Adobe’s MAX 2025 creativity conference runs at the Los Angeles Convention Center and online from 28 to 30 October. As part of the event, Adobe has unveiled a range of AI innovations across its Creative Cloud apps.
Integrated AI models
You can choose between a range of generative AI models that Adobe has integrated into its apps. Adobe Firefly’s models are commercially safe for generating video, audio, imaging, vectors, design and 3D content. The new Firefly Image Model 5 public beta also combines native 4 megapixel resolution, photorealistic quality and prompt-based editing. Additionally, Adobe offers a private beta of Firefly Custom Models, which creators can personalize to generate a series of assets in their own unique style. Alternatively, Adobe has integrated models from Black Forest Labs, Google, Luma AI, OpenAI, Runway, ElevenLabs and Topaz Labs.
Adobe Firefly
You can use new studio-quality generative audio and video tools in Adobe Firefly to create full end-to-end videos. Generate Soundtrack can compose original, studio-quality soundtracks tailored to accompany your videos, while Generate Speech can create voice-overs. These are both currently in public beta. There’s also a private beta of a new, timeline-based, AI-powered video editor.
In addition, Firefly includes Firefly Boards which is a collaborative ideation space, as well as instant-publishing tools so you can deliver your content to multiple channels simultaneously.
Creative Cloud
Adobe has integrated AI tools across the Creative Cloud apps, including Photoshop, Lightroom, Illustrator and Premiere. In Photoshop, Generative Fill offers text-to-image generation and Harmonize delivers AI-assisted compositing. There’s also Generative Upscale, which uses Topaz Labs’ technology to upscale low-resolution images to 4K.
Premiere has a public beta of AI Object Mask, which helps you to identify and isolate people and objects. Finally, in Lightroom, there’s a public beta of Assisted Culling in Lightroom so you can quickly identify the best images in large collections of photos.
Enterprise solutions
GenStudio is Adobe’s end-to-end content supply chain solution. It optimizes the process of planning, creating, managing, activating and measuring content. Adobe is expanding GenStudio with new capabilities that extend generative AI and AI agents directly into content production workflows. Also, Firefly Foundry enables businesses to work directly with Adobe to create tailored generative AI models that are unique to their brand.
What we think
Whether you want them or not, AI tools are now present in just about every app you use on your computer and smart devices. Adobe wants to put these tools in the hands of creators to enhance their work. The upscaling and compositing tools in Photoshop allow you to use your assets in new ways. Premiere’s new AI masking will also speed up your workflows.
Additionally, it’s good to see that Adobe is sticking to its principles around the growth of AI. The company says it views AI as a tool for, not a replacement of, human creativity. Adobe also respects creators’ rights and says it has only trained Firefly on content where the company has permission to do so. It would be good if other AI companies followed Adobe’s lead in this area.
