Decoding AI for Marketing Adobe AI and Keeping Your Brand Safe
Sep 9, 2025
Hannah Elsakr, Vice President of New GenAI Business Ventures at Adobe, leads innovation in AI for marketers. She discusses the hesitance many marketers feel towards adopting AI, especially concerns about job security and costs. Hannah introduces Adobe Firefly, a tool that offers ethically sourced generative AI to ensure brand safety while fostering creativity. She emphasizes the necessity of collaboration for compliance in marketing and explores how AI transforms creative processes, ultimately enhancing productivity and strategic focus.
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Commercially Safe Training Data
- Adobe Firefly trained only on licensed, paid, or public-domain content to ensure commercial safety.
- This approach lets Adobe indemnify enterprise use and reduce legal risk for brands.
Open Ecosystem Keeps Creators In-Tool
- Adobe opened Firefly to other model choices so creators can pick different styles without leaving Adobe tools.
- This hybrid ecosystem keeps users in Adobe while offering creative flexibility for pitch work or experimentation.
Start With Resizing And Repetitive Tasks
- Start AI adoption with high-volume, low-creativity tasks like resizing to save time.
- Free creative teams from drudgery so they can focus on strategic, higher-value work.