The Adobe MAX 2024 conference showcased Adobe’s commitment to empowering creators with new tools and workflows driven by AI and enhanced collaboration capabilities. The key themes emerging from the announcements include:
Firefly Expansion and Commercial Safety
Adobe is heavily investing in its commercially safe generative AI model family, Firefly.
- Firefly Video Model (Beta): Generate videos from text and image prompts, extend clips, and smooth transitions, with deep Premiere Pro integration.
- Firefly Image 3 Model: Generates images four times faster than previous iterations.
- Firefly Vector Model: Provides designers with greater creative control in Adobe Illustrator.
- Firefly Services and Custom Models for Enterprise: Leading brands like Deloitte, Gatorade, IBM, IPG Health, and Mattel leverage Firefly to accelerate and scale content production for diverse marketing needs.
- Commercial Safety: Adobe emphasizes that Firefly is designed for safe commercial use, having already generated over 13 billion images.
Quote: “We’re giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision and creative control in their hands,” said David Wadhwani, president, digital media at Adobe.
Enhanced Creative Cloud Applications
Significant updates across Creative Cloud applications empower creatives with more speed, precision, and control.
- Photoshop: New features include Distraction Removal, Generative Workspace (beta) for concept ideation, Substance 3D Viewer (beta) for 3D object editing, and the general availability of Generative Fill, Generative Expand, Generate Similar, and Generate Background powered by Firefly’s Image 3 Model.
- Illustrator: Enhancements include Objects on Path for simplified object arrangement, Enhanced Image Trace for faster vectorization, Generative Shape Fill (beta) powered by the Firefly Vector Model, and the beta release of Project Neo, a web app for seamless 3D design creation and editing.
Streamlined Collaboration and Content Scaling
New tools and workflows enable seamless collaboration and content scaling for individuals and teams.
- Frame.io: An all-new version expands beyond video post-production to encompass audio, photo, design, and other creative workflows. Integration with Canon, Nikon, and Leica strengthens the Camera to Cloud ecosystem for rapid media transfer from set to post-production.
- Adobe Express: New enterprise capabilities empower teams with AI, provide access to approved assets, and ensure brand consistency. Express extends the power of Photoshop and Illustrator, enabling marketing, sales, and other departments to leverage creative content effectively.
GenStudio for Content Supply Chain Optimization
Adobe is addressing the growing demand for personalized content with GenStudio, an end-to-end content supply chain solution.
- GenStudio for Performance Marketing (GA): A self-service, AI-powered application enabling brands to efficiently utilize creative content for paid social ads, marketing emails, and display ads at scale. It bridges the gap between creative teams and marketing teams, ensuring brand consistency while enabling data-driven optimization.
- Partnerships: Integration with platforms like Google’s Campaign Manager 360, Meta, Microsoft Advertising, Snap, and TikTok will allow for streamlined campaign activation and performance insights.
Focus on Next-Generation Creative Skills
Adobe is committed to empowering the next generation of creators with essential skills for the modern workforce.
- Global Initiative: Aims to equip 30 million learners and teachers with AI literacy, content creation, and digital marketing skills using Adobe Express.
- Investments: Over $100 million committed to donations, scholarships, product access, and partnerships to enable storytelling and creativity worldwide.
Overall, Adobe MAX 2024 highlights Adobe’s dedication to empowering creatives with AI-driven tools, fostering seamless collaboration, and streamlining content creation workflows for individuals and enterprises alike.
About The Author:
Harrison Painter
