Photo: Mitchell Clark
Disclosure: DPReview attended Adobe Max, with Adobe covering travel and lodging expenses.
The subscription payment model is a tough one; customers have made it clear that they're fatigued by having to pay for everything every month, and companies have to continuously justify why their software shouldn't just be a one-time payment.
It's an argument we've seen time and time again here at DPReview almost any time Adobe's Creative Cloud comes up, with commenters bemoaning the lost days of simply being able to buy Photoshop once (at least, until the next version came out in a few years).
In the age of generative AI, Adobe seems to have found a new answer: being a one-stop shop for AI services that would typically require separate subscriptions. Partner Models in particular have come up again and again at this year's Adobe Max conference, from keynotes to product demos. And while AI will almost certainly have terrifying implications for society at large and the art of photography in particular, I find myself coming away strangely optimistic for the future of the artform, at least as a hobby.
In the age of generative AI, Adobe wants to be a one-stop shop for AI services
Let's lay some groundwork quickly for those who haven't been following along. This week, Adobe announced and released several new features for Photoshop and Lightroom, programs that many photographers consider essential.
As usual, most of it revolved around AI: there's a chatbot coming to Photoshop that you can ask to make certain edits and complete tasks for you, the Generative Remove tool that lets you erase unwanted distractions is now better, and you can "Harmonize" foreground and background layers to turn compositing into a single-click process.
AI from partners, and Adobe
Photo: Mitchell Clark
The biggest change, though, is the introduction of Partner Models. Up until now, features like Generative Fill, which let you add AI-generated elements to your images, and AI Upscale, relied on Adobe's in-house Firefly models. And while you can still use those, Adobe's now letting you use other models too, such as Google's goofily-named Nano Banana image generator and Topaz Labs' increasingly popular upscale, denoise and sharpen models.
Rather than relying on separate paid subscriptions and apps for each of those services, it all happens within Photoshop using AI credits that are included in your Creative Cloud plan (provided you've chosen the right one).
Put another way, Adobe is mediating your relationship with other AI vendors. It doesn't want you to view them as separate services that you have to manage depending on what tasks you have this month, but tools you can access within its apps that – importantly – you don't have to pay for separately.
The company laid the groundwork for this change in advance, changing up its Creative Cloud subscription earlier this year with its plans now centering around how many AI credits are included. In retrospect, it's obvious that this was vital if it wanted to let its users access otherwise expensive AI models without needing a separate subscription.*
What's the impact?
This could be a sign of profound changes to come for photographers. Not because I think the future of Creative Cloud as a subscription hinges on whether this gambit works. Realistically, that battle is over; it seems like most people are willing to pay the rent, and, realistically, there's probably a lot of overlap between the anti-subscription and anti-AI crowds. (I say this with love.) No, it could be something much deeper.
While many of us hobbyists like to imagine that being a professional photographer would let us pursue all our artistic ambitions in interesting locales, the reality is that the largest market for paid photography is less glamorous commercial work; capturing images to be used in advertisements and other collateral by corporations.
Try as they might, companies have never been able to fully extract the photographer from that equation
But try as they might, companies have never been able to fully extract the photographer from that equation; there's still a human who has to hold the camera and make what are ultimately creative decisions. Generative AI may finally be the thing that lets them do that. At the very least, there's a good chance that human photographers will become less and less important in the creative process. The photo doesn't quite match the senior VP of marketing's vision? They can fire up Photoshop and have generative AI "fix" it with a simple prompt.
Adobe's demo of making a model change which way they're facing. They pitch it as being at the behest of the model, but that doesn't strike me as the most likely scenario.
To be clear, this isn't a hypothetical future; during its keynote, Adobe showed an example of using the Generative Fill tool to change which direction a model was looking. Higher-ups could always mandate changes, but the barriers to them doing so have never been so low; before, they would've had to weigh the costs of dragging everyone back into the studio. Now, all it takes is a couple of clicks and some AI credits. And with tools like Firefly and Express, Adobe's trying to make it so you don't even have to know which model works best for which purposes.
Our AI, your voice
Custom models are Adobe's solution to living in what it calls a "content-first" world.
Image: Adobe
It goes even further. Adobe also introduced something called Custom Models, which lets you feed your existing work into its Firefly AI and train it to produce images in a similar style. There's also a super-charged version for corporations that will let them dump their entire intellectual property into it, generating on-brand content (yuck) without the need for any artistic input. The work of all the creatives that have worked with the company becomes grist for the ever-accelerating content mill.
Okay, so what about the part where I said I don't think it's the apocalypse? Well, for those of us who do photography as a hobby, not a job (which I suspect is actually most of us), this approach could be helpful, especially if AI tools are only a very occasional part of how we work with our images.
Take Topaz's Gigapixel upscaler, something that gets recommended relatively frequently in our forums and comments. It's not something I'd personally spend $12 a month on, but it's something I'd sometimes use to touch up older photos if I had access to it. If it's just included in my Creative Cloud subscription, I can do so without really having to think about it.
The drive to add more and more AI features could also result in more features that are genuinely useful to photographers. Work that went into features like the cloud-based remove tool could inform tools like Lightroom's Assisted Culling tool, which has to recognize eyes that are out of focus and missed exposures.
Lightroom has its fair share of AI features, but largely remains a bastion for people who care about photography.
Cloud processing is making it possible to search your Lightroom catalogue using natural language, rather than having to rely on tags that you've manually added. And while Adobe views the AI Photoshop assistant more as a way to automate repetitive tasks, it could be a powerful tool in helping people learn a piece of increasingly complicated software.
There are clearly still lots of people at Adobe who recognize that photography can be a passion, not just a means to an end, and who are finding ways for AI to enhance what humans do, not replace it. And, at least for now, they still seem to have the space and resources to do that work.
Adobe is building tools for people who don't care to learn the craft they're practicing
However, that work is being showcased alongside the latest innovations in placing business needs over human ones, and tools built for people who don't care to learn the craft they're practicing. See the Firefly video editor, for people who want video edited but don't want to edit it, and Photoshop AI assistant for people who want things photoshopped but don't want to Photoshop it.
At the end of it all, it's hard to say what vision will win out, or what balance will be struck. Certainly, the latter seems to be the one being sold the hardest here at Max, but maybe that's just because it's not as prima facie enticing to an audience that still includes a lot of creative people. I'm not sure who's buying that vision of the future, and I'm honestly a little scared to find out. But I do think that it'll come with a lot of side benefits for photographers, intended and not.
* It also likely represents some big deals between Adobe and other AI companies, which doesn't help assuage my concerns about how bubbly the map of the AI economy looks one bit.
