Adobe Expands Creative Possibility with AI for Every Creator at Adobe MAX 2025

Adobe Firefly: The all-in-one creative AI studio

Adobe Firefly empowers creators with an all-in-one studio for ideation, creation and production with the industry’s top AI models and the best video, audio, imaging and design tools. It includes Firefly Boards, the collaborative ideation space. Firefly’s instant-publishing tools empower creators to deliver their content to multiple channels at the same time.

Adobe introduced end-to-end video production into Firefly with groundbreaking audio and video tools, including Generate Soundtrack (public beta) for composing original, studio-quality soundtracks tailored perfectly to accompanying videos, Generate Speech (public beta) for creating crystal clear voice-overs and a new, timeline based, AI-powered video editor (private beta).

For creative professionals who need to edit assets in bulk, Adobe introduced Firefly Creative Production (private beta), empowering individuals and teams to edit as many as thousands of images at once—automatically replacing backgrounds, applying consistent color grading and cropping in an easy-to-use, no-code interface.

Groundbreaking new AI across Creative Cloud

Adobe infused its latest Creative Cloud release with groundbreaking AI tools and technologies that provide creative professionals with pixel-level control and precision tooling across every stage of their creative journey. These new technologies, along with performance upgrades across apps like Photoshop, Lightroom, Illustrator and Premiere can save creative professionals hours of time.

Among the new AI-powered tools Adobe introduced are Generative Fill with a choice of top industry models in Photoshop, for text-to-image generation, Generative Upscale in Photoshop which leverages Topaz Labs’ technology to upscale low-resolution images to 4K and Harmonize in Photoshop for AI-assisted compositing. AI Object Mask in Premiere (public beta) helps video professionals identify and isolate people as well as objects in video frames and Assisted Culling in Lightroom (public beta) empowers photographers to quickly identify the best images in large collections of photos.

Powering enterprise content supply chains

Adobe expanded GenStudio, its end-to-end 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 is outpacing organizational resources. Adobe is addressing this with new capabilities that extend generative AI and AI agents directly into content production workflows, while streamlining experience delivery via integrations with Amazon Ads, Innovid, Google Marketing Platform, LinkedIn and TikTok.

Adobe introduced Adobe Firefly Foundry, which enables businesses to work directly with Adobe and create tailored generative AI models that are unique to their brand. Trained on entire catalogs of existing IP, these proprietary Adobe Firefly Foundry models are deeply tuned and can be built on top of commercially safe Adobe Firefly models. This unlocks the value of AI, helping teams scale on-brand content production, create new customer experiences and extend their IP. With Firefly as the anchor, Adobe Firefly Foundry models can support all major asset types including image, video, audio, vector and 3D—accelerating content delivery for brand campaigns, performance marketing, media production workflows and more.