Adobe is a global leader in digital marketing and digital media solutions. Since the company’s foundation in December 1982, we have pushed the boundaries of creativity with products and services that allow our customers to create, deploy, and enhance digital content. Our purpose is to serve the creator and respect the consumer, and our heritage is built on providing trustworthy and innovative solutions to our customers.
Across all our products, Adobe is building on a decade-long legacy of AI innovation by leveraging the power of AI to deliver hundreds of intelligent capabilities. In March 2023, we launched Firefly, a new family of creative generative AI models that builds on that legacy. As we continue to harness the power of AI, Adobe is committed to holding ourselves to a higher standard of not just innovation, but responsible innovation. We believe that AI done right will amplify human creativity and capabilities to new levels. As we continue to harness the power of AI, we are committed to developing and deploying AI in line with our AI Ethics principles of accountability, responsibility, and transparency, while considering its broader impact on society.
Adobe is committed to solutions to combat misinformation and support trust and transparency online. Adobe co-founded the Content Authenticity Initiative (CAI) in 2019 to develop technical standards for certifying the source and history of digital media with the goal of increasing trust and transparency online via the adoption of Content Credentials built on an open standard developed by the Coalition for Content Provenance and Authenticity (C2PA). Content Credentials are fast becoming an industry standard for combating deepfakes through the use of metadata and provenance technology.
