Adobe today announced more than 100 new features for Creative Cloud.
At the forefront of these innovations are tools powered by Adobe Firefly, designed to enhance creators’ ability to generate, collaborate, and conceptualise ideas while significantly improving productivity.
Key announcements include major updates to Adobe Express and the introduction of an enhanced version of Frame.io, both aimed at streamlining collaboration for creative teams and their stakeholders. Additionally, Adobe launched a beta version of the Firefly Video Model, which allows users to create videos from text and image prompts and seamlessly integrate these features into Premiere Pro. With advancements in its generative AI capabilities, Adobe is committed to providing tools that are safe for commercial use, enabling brands to innovate responsibly.
For enterprises, Adobe introduced GenStudio for Performance Marketing, an end-to-end content supply chain solution that optimises the entire process of creating and managing marketing content. This new application empowers brands to deliver personalised customer experiences while meeting rising consumer demand.
David Wadhwani, president of digital media at Adobe, emphasised the importance of these innovations: “We’re equipping the creative community with powerful tools to maximise their impact across marketing, HR, and sales.” He highlighted the growing demand for content and the need for creators to scale their output effectively.
The expanded Firefly suite introduces the Firefly Video Model (beta), enabling creators to generate videos based on text and image inputs, as well as enhance existing video clips. The Firefly Image 3 Model now generates images four times faster than before, offering significant efficiency improvements. Moreover, advancements in the Firefly Vector Model grant designers using Adobe Illustrator more creative control, allowing them to refine their designs with ease. Leading global brands such as Deloitte, Gatorade, IBM, IPG Health, and Mattel are already leveraging these generative AI enhancements to accelerate their content production processes.
Photoshop too has been a range new capabilities aimed at empowering creators. Among these are advanced Distraction Removal technology, which helps eliminate unwanted elements from images, and the Generative Workspace (beta), designed to facilitate brainstorming and concept iteration. Additionally, the new Substance 3D Viewer (beta) allows graphic designers to view and edit 3D objects while working alongside 2D designs, enhancing creative possibilities.
New features in Illustrator include Objects on Path, enabling users to easily attach and move objects along any path, and Enhanced Image Trace for faster vector conversion. The introduction of Generative Shape Fill (beta), powered by the Firefly Vector Model, helps designers quickly add intricate vectors to shapes, streamlining the design process. Adobe also previewed Project Neo, a web app designed for seamless 3D design creation and editing, which has garnered positive feedback from the creative community.
Within Frame.io there has been enhancements to video post-production while expanding support for collaboration across audio, photo, and design workflows. This version integrates with Canon, Nikon, and Leica, providing a secure and efficient way to transfer media from set to collaborators.
Adobe also unveiled new enterprise features within Express that leverage AI to empower teams, streamline access to approved assets, and safeguard brand integrity. Demonstrations highlighted how Express enhances the capabilities of apps like Photoshop and Illustrator, allowing creative teams to efficiently share and utilize their content across various departments.
Finally, Adobe’s GenStudio for Performance Marketing is a self-service, generative AI-first application designed to optimise content production for marketing. By integrating Creative Cloud and Experience Cloud applications, it enables brands to quickly assemble paid social ads, marketing emails, and display ads, allowing for agile responses to market demands.
Reporting by Dan Uglow.
