With powerful technology comes the responsibility for how it is used and understood. This week, my team at Adobe shared our latest updates and new products at our annual “MAX” conference. This has always been an exciting albeit nerve-wrecking experience, but the challenges of filming in LA, under strict COVID-testing and safety rules (and with barely any editing time before “going live”), were pretty unique. But we managed to tell the story behind our strategy now and over the coming years, and were able to have some fun while doing it (the above clip is me demoing one of our greatest new features, “Neural Filters”).
This new feature in particular, powered by artificial-intelligence and equally exciting and surprising, solicited very fair questions about the responsibility that comes with building tools that can change media. Of course, images and video have long been editable, but doing so has never been as easy and accessible as it is now.
So, alongside these innovations, we also launched the first phase of the “Content Authenticity Initiative,” an effort alongside NY Times, Twitter, and other partners to provide provenance/history for how content is edited, helping creators claim authorship and empowering consumers to determine what they can trust. You can learn more here: https://contentauthenticity.org
Other highlights of our updates and new products are summarized in this blog post (link)
, and if you want to watch the keynote, it’s now all online here
. Long week, but am proud of our teams and excited for the creative community.