“We talk a lot about AI as an accelerant, not something that detracts from creativity,” Meg Donovan, Senior Director of Product Marketing for Generative AI and Creators at Adobe, told me during our conversation at the Cannes Lions International Festival of Creativity.

Adobe has announced Adobe Content Authenticity, a free web app (available in early 2025) developed in collaboration with creators to help protect their work and ensure proper attribution through Content Credentials.