AI in focus: Lessons from the last year and a guide for the future

AI in focus: Lessons from the last year and a guide for the future

From groundbreaking creative tools to ethical dilemmas, AI's impact has been undeniable. Yet, with its rapid advancements come pressing questions: What does the future hold? And how can we prepare for it?

To explore these questions, we spoke with two influential AI experts. Nadia Lee, founder and CEO of That's My Face, and Will Liang, a senior technology executive leading AI initiatives at some of Australia's top companies, shared their insights on where AI has been, where it's headed and how to navigate this ever-evolving landscape.

2024: A year of debate, disruption and discovery

In 2024, AI advanced rapidly. Whether generating ideas or automating routine tasks, it proved itself as a powerful enabler of productivity and innovation. But as AI cemented its place as a transformative force across industries, it also raised important considerations - particularly around ethics and governance.

We've seen increased adoption and mainstream implementation of digital transparency tools like Content Credentials by both the public and private sectors. While these tools are critical in restoring trust online, we all have a role to play in continuing to raise awareness among policymakers, ensuring provenance requirements are included in legislative proposals.

2025: The acceleration of accountability

This year, AI is poised to continue to move beyond its exploratory phase into one of accelerated accountability. It will be increasingly seen as a foundational tool integrated into everyday workflows.

This shift will be accompanied by a stronger focus on ethical standards and safety technologies, such as Content Credentials, as private businesses and regulators work together to define and enforce the boundaries of innovation.

2025 brings a dual focus: advancing AI governance while seamlessly integrating the technology into the fabric of business operations. This is a crucial step forward as industries seek to not only adopt AI but do so responsibly.

Tips for integrating AI into business

Implementing AI within organisational operations requires strategic planning and collaboration. For Liang, there are three crucial considerations businesses should make.

By thoughtfully integrating AI with clear strategies and the right expertise, businesses can unlock its full potential while navigating challenges responsibly.

Tips for getting started with AI

For individuals stepping into the world of AI, overcoming fear and unfamiliarity is the first step. By embracing curiosity, Lee shares how individuals can unlock AI's potential and make the opportunities for its application clearer.

As AI continues to shape our world, 2025 holds the promise of deeper integration, greater accountability and more informed adoption across industries and communities.

The opportunities of generative AI are endless. Learn more about Adobe's AI Ethics principles or discover your toolkit for creating the future with Adobe Firefly, integrated with Adobe Express, Photoshop, and Illustrator.

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