AnimationXpress, in collaboration with Adobe, hosted an informative webinar titled Empowering India’s M&E Industry with Generative AI on 11 September. The session explored the cutting-edge role of AI in streamlining and revolutionising creative production workflows.
India’s M&E sector is rapidly expanding, driven by factors such as the growing adoption of 5G networks, the rise of online gaming, and the growth of animation, VFX, and digital media. Despite this growth, the industry faces challenges like lengthy production timelines, maintaining high visual quality, and aligning creative vision with available technology.
The webinar featured speakers from Adobe including productivity solutions consultant Debjani Bhattacharya, head of enterprise growth 3D and immersive of India Sharrom Yezdegardi, and technical solutions consultant of Substance 3D Sai Melapudi who shighlighted how generative AI, with a focus on Adobe Firefly, can revolutionise content creation processes.
Adobe Firefly, a generative AI tool, produces art and photo-realistic images using text prompts and reference images. Bhattacharya shared how Firefly helps studios conceptualise their vision and empowers content creators produce high-quality images for their social media platforms. She shared, “Firefly is the most ethical way of utilising generative AI.” She stated that Firefly utilises copyright-free data from a library of over 400 million Adobe Stock Images.
She further showcased Firefly’s versatility by generating near-photorealistic images from simple prompts and explained how users can customise images to suit their preferences. Firefly’s integration into Adobe’s Creative Cloud suite—Photoshop, Illustrator, and Lightroom—ensures wider accessibility to this cutting-edge technology.
Moving forward, Yezdegardi demonstrated how generative AI is utilised in Adobe’s Substance 3D software which lets users generate 3D textures for cloth simulation, character design, and background environments. He explained how users can add images for style and structure references to maintain specific artistic themes. Yezdegradi also showcased object pinning feature, which enables users to produce photorealistic backgrounds for selected 3D objects. This allows the 3D models to seamlessly fit into 2D backgrounds which can be integrated and exported to other Adobe suite of applications as well. He shared how Illustrator can be used mainly for generating vector-like AI images according to the needs of the users.
One of the most exciting features presented was Generative Fill, which enables the user to realistically extend imaged by analysing their background context. This feature allows for believable high-resolution images that are created partially with the use of AI, reducing workload while maintaining creative integrity. Firefly’s uniqueness lies in its ability to always generate one-of-a-kind images.
The session concluded with an insightful Q&A round where experts from Adobe addressed the audience’s burning questions and resolved the concerns that users had with the tools. The speakers asserted how generative AI strives to retain a creator’s aspirations and expectations for the content while utilising cutting-edge technology. The webinar explored how AI can increase productivity for larger studios and turn out to be a perfect starting point for budding artists and content creators alike.
