On August 17, when the Prime Minister of Singapore Lawrence Wong went on stage National day rallyHe did not simply recognize that artificial intelligence (AI) changes the way we live – he shared a clear and prospective vision of the way Singapore intends to lead in this new era.
AI, he said, is “a decisive technology of our time”.
But what stood out was the insistence of the Prime Minister that this progress must be based on confidence, guided by ethics and shaped by people – not just the code.
As a person who works in close collaboration with the governments of Asia-Pacific, I find this message opportune and deeply resonant. At Adobe, where we build AI in applications that people use every day – creation of digital content to document workflows – we see both the potential and the responsibility that is accompanied.
A clear example of the way we put this into practice Adobe Journey Optimizer. This powerful solution allows companies to create customer journeys in several stages that transmit the right message at the right time, motivated by the actions and signals of customers in real time. At the base, the Adobe Experience Platform Agent Orchestrator Porentit on the scale of intelligent AI agents to make rapid and complex decisions on a large scale, while allowing teams to manage and coordinate both adobe agents and third parties adapted to their needs.
Thanks to tools like these, we are committed to creating an AI that works not only intelligently but also responsible – to strengthen confidence, to allow a significant commitment and to shape a future where technology raises everyone.
And in Singapore, we see a partner who does not only think in advance but also carefully.
Support confidence at the speed of innovation
Today, anyone with a smartphone and an internet connection can evoke such a real video that it blurs the line between facts and fiction. It is the power of AI. It is remarkable and, in many ways, empowerment, but it also has consequences.
Deepfakes and a disinformation generated by the AI-influence already the elections and fuel disinformation. As Prime Minister Wong noted, AI is already widely accessible – but its impact will depend on how it is used.
In a recent Adobe study80% of people in Australia and New Zealand have identified a disinformation led by AI as one of the greatest threats in society. And this concern is reflected in the Asia-Pacific region. People want the advantages of AI, but not to the detriment of the truth.
In my work with the governments of the region, it is clear: the public wants to trust the content they see – and the systems that deliver it.
Confidence cannot be bolted later. It must be integrated from the start.
That’s exactly why Adobe created Content authenticity initiative (CAI) In 2019, a global and open source effort to provide greater transparency to digital content. It works by incorporating sabotage metadata – called – called Content identification information – In pictures, videos and documents. These metadata include critical information: which created the content, when and where it was created, which tools have been used and if AI played a role in generation or modification.
This does not only help creators keep credit for their work. It helps consumers, journalists and citizens to verify the integrity of the media they see. It is a simple concept – digital content with a digital passport – but with enormous implications to restore confidence in a digital world.
And it is a concept that Singapore actively defends. Last year, Adobe was proud to sign a Memorandum of understanding with Center for Advanced Technologies in Online Safety (Catos) To explore how technologies of provenance such as content identification information can be implemented in Singapore.
From writing rooms to public agencies to education platforms, this collaboration aims to integrate the authenticity of content into the very infrastructure of digital communication. This supports the Singapore AI governance framework (Imda,, PDPC) by establishing industry standards for the adoption responsible for AI. Digital confidence, after all, is not a functionality, it quickly becomes a civic necessity.
Ai responsible by design
Confidence cannot be modernized. It must be integrated into the tools that people use to create content in the first place. At Adobe, we have taken deliberate measures to ensure that our generative AI solutions are developed in a responsible manner, from the start.
Our generative family ai, Adobe Firefly, was designed with ethics at the base. It is trained on approved and public domain data – not scratched from the open web. Its outings are safe for commercial use. And it automatically applies content identification information to each active ingredient. With Adobe Sensei Genai We provide intelligent automation in the workplace – help users to write text, reuse content on platforms and personalize digital experiences. It is designed for professionals who need to work more quickly, but not to the detriment of integrity or control.
Now Adobe has made this commitment at the next level with the launch of Content authenticity web applicationA free and easy -to -use tool that allows creators to attach content identification information to their digital work, including images, audio and video files.
Developed hand in hand with the creative community, the web application gives users total control over the information integrated in their content, such as their name, website or social media handles. This ensures good allocation, protects against improper use and provides essential transparency on how the content has been created, especially if AI was involved.
Above all, the application also allows creators to define preferences generating training and use of AI, which allows them to clearly point out if they do not want their work to form third -party models.
These principles align closely with the framework of governance of the AI of Singapore, which established an international standard for ethics, the explanation and the human agency in the deployment of the AI. It is a model that Adobe takes care not only – it is that which we actively implement in our design of products and our public policy work.
Content verified in the public sector
Governments are increasingly counting on digital media to inform, engage and serve citizens. And as the Prime Minister himself pointed out, the AI already improves the provision of services in Singapore. From multilingual transcription in call centers to intelligent diagnostics in dental clinics, AI is used to save time and improve precision – not to replace people, but to allow them to focus on what matters most.
But technology alone is not enough. The stories that we are racing – through national campaigns or community initiatives – shape our feeling of identity and belonging. Tools like Adobe Premiere Pro And Adobe Firefly is already helping to give life to real Singaporean stories, while Adobe Creative Cloud Foste collaboration between schools, non -profit organizations and communities. It is not only a question of consuming content, but of creating and strengthening the social fabric.
Disinformation threatens this progress. This is why content references play such an essential role – offering transparency that helps maintain official messages, public campaigns and trustworthy and verifiable educational content. When confidence is at stake, each detail counts.
Adobe is proud to support this transition. Thanks to partnerships with public sector agencies through health services, education and citizen services, we help to design secure, personalized and accessible digital experiences Adobe Experience Cloud. Whether it is to renew a license or reserve a vaccination appointment, the interactions should be transparent – offering both efficiency and confidence.
Shape a digital future of confidence
Navigation of disinformation does not only concern technology – it is also people. As the digital world evolves, the same goes for the strong literacy of the media. Skills such as identifying how content is generated and the application of critical thinking are now essential.
The same goes for AI. It is more than a productivity tool, it is a force multiplier that will reshape the structure of the work itself. Some jobs will evolve. And entirely new roles will emerge. What matters most is to equip people with the skills and confidence necessary to prosper in this future.
At Adobe, we support Singapore SKILLS By associating with schools, universities and training providers to provide creation and literacy of data in classrooms. We offer certifications that combine technical skills with narration, helping learners to create significant capacities. Platforms like Adobe Express for EducationProvide powerful creative tools to students and teachers – completely free.
As generative AI becomes more omnipresent, we must also cultivate digital ethics, media literacy and critical thinking – especially among the next generation. This is why we believe not only in the activation of creativity but also in consciously creation. At Adobe, we see our role in this ecosystem as more than a technology supplier. We are a partner in the construction of the nation – helping Singapore’s digital transformation to take place with integrity, inclusion and impact.
