemnify if clients get sued

MALAY, Aklan — Amid the proliferation of free and cheap AI tools for creating graphics and videos, Adobe urged businesses to opt for “commercially safe” AI tools for their needs.

Adobe Creativity & Productivity Account Manager – APAC Channel Sales, Curtis Ko, said businesses that have reputations and market shares to protect should stick with tools that are safe.

During the VST ECS CXO Tech Summit in Boarcay, Ko warned that generic tools may lead enterprises to possible copyright infringement. He said enterprises should step away from generic consumer tools and anchor strategy in commercial safety, responsibility, context, and specific enterprise use cases.

He said Adobe’s Firefly suite of generative AI models is built to be safe for commercial use by training on licensed content, openly licensed material, and public domain assets.

“So, whatever you generate with Firefly, you can safely use for your advertisements, your marketing, your product packaging,” Ko said.

In case of legal challenges about the results of generated content, Adobe will even pay clients for the cost of the court case.

“So, let’s just say you create a piece of content with Firefly, and three months later, somebody sues you and says, hey, this content belongs to me. Adobe, contractually, will actually indemnify you for that legal battle,” Ko said.

“So, Adobe definitely is putting money where our mouth is. We want to be able to provide you with a tool that is commercially safe, but also protect you from any legal risk that might come with using a generated AI tool,” Ko said.

Amid rising concerns over the misuse of AI in content generation, Ko said Adobe is also pushing a Content Authenticity Initiative, which is a company-led coalition of hundreds of firms established to protect creators and ensure digital transparency.

He said this serves as a “digital nutrition label” embedded in assets.

“Content Credentials will tell you things like who created this piece of content. You can even see their social media accounts or their background information on the creator. You can see if this piece of content is created by AI and even what models were used to create that piece of content,” Ko said. 

Adobe’s aim is to have enterprises have complete transparency on the content that they produce with Adobe Firefly.

He said AI outputs must also adhere to corporate values and avoid harmful cultural, gender, or demographic biases.