Adobe has urged companies and institutions to rely on AI tools that are “safe for commercial use” amid the growing availability of free and low-cost tools for producing images, designs and videos. The company said it was prepared, subject to contractual terms, to cover legal costs on behalf of customers if they face intellectual property lawsuits arising from content generated by its tools.
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Curtis Koo, Adobe’s head of creative and productivity accounts in channel sales for the Asia-Pacific region, said organisations seeking to protect their reputations and market share should rely on AI tools that provide appropriate levels of legal and commercial protection.
Speaking at the VST ECS Technology Leaders Summit, held on the Philippine island of Boracay in Aklan province, Koo warned that using general-purpose AI tools could expose companies to copyright and intellectual property infringement risks.
He explained that organisations needed to move away from general consumer tools and build their AI strategies around commercial safety, responsibility and context, focusing on applications designed to meet their specific professional needs.
Koo noted that Adobe’s Firefly family of generative AI models was designed to be safe for commercial use. The models are trained on licensed content, materials available under open licences, and works in the public domain.
“Whatever content you create using Firefly, you can safely use it in your advertisements, marketing campaigns and product packaging,” he said.
He added that the company also provides contractual legal protection for customers if intellectual property disputes arise over content generated using its tools.
“Suppose you create content using Firefly and, three months later, someone files a lawsuit against you, claiming that the content belongs to them. In that case, Adobe will contractually compensate you for the costs of that legal battle,” he explained.
“Adobe translates its commitments into concrete action. We want to provide you with a tool that is safe for commercial use and protect you from the legal risks that may arise from using generative AI tools,” he added.
The remarks come amid growing concerns about the use of AI to produce content that may infringe intellectual property rights, particularly as tools capable of generating images, designs and videos from vast datasets become increasingly widespread.
In this context, Koo said Adobe was also working to strengthen the Content Authenticity Initiative, a company-led coalition involving hundreds of organisations that aims to protect creators’ rights and promote transparency in digital content.
He explained that the initiative relies on adding digital identification information to files and generated content, functioning like a “digital nutrition label” that allows users to access information about a piece of content’s origin, how it was produced and who is responsible for it.
“Content Credentials allow you to identify the person who created the work. You can also view their social media accounts or information about their professional background, determine whether the content was generated using AI, and even identify which models were used to create it,” he said.
Adobe aims to enable organisations to achieve full transparency regarding content produced using Firefly, helping them document the origins of their digital work and strengthen trust in it.
Koo stressed that AI-generated outputs should align with companies’ corporate values and avoid harmful biases related to culture, gender or demographic characteristics. He also emphasised the importance of using these technologies responsibly in commercial environments.
