Ely Greenfield

The word Frontier can be applied to the image generation models as well, but usually when we talk about these big language models, the ones that really do all the reasoning, those are typically, at least the Frontier ones, are an order of magnitude larger right now than a lot of the media models.

There's still a lot of training involved, there's still a lot of GPUs involved, and those are still hard to come by, but it's not quite at the scale that some of the guys who are building those big language models are looking for.

We use the name Firefly on many things.

The Firefly website, firefly.w.com, has probably been around for two years now in various forms.

Yep, that's right.

No, it is a central piece of, again, just as AI is yet another creative technology that we are developing to figure out, okay, how can we advantage our customers, our users, our creative community with this?

Firefly serves as the center of that.

That is, you know, at the core of in some different ways and at different paces of every type of creative work.

Like AI is going to be a part of that, whether it's a little part of it or a big part of it.

And Firefly is the center of how we're developing that.

So the way I think about our AI investment is there's sort of three pillars to it.

The core pillar is the raw technology.

It's the generation technology, the editing technology, the creative operations and transformations that we want to empower.

And that's both ours and, again, partner models and our own customers' models.

So that's at the core there.

And that surfaces up into the kind of the platform that we build, the creative platform that we build.

And that is a combination of

our asset management and storage systems, our project management and metadata management, which are always been parts of larger scale creative projects.

If you work on a team of any size or a project of any size, asset and metadata management is important.

Now that metadata is actually