Adobe has announced two significant updates to its Lightroom and Adobe Express AI capabilities providing generative object removal as well as an on-brand, enterprise version for organisations.

The company has unveiled 'Generative Remove', a tool powered by Adobe Firefly, which allows users to remove unwanted objects from photos non-destructively in a single click. Generative Remove is available as an early access feature across the Lightroom ecosystem. Lightroom's AI-powered Lens Blur tool is now generally available with new presets.

Adobe has also announced Adobe Express for Enterprise, a tool designed to accelerate marketing content creation and extend easy, on-brand content production to various business users. Adobe Express for Enterprise is powered by Adobe Firefly Image 3 Model, which provides photorealistic outputs, speed from prompts to generations, and is designed to be commercially safe. Adobe Firefly has been used to generate over 8 billion images worldwide across Adobe creative tools since its initial debut in March 2023.

Ashley Still, senior vice president and general manager, Creative Cloud at Adobe, said, "Whether you’re a hobbyist or a pro photographer, everyone wants to be able to quickly and easily edit their photos on the go. We’re excited to bring the magic of Firefly to Lightroom’s millions of users – so they can live in the moment knowing they have the most powerful tools to edit, manage and share anywhere they are."

Adobe said it's committed to developing AI in accordance with the company’s AI Ethics principles of accountability, responsibility, and transparency. When Generative Remove becomes generally available, Content Credentials will be automatically attached to photos edited with the feature in Lightroom.

Adobe Express for Enterprise is seamlessly integrated with Adobe Acrobat, Creative Cloud and AEM Assets, as well as Adobe GenStudio, the company’s forthcoming end-to-end content lifecycle app. Adobe Express for Enterprise is being used by global brands and agencies like IBM, Dentsu and Redhat to create on-brand content faster and more efficiently.

"With the exponential growth in demand for personalised experiences, companies must find new ways to supercharge the production of content that connects with customers and elevates their brands," Senior vice president, Adobe Express Product Group and Creative Cloud Services at Adobe, Govind Balakrishnan, stated. "Adobe Express for Enterprise is the only solution that brings together enterprise-grade brand management, intuitive tools, advanced AI designed to be safe for business and seamless workflows with world-class creative apps – empowering individuals across the enterprise to produce more impactful, on-brand content faster than ever before."

Senior vice president, marketing and communications at IBM, Jonathan Adashek, added marketers are looking for trusted AI that seamlessly integrates into their work. IBM is using the software itself internally.

"Adobe Express for Enterprise is empowering marketers at IBM to create on-brand content aligned to business objectives that delivers compelling, personalised experiences to targeted audiences," he said.

Adobe offers enterprise customers IP indemnification for imagery generated with Firefly. The company is also working with Microsoft to develop Adobe Express Extension for Microsoft Copilot.