Let the AI run
By: Carlos De Santiago
Last month, in Adobe Max 2024, new features were introduced that are revolutionizing the way its users will work, and all of them are focused on generative artificial intelligence (AI) models. Adobe, along with other tech companies, is betting heavily on AI, but from my perspective, it doesn't seem like they will replace human creativity yet, but rather simply streamline technical and executive tasks that, until now, required time and effort.
One of the examples that caused the most buzz was the ability to adapt a design to multiple formats with a single click, or the introduction of generative video in Adobe Premiere. These functionalities are impressive from a technical point of view, and the fact that AI can now do in seconds what would have taken us users hours is worthy of admiration. But these functionalities unlock something very valuable for us: time.
Imagine adjusting the vectors of a 2D illustration to fit a new perspective, or removing an unwanted reflection in a video: what used to take time and precision can now be done in a matter of seconds with the help of AI, and that gives us time. Time to try perhaps 9 different perspectives of our illustration and see which one works best. Time to think about whether that shot in the video is correct or if another one would be better. By having a certain part of the execution “solved,” we can have time to think.
Adobe is just one of many tech companies launching revolutionary AI products., V0 by Vercel, for example, offers similar tools but applied to digital product development; with a simple prompt, you can ask an AI to design a login flow for a platform or a pricing page with three different options, and most interestingly: besides creating a prototyped visualization of the flow, it delivers the necessary code in your preferred programming language. Once again, execution.
The important thing isn't the login flow or the pricing page; we've seen those same flows a hundred times and programmed thousands of them. What's important is the experience, the product, the need it addresses, and the value it's providing.
AI is here to streamline and automate, but it is still the human mind that sets the intention, defines the strategy, and applies creativity. Technology makes work faster and more efficient, but we remain in the driver's seat.
In the future, it is very likely that AI will be able to handle 100% of some of these processes, but today, those who are adopting these tools and integrating them into their workflow have a significant advantage. Companies that are investing in AI training and implementation are positioning themselves at the forefront—not only by optimizing technical aspects, but also by allowing their teams to focus on what really matters: create with freedom.
