The DALL-E tool is released at the same time as Adobe’s intentions to integrate generative AI into Photoshop, After Effects, and Premiere Pro and NVIDIA’s debut of a customisable cloud AI service with picture creation. Microsoft is joining a growing number of IT behemoths that view AI picture generation as a useful tool, even if it is obvious that it is not directly competing with Adobe or NVIDIA. Additionally, Bing Image Creator might give them a competitive edge over Google, which just opened up access to its Bard AI chat after a small test.