Adobe has made a genuinely big announcement for users and contributors of Adobe Stock, integrating AI-powered tools to supercharge content discovery, personalisation, and (importantly) compensation.
The latest updates, powered by Adobe’s Firefly AI technology, offer creators a new level of control over stock media assets, while importantly, contributors benefit from a new earnings model.
I first came across “AI powered stock footage” back in 2016 (yes, it has been around that long) when Pond5 started using tagging and new algorithmic search capabilities (we covered it here), however the changes we have seen in the past two years blow those features away, especially around gen-AI. So someone needs to set new standards and best practices in this multi-billion dollar section of our industry. Step forward Adobe.
Here is a closer look at what Adobe’s new AI-powered features mean for both stock media users and contributors, and how (in my opinion) they could change the entire stock media industry.
First of all let’s take a look at the changes from a user’s perspective. One of the most common challenges for creators using stock media/ footage is finding precisely what they need. Here at RedShark we find that a challenge sometimes ourselves. Browsing extensive libraries can be time-consuming, especially when niche visual elements or styles are required. Adobe Stock’s new AI-powered search and customisation tools look to solve this problem by allowing users to locate and tailor assets quickly. This new suite of tools, powered by Adobe Firefly, allows creators to actually modify stock media assets within the Adobe Stock ecosystem (can’t really use the term “library” anymore - this just feels… bigger).
The new features include background replacement and image expansion, creators can search for an asset and then adjust it to meet their specific needs without needing to rely on external tools. Very cool. For example, a designer might search for an image of a mountain landscape and then modify the background or lighting to fit a particular look or brand identity. These modifications enable creators to maintain consistency across projects and achieve tailored results in almost real time. Yes, it is very, very fast.
I can see that for creatives working in advertising, video production, or brand marketing, the ability to customise stock assets directly within Adobe Stock is a valuable addition, definitely simplifying/ speeding up workflows and reducing the need to navigate between multiple (potentially costly) design tools.
Beyond the search element, Adobe Stock’s new AI features provide creators with the tools to match style and composition to their project requirements. Firefly’s style-matching capabilities let users search by specific visual styles, whether it’s high contrast, soft lighting, or even that wonderful term “cinematic” look, making it easier to find assets that align with the project’s look goal for better consistency.
One example I thought of in relation to colour grading, a filmmaker can now find and modify assets that match a consistent colour palette or visual look reducing the time spent on colour grading. This feature is a powerful tool for creatives who need to maintain a consistent look across their media and whilst I have seen it before with tools like Colourlab.ai this is the first time I have seen it in a Stock tool/ library, again - very cool.
This part is *key* - so much so I almost started with it. I think Adobe needs to be given credit on this topic, it has also taken significant steps to support contributors in light of the platform’s new gen’ AI capabilities. Traditionally, contributors to stock platforms are paid when users directly licence their content. However, with the integration of generative AI, Adobe Stock now allows assets to be referenced and transformed within the platform, creating new outputs that don’t always involve a traditional licence. This is a significant development.
To ensure contributors are fairly compensated for their work, Adobe has introduced a new earnings model. Contributors will receive compensation even if their assets are referenced indirectly. This means that if a contributor’s image of a sunset beach scene or a lighting style is used as a reference within a generated image, that contributor will still be rewarded. This is something totally new and even if it is not perfect right now, will be a starting point for the way contributors are paid in the future where genAI is used.
This compensation model is a significant shift, offering a return for contributors while going some way to addressing concerns over the impact of AI on creative industries. Adobe’s approach definitely sets a precedent in ethical AI, ensuring that artists, photographers, and videographers can monetise their work even as generative AI expands in use. This system is likely to encourage more contributors to share quality, diverse content on Adobe Stock, knowing that their creative work will be valued in multiple ways. It will be interesting to see if other stock providers follow suit.
This is an important point I touched on earlier but deserves a focus on itself. Adobe’s updates to Adobe Stock highlight the absolutely rapid rise role of AI in creative workflows. By embedding AI tools into the stock discovery and editing processes, Adobe will encourage creators to go beyond static asset libraries. Instead, they can access a more enhanced/ dynamic toolkit that provides flexible, on-the-fly adjustments directly within Adobe Stock, creating seamless workflows *importantly* without third-party software. This is maybe the biggest part of this update.
With the AI-powered tools now embedded in Adobe Stock, creators from a variety of creative areas, including publishing, advertising, filmmaking, social media etc can meet the demand for rapid, high-quality content with fewer obstacles or the need to be a C++ dev to do it. Adobe’s Firefly-powered capabilities enable creators to accomplish more in less time, the ever increasing goal in our space and one Adobe has jumped right onto.
For more information about this announcement read Adobe’s blog covering the news here.