Adobe has unveiled a raft of changes to its Creative Cloud and Firefly tools at its MAX conference in Miami.
B&T is on the ground in Vice City and will have all the updates first.
Top of the billing for the US-based tech giant is an expansion of the agentic capabilities within its Creative Cloud suite, which includes programs such as InDesign, Photoshop and more, and its Firefly generative AI.
“We’re powering a new era of creativity where creative professionals and creators at every experience level have the tools, models and agents they need to bring their biggest ideas to life and stand out with work that reflects their unique taste, style and vision,” said Anil Chakravarthy, Adobe president and incoming CEO.
“With demand for content growing across every format and channel, we’re delivering new innovations across our product portfolio that expand how creative work happens and put the power of Adobe’s tools within reach for even more creatives.”
Creative Cloud & Firefly
The Adobe Creative Agent now powers expanded AI assistants in Illustrator, Premiere, InDesign, After Effects and Frame.io. This, Adobe said, will help creative professionals direct and execute complex, multi-step tasks in their own words and get more done, faster, while staying in control of their work.
It is also previewing local MCP integrations for Creative Cloud tools that will allow users’ third-party agents make changes to native project files in Photoshop, Illustrator, Premiere and After Effects.
It has also introduced new features such as Generative Restyle and Relight in Photoshop, a first-of-its-kind color grading system with Color Mode in Premiere, Open Eyes in Lightroom, and Co-editing in InDesign (both in beta) that speed core workflows and expand what pros can achieve.
“Our latest Creative Cloud innovations transform our trusted creative tools into agentic, intelligent workflows that give pros the precision, control and flexibility to explore their ideas, streamline their work and stay focused on the creative decisions that make their work uniquely theirs,” said Deepa Subramaniam, vice president, product marketing, Creative Cloud at Adobe.
Meanwhile in Firefly, the Adobe Creative Agent will power the Firefly AI Assistant. This, Adobe said will bring new customisation, Plan Mode and Model Selector capabilities so creators can direct the work, stay in control and stand out with work that reflects their unique taste, style and vision.
Adobe has also previewed ‘always-on agents’ within Firefly that take on recurring tasks, such as organising incoming assets and checking quality to preparing content for different channels. This should free up time for creatives.
It has also improved Firefly’s video creation, design and image editing. It has launched a beta test for Firefly Graph, a new tool that helps creators build and iterate on custom, repeatable workflows to scale creative work, and a private beta for Firefly Builder which helps turn ideas websites, presentations apps and more into interactive, on-brand prototypes, using natural language with no code required.
“We’re excited to offer every creator an agent that supports the creative process from the moment you first explore an idea, to the moment you bring it into the world, working across tools, models and workflows where your taste, style and vision lead,” said Forest Key, VP, Adobe Firefly and Agentic AI at Adobe.
“That’s our approach across Adobe, and we built Firefly to be the AI creative studio where it comes together: the best models, the tools creators already trust and an agent that act s as a creative partner.”
GenStudio
Adobe is bringing CX Enterprise Coworker into GenStudio, its content supply chain solution, to help teams manage campaign workflows through a conversational interface.
Marketers will be able to direct campaign planning, creation and activation while Coworker coordinates agentic workflows.
Adobe’s Brand Intelligence agent that learns and enforces brand standards has also received some new features including Intelligent Reflow that automatically resizes and shapes assets. It is also coming to Photoshop Illustrator and InDesign to bring brand guidance into the tools creatives already use.
It has also revealed Ideation Space, a new AI-powered collaborative canvas in Workfront, Adobe’s marketing planning and project management solution. It combines ideas from creatives and marketers with performance data and other context gathered by Coworker to help turn strategy into a structured campaign brief.
Firefly 3D Digital Twin, which creates pixelperfect 3D replicas of products, will let teams and AI agents change a product’s labels and materials and generate product images without requiring a physical photoshoot every time a detail changes.
“Adobe GenStudio has played a central role in helping global brands meet the insatiable demand for content, delivering over 7.8 trillion assets so far this year,” said Varun Parmar, SVP and general manager, Adobe GenStudio and Firefly Enterprise.
“Marketing and creative teams now have a mandate to personalise content experiences down to the individual level, and we are reimagining the content supply chain with agentic AI to drive the ‘Studio of the Future’ and bring together impactful creative with deep data insights.”
