Last Update: March 21, 2023, 19:35 IST
Adobe is the latest tech giant to use AI for various use cases
Adobe Inc on Tuesday launched a tool aimed at helping marketing departments at e-commerce stores create product images without paying for multiple photo shoots.
(Reuters) – Adobe Inc on Tuesday launched a tool aimed at helping marketing departments at e-commerce stores create product images without paying for multiple photo shoots.
The tool, called Project Sunrise, will let marketing teams generate new variations of images from three-dimensional models of products such as shoes, kitchen gadgets or furniture. It is designed to allow marketing professionals to come up with the images they need for web pages and marketing emails.
The product expands San Jose, California-based Adobe’s longtime business of creating and editing images and its new business of supplying technology tools for marketing and e-commerce.
For e-commerce companies with thousands of products in their catalog in a variety of colors and finishes, highly realistic renderings have already outstripped traditional photographs in many applications. Companies such as Amazon.com Inc. and Target Corp. use such renderings.
But creating renderings has created a tremendous amount of work for e-commerce companies as marketing campaigns become more tightly targeted, said Francois Cottin, senior director of marketing for Adobe’s Substance 3D business.
For example, Cottin said, a company selling coffee machines might want to show the gadget in different backgrounds in different countries, as a German kitchen might look different from a California kitchen. Most companies have to tap 3D artists to create each image.
“The big e-commerce websites, they have hundreds of people” manually creating 3D renderings, Cottin said. “It’s as big as a visual effects studio working for Disney or Marvel.”
The new Adobe system automates many of these details. In the case of a shoe, for example, an artist can create a 3D model of the original model of the shoe. The software system can then generate variations with different colors and textures, such as smooth leather or suede, and feed them into the website’s e-commerce system.
“This platform is used by creatives on the one hand, and by merchants and marketers on the other,” Cottin said.
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