Redefine the creative process from ideation to production. That is the objective of the innovations that Adobe has introduced in terms of artificial intelligence, both generative and conversational, and which are aimed at boosting the creativity of all types of creators.

The company has revealed its plans and movements during its annual Adobe Max conference, which takes place in Los Angeles between October 28 and 30. In it, it has presented new generative audio and video tools, new Creative Cloud functionalities and new conversational assistants.

Artificial intelligence for everyone

With growing global demand for creative content, Adobe aims to provide solutions that help creators take advantage of the opportunities provided by AI and help them realize their vision. For this reason, it is committed to integrating artificial intelligence into its ecosystem through different initiatives.

Model integration

Adobe has integrated different models into its creative tools, so users can choose between Adobe Firefly models, as well as models from Black Forest Labs, Google, Luma AI, OpenAI, ElevenLabs or Runway to provide greater flexibility to creators.
He has also worked on new Firefly models that users can customize to generate assets in their personal style.

AI in Photoshop

Photoshop, one of Adobe’s featured solutions, is one of the key points on which the company has focused in terms of optimization. One of the notable new features is the integration of a new AI assistant, which allows creative professionals to chat with an agent directly in Photoshop on the web and instruct them to perform creative tasks, receive recommendations or tutorials.

The editing program has also optimized its Generative Fill and Generative Enhancement functionalities thanks to new partner models in Photoshop. In addition, it has also presented Harmonize, which facilitates, thanks to AI, the integration of objects or people in different environments, completing most of the composition process and freeing the designer to focus on developing the final details.

Adobe Firefly Update

Adobe has updated Firefly to become a comprehensive studio for ideation, creation, and production. It includes different AI models in the sector and has video, audio, image and design capabilities. It has also developed Firefly Boards, to encourage collaboration; as well as instant publishing tools to disseminate content on different channels.

Specifically, it has presented Generate Soundtrack, in public beta, to compose original studio-quality soundtracks; and Generate Speech, to create crystal-clear voiceovers and a new online video editor, in private beta, with a fast and intuitive multitrack timeline.

Firefly now has the Firefly Image Model 5, which brings together image generation and editing. Taking advantage of its capabilities, the company has promoted the new Prompt to Edit tool, which allows creators to describe in their own words how they want to edit an image. In addition, the new model will enhance layered image editing.

And for professionals who need to edit assets in bulk, Adobe has expanded access to Firefly Creative Production, which allows individual users and teams to edit hundreds of images at once, automatically replacing backgrounds, applying consistent color grading, and cropping in an easy-to-use, code-free interface.

AI Assistant in Adobe Express

Adobe has taken advantage of the Adobe Max celebration to present the AI ​​assistants that it has integrated into Adobe Express in beta version. As he explains, users can ask the tool to change tasks based on text instructions. Once the action is completed, the assistant can make suggestions, but it is the user who maintains control over the final result.

GenStudio Extension

Adobe has expanded the capabilities of GenStudio, its comprehensive solution for content planning, creation, management, activation and measurement. With this tool, the company hopes to simplify for creative and marketing teams the urgent challenge of content demand and how it exceeds available organizational resources.

Among other things, it has developed Firefly Design Intelligence, an AI-powered functionality that allows designs to be scaled according to brand guidelines; or Firefly Creative Production for Enterprise, which makes it easy for companies to manage hundreds of resources at the same time.

Adobe is now also enabling, with Adobe Firefly Foundry, businesses to customize models and train them to create brand-consistent content. This can help teams scale branded content production, create new customer experiences, and expand their intellectual property.

On the other hand, GenStudio for Performance Marketing now has an artificial intelligence agent that, by interpreting marketing reports, automatically produces relevant content for different channels, aligning with campaign objectives and brand guidelines.
This tool is integrated with platforms such as Amazon Ads, Google Marketing Platform, LinkedIn and TikTok, making it easy to create, activate and automatically optimize experiences.