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Adobe Elevates Enterprise Creativity With Custom Generative AI Models

Innovative Enterprise AI Solutions

Adobe has launched its latest enterprise offering, Adobe AI Foundry, which empowers businesses to create bespoke generative AI models tailored to their unique branding and intellectual property. This strategic move signals a new era for Adobe’s suite of creative tools, further bridging the gap between advanced technology and high-impact marketing solutions.

Empowering Creative Transformation With Firefly

At the core of Adobe AI Foundry lies the renowned Firefly family of AI models. Introduced in 2023 and built exclusively on licensed data, these models have already enabled enterprises to produce more than 25 billion creative assets. Now, these proven capabilities are being fine-tuned for each client, ensuring consistency and adherence to individual brand narratives across multiple formats including text, images, videos, and even 3D scenes.

Driving Personalized Marketing Campaigns

As highlighted by Hannah Elsakr, Vice President of Generative AI New Business Ventures, the customization offered by the Adobe AI Foundry addresses a growing demand among customers for more controlled and personalized creative outputs. This capability allows a single advertising concept to be rapidly adapted for various markets—enabling brands to effortlessly navigate seasonal changes, multilingual requirements, or different media environments. It essentially transforms the traditional ad creation process into a dynamic, on-brand, multi-format experience.

The Enduring Role of Human Creativity

Despite the advanced features of these new AI tools, Adobe remains committed to placing human creativity at the center of the narrative. The company is clear: these cutting-edge solutions are designed to enhance and support creative talent, not to replace it. According to Elsakr, Adobe’s mission has always been to provide creative tools that enable storytellers to envision and execute unparalleled narratives. The introduction of Firefly and Adobe AI Foundry marks a progressive evolution in this ongoing commitment to innovation and personalized storytelling.

Esports Must Put Children’s Rights Ahead Of Competitive Ambitions, Report Says

Competitive gaming can help children build skills, find community and pursue achievement. However, as esports grows, young players face health, psychological and online safety risks, often without consistent safeguards, according to a new report from Save the Children.

The report, Protecting Child Rights in Esports, estimates that up to 300 million children worldwide participate in esports. It calls on the industry to prioritise the rights set out in the United Nations Convention on the Rights of the Child over competitive ambitions.

Potential risks include disrupted sleep, musculoskeletal pain, anxiety, depression, sexism and online harassment. Intensive training can also leave less time for education, family and friends.

“Esports offers exciting opportunities for children, but participation should never come at the expense of their rights, wellbeing or development,” said Theo Toresson, a psychologist and gaming expert at Save the Children.

Children must be treated “as children first and competitors second”, he added, calling for their involvement in decisions that affect them.

Training Standards Remain Uneven

The report highlights the lack of widely established standards for training hours and methods. Extended periods of sitting, insufficient breaks and schedules that interfere with sleep, exercise and schoolwork can affect young players’ health and development.

Poor posture and long sessions may also cause neck, shoulder and wrist pain, while late-night gaming can undermine sleep, concentration and mood.

Although some organisations provide guidance on breaks, nutrition, sleep and hydration, a representative of a national esports federation told the report that this advice often draws on separate studies rather than a centralised set of guidelines.

The report also notes positive findings: many professional esports players report satisfactory levels of physical activity, and higher-ranking players often place greater emphasis on fitness.

Online Harassment Adds To Mental Health Risks

Gaming communities and livestreaming platforms can help young players build connections and public profiles, but they may also expose them to cyberbullying, discrimination and privacy violations.

An analysis cited in the report examined chatrooms across 302 gameplay segments involving the 20 most popular Twitch streamers. It found sexist language in 62% of streams, racist language in 37%, ableist language in 84% and violent language in 97%.

Some esports federations and teams require staff to receive mental health first-aid training, but the practice remains uncommon. Young competitors may also face public scrutiny through livestreams, interviews and social media before they have the support to manage it.

Safeguards Must Extend Beyond Gameplay

The report raises further concerns about unequal participation linked to gender, race, LGBTQIA+ identity and disability. It also highlights children’s limited involvement in decisions affecting them and the risk of economic exploitation by teams, agents or parents, particularly where contracts lack transparency.

Inadequate supervision at live events presents additional risks.

Save the Children argues that protecting young competitors requires more than advice on posture and screen breaks. Clear standards, responsible oversight and age-appropriate safeguards are needed to ensure esports supports children’s development rather than putting it at risk.

As competitive gaming expands, the industry faces growing pressure to make children’s rights and wellbeing part of its operating standards.

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