Adobe and Activision Blizzard have introduced generative artificial intelligence (AI) tools to enhance human creativity rather than replace it. Adobe's new AI tool, "Generative Fill", uses algorithmic patterns to create new and unique content based on a user's command, allowing graphic designers to create "extraordinary imagery" using a simple text prompt.

Activision Blizzard is also exploring the use of AI technology to assist in-game designs, with their image-generating AI tool, Blizzard Diffusion, aiming to eliminate repetitive and manual tasks, allowing artists to allocate more time to unleash their creativity. Both companies aim to enhance productivity and efficiency of creative teams while ensuring a clear distinction between human-made content and AI-generated content.