Adobe is building out its AI infrastructure with three new generative AI models to augment Photoshop, Illustrator, Adobe Express and other tools. In all, Adobe released over 100 major new AI features and updates across Creative Cloud flagship applications at Adobe MAX 2023. The three-day Los Angeles event saw Adobe debut three new Firefly models — Firefly Image 2, Firefly Vector and Firefly Design — each designed to generate content that is cleared for commercial use. The Firefly Image 2 image generator offers improved detailing for things like skin texture, hair and foliage.

The Image 2 model “introduces new AI-powered editing capabilities” and adds photo settings, manually or automatically applied, to adjust things like “depth of field, motion blur, and field of view of a generated image, just like manual camera controls,” The Verge reports.

A new prompt guidance feature now helps users with text descriptions, including auto-complete.

The Adobe GenStudio concept offers an “end-to-end solution” that integrates Creative Cloud, Firefly, Express, Frame.io, Analytics, AEM Assets and Workfront “to enable on-brand content creation” for enterprise at speed and scale, Adobe says in a press release.

Adobe Digital Media Business President David Wadhwani said the company has facilitated more than 3 billion GenAI images since releasing Firefly in beta in March, adding that customers have remarked “how useful Firefly is to enhancing experimentation and design and speeding up workflows, without compromising creative control.”

The Generative Match feature can match the style of generated content to other images (chosen from a preselected list or uploaded). A slider controls the degree of resemblance. Content credentials — which Adobe likens to a digital “nutrition label” — automatically embeds in the metadata, identifying the image as AI-generated.

Adobe announced in a blog post that its Content Credentials have been integrated by brands including Microsoft, Leica Camera, Nikon and Publicis Groupe — who are adopting the “icon of transparency” for their digital content.

Microsoft will use Content Credentials “for AI-generated images made with Bing Image Creator,” while Publicis Groupe plans to include the icon “on all AI-generated content for its clients,” DigiDay writes, adding that “hardware companies like Nikon and Leica will start adding it to future cameras to show which camera able to produce verifiable images.”

The updates are part of an initiative between Adobe’s Content Authenticity Initiative and the Coalition for Content Provenance and Authority (C2PA).