At Adobe MAX 2025, held in Los Angeles from October 28 to 30, Adobe unveiled a suite of AI innovations designed to transform the creative process for all creators.
From ideation to production, Adobe has added more AI capabilities to its tools — Adobe Firefly, Creative Cloud, Adobe Express, and GenStudio — to empower creators with unprecedented control, flexibility and productivity.
Adobe Firefly now comes with studio-quality generative audio and video tools for end-to-end content creation. Key new capabilities include Generate Soundtrack for composing original soundtracks tailored to videos, Generate Speech for crystal-clear voice-overs, and a timeline-based AI-powered video editor currently in private beta. These tools allow creators, regardless of skill level, to produce rich multimedia content seamlessly.
Adobe also integrated industry-leading AI models into its platforms. These include Adobe’s proprietary Firefly Models, known for commercial safety and photorealistic quality.
Additional models from notable partners such as Google, OpenAI, Runway, ElevenLabs, and Topaz Labs provide creators with expanded options to match their creative style.
Firefly Custom Models allow users to build models from their own reference assets to make unique content generation more accessible.
Creative Cloud apps received significant AI enhancements aimed at professional workflows. Photoshop now features Generative Fill with multi-model support for text-to-image creation, Generative Upscale technology to enhance low-res images to 4K, and Harmonize for AI-assisted compositing.
Video professionals benefit from AI Object Mask in Premiere, facilitating object isolation in video frames, while Assisted Culling in Lightroom speeds up selecting the best images from large libraries.
For enterprise content teams, Adobe has expanded GenStudio, a solution optimizing the entire content supply chain to meet the growing demand for content production.
Key additions include generative AI and AI agents integration into workflows and partnerships with platforms such as Amazon Ads, Google Marketing Platform, LinkedIn, and TikTok.
Adobe Firefly Foundry offers brands bespoke generative AI models trained on their unique intellectual property to produce consistent, on-brand content at scale across asset types including image, video, audio, vector, and 3D.
“We believe every creator should be able to harness the economic and artistic opportunities flowing from generative AI, conversational AI and the exploding global demand for creative content,” said David Wadhwani, President of Digital Media at Adobe.
Adobe MAX 2025 attracted more than 10,000 creative professionals and featured speakers from filmmaking, online content and entertainment. It also showcased innovative AI tools that promise to redefine creative possibilities for everyone.
Entelechy Asia 