This is a testable claim: where were Adobe in previous hype cycles? Googles "Adobe Blockchain"...looks like they were all about blockchains in 2018 [0], then NFTs and "more sustainable blockchains" in 2022 [1].
[0] https://blog.adobe.com/en/publish/2018/09/27/blockchain-and-...
[1] https://www.ledgerinsights.com/adobe-moves-to-sustainable-bl...
Which I'm reading as "Demo-ready, but far from production-ready."
Somewhat relevant: my experience with Photoshop's Generative Fill has been underwhelming. Sometimes it's wrong, often it's comically wrong. I haven't had many easy wins with it.
IMO this is a company that doodles with code for its own entertainment, not a company that innovates robust and highly useful production-ready features for the benefit of users.
So we'll see if Mr Spinny Dragon makes it to production, and is as useful as billed in the demo.
I'll admit I have no idea what % of Adobe licensees/subscribers are individuals and small visual/graphic design firms (who choose Adobe for personal reasons) compared to larger companies (news agencies, web-design body-shops, etc) where employees use the tools given to them despite any personal preferences for rivals like Procreate, etc - and the rest: students, hobbyist photographers, etc.
...but none of the aforementioned market-segments seem like they'd make "AI" (whatever that means) any part of their purchasing-decision. Buzzwords only help sales when the audience is ignorant and/or impressionable; and when your audience are well-informed, seasoned (and cynical) professionals then buzzwords have the opposite effect and damage a company's credibility.
...so I'm not sure who, exactly, Adobe is trying to message with their press-copy for Adobe Firefly (their "generative AI for business" product); perhaps it's just a charade meant only for their shareholders? I'm glad they aren't copying Microsoft and shoving AI branding where it really doesn't belong and compromising the user-experience (...at least not so the same extent).