Adobe MAX 2025 is the Californian firm’s most important annual event and from October 28 to 30 it brings together more than ten thousand creative professionals, social media creators, marketing managers and creative storytellers from around the world in Los Angeles.
Few may be surprised that artificial intelligence is being the absolute protagonist of the event. Adobe has introduced AI assistants for each and every one of its applications, including Express, Firefly and Photoshop. The stated goal is to transform the creative process with conversational and agentic experiences, expanding creative possibilities with an AI made to create and that allows anyone, of any skill level, to ideate, create and share their vision.
Adobe MAX 2025, all for AI
Adobe has introduced AI innovations for all types of creators who want to redefine the entire creative process, from the ideation, creation and production phases. Creators can use new Adobe Firefly studio-quality audio and video generative tools to create complete videos from start to finish.
New AI-powered tools in Creative Cloud apps enable creative professionals to work more productively with greater control over pixel-level details. Enterprise marketing professionals can optimize their content supply chain with GenStudio innovations and collaborations. Adobe now offers creators access to the industry’s best AI models in the best creative tools, including its own Firefly models, a selection of models from industry partners such as Google, OpenAI and Runway, and new custom Firefly models that generate creators’ own style.
Adobe has introduced new conversational AI assistants, powered by agentic AI, that give you the ability to transform ideas into content by simply describing, in your own words, what you want to achieve or what you want something to look and feel like. Adobe is embedding these AI assistants directly into its own apps, such as Adobe Express, Firefly, and Photoshop, and has previewed the creative agents in third-party apps.
“We believe that all creators should be able to take advantage of the economic and artistic opportunities offered by generative AI, conversational AI and the growing global demand for creative content”explains Adobe’s president of digital media, David Wadhwani. “Our AI at Adobe is made to create and designed for creators who paint the world with their imagination”describe.
AI integrated into creative tools
Creators can choose from several generative AI models, including:
- Adobe Firefly Templates– Commercially safe models for video, audio, images, vectors, design and 3D, including the new Firefly Image Model 5 (public beta), which combines a native 4 MP resolution, photorealistic quality and command-based editing.
- Models from all sectors– Models from Black Forest Labs, Google, Luma AI, OpenAI, Runway, and others that integrate directly into the Adobe platform as they are released, giving creators choice and flexibility in apps like Firefly, Photoshop, and Adobe Express. Today, Adobe announced the addition of new partners, ElevenLabs and Topaz Labs, along with more existing partner models.
- New custom Firefly models (private beta): Templates that creators can easily customize to generate a series of assets in their own personal style. Creating these models is as simple as dragging and dropping reference images, illustrations, sketches and other resources for which you have rights to use.
Adobe Firefly: the all-in-one AI creative studio
Adobe Firefly provides creators with an all-in-one studio for ideation, creation, and production with the industry’s best AI models and best-in-class video, audio, image, and design tools. Includes Firefly Boards, the collaborative ideation space. Firefly’s instant publishing tools empower creators to spread their content to multiple channels at the same time.
Adobe has introduced the Comprehensive video production in Firefly with studio-quality audio and video toolsincluding Generate Soundtrack (Public Beta) for composing original, studio-quality soundtracks that fit perfectly with your accompanying videos, Generate Speech (Public Beta) for creating crystal-clear voiceovers, and a new timeline-based, AI-powered video editor (Private Beta).
For creative professionals who need to edit assets in bulk, Adobe has introduced Firefly Creative Production (private beta), which empowers users and teams to edit up to thousands of images at once, automatically replacing backgrounds, applying consistent color grading, and cropping in an easy-to-use, code-free interface.
IA en Creative Cloud
Adobe has incorporated AI tools and technologies into its latest version of the Creative Cloud suite that provide creative professionals with pixel-level control and precision tools at every stage of their creative process. These new technologies, along with performance improvements in applications like Photoshop, Lightroom, Illustrator, and Premiere, promise to save creative professionals hours of time.
Among the new AI-powered tools that Adobe has presented include Generative Fill, with the possibility of choosing between the main models in the sector in Photoshop, for generating images from text; Generative Upscaling in Photoshop, which leverages Topaz Labs technology to upscale low-resolution images to 4K; and Harmonize in Photoshop, for AI-assisted compositing. AI Object Masking in Premiere (public beta) helps video professionals identify and isolate people and objects in video frames, and Assisted Selection in Lightroom (public beta) allows photographers to quickly identify the best images within large photo collections.
GenStudio for the enterprise supply chain
Adobe has expanded GenStudio, its comprehensive content supply chain solution that Optimizes the process of planning, creating, managing, activating and measuring content. GenStudio simplifies one of the most pressing challenges facing creative and marketing teams today, where an insatiable demand for content exceeds available organizational resources. Adobe is addressing this challenge with new capabilities that extend generative AI and AI agents directly into content production workflows, while streamlining the delivery of experiences through integrations with Amazon Ads, Innovid, Google Marketing Platform, LinkedIn, and TikTok.
Adobe has also introduced Adobe Firefly Foundry, which allows companies Work directly with Adobe and create custom generative AI modelsexclusive to your brand. Trained with full catalogs of existing IP, these proprietary Adobe Firefly Foundry models are deeply tuned and can be built on top of commercially secure Adobe Firefly models. This unlocks the value of AI, helping teams scale on-brand content production, create new customer experiences, and expand their intellectual property.
