Adobe MAX 2025: AI Updates Creatives Can Use Right Now
Adobe announced a broad set of AI updates at MAX 2025 that push production from idea to final delivery inside the tools you already use. The focus is clear: faster concepting, cleaner output, and less friction across teams.
What's new
- Studio-quality generative audio and video in Firefly: Create full end-to-end videos with AI-driven footage, edits, and sound design inside Adobe's ecosystem.
- Model choice inside Adobe apps: Use Adobe Firefly Models alongside options from Black Forest Labs, Google, Luma AI, OpenAI, Runway, and more-right in Firefly, Photoshop, and Adobe Express. New partners include ElevenLabs and Topaz Labs.
- Firefly Image Model 5 (public beta): Native 4MP output, photoreal quality, and prompt-based editing give you sharper renders and faster iteration.
- Firefly Custom Models (private beta): Drag-and-drop reference images, sketches, and assets you have rights to use to create a model that produces work in your style.
- GenStudio expansion for teams: AI and agents embedded into content production, with delivery streamlined through integrations with Amazon Ads, Innovid, Google Marketing Platform, LinkedIn, and TikTok.
- Firefly Foundry for brands: Build custom generative models tuned on your approved IP, spanning image, video, audio, vector, and 3D-aimed at consistent, on-brand content at scale.
Why this matters for creatives
- Concept to cut faster: Generate mood boards, style frames, and A/B concepts in minutes, then move straight into editable comps.
- Video in one place: Build scenes, edit takes, add voice and sound-all inside the Adobe stack. Less tool-switching, more output.
- Your look, every time: Custom Models learn from your approved references, so you keep consistency across campaigns and clients.
- Pick the right model for the job: Firefly for commercially safe production, partner models for specific strengths like photorealism, motion, or audio.
- Teams stay aligned: GenStudio connects planning, creation, approvals, and delivery-so content actually ships on schedule.
Practical workflows to try
- Spec work and pitches: Use Firefly Image Model 5 for photoreal mockups, then refine with prompt edits instead of reshoots.
- Social kits at volume: Spin up a Firefly Custom Model from your brand guide and reference set, then generate platform-native variants in batches.
- Short-form video production: Generate b-roll, transitions, and clean voiceover; finish inside Premiere Pro or Express with fewer pickups.
- Enterprise campaigns: Route briefs through GenStudio, use AI agents for first drafts, and activate across Amazon Ads, LinkedIn, TikTok, and more without breaking flow.
Enterprise content supply chain upgrades
GenStudio now stretches from planning to measurement with AI baked into each step. For marketing teams, that means fewer handoffs, clearer approvals, and content that stays on-brand across channels.
For brands with large IP libraries, Firefly Foundry offers custom models trained on your catalog, built on commercially safe Firefly models. The goal: scale creative without losing voice or visual identity.
Event notes
Across three days, Adobe brings talks and performances from filmmaker James Gunn, YouTuber Mark Rober, and actress-comedian Jessica Williams. Virtual audiences can stream keynotes and Adobe Sneaks.
Get started
- Try Adobe Firefly to test Image Model 5 and the new audio/video tools.
- Watch MAX sessions and Sneaks for demos and workflow tips.
If you want structured learning paths to plug these tools into your creative process, explore curated programs at Complete AI Training.
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