Adobe MAX 2025: AI for Every Creator - What's New and How to Use It
Adobe just put serious AI workflow upgrades on the table. If you create for a living-design, photo, video, audio, or brand content-this update streamlines your process from idea to delivery.
Here's what matters, what's new, and how to put it to work fast.
Pick your model, stay in your flow
Adobe now lets you choose from the industry's top AI models directly inside tools you already use. That means less context switching and more control over the look and feel of your work.
- Adobe Firefly Models: Commercially safe models for image, video, audio, vectors, design and 3D. The new Firefly Image Model 5 (public beta) brings native 4MP output, strong photorealism and prompt-based editing.
- Partner models in-app: Access models from Black Forest Labs, Google, Luma AI, OpenAI, Runway and more-plus new partners ElevenLabs and Topaz Labs-inside apps like Firefly, Photoshop and Adobe Express.
- Firefly Custom Models (private beta): Build style-accurate models using reference assets you have rights to. Generate consistent series work without reinventing your look every project.
Firefly becomes a start-to-finish studio
Firefly moves beyond prompts into full production. You can ideate, produce and publish in one place-solo or with your team.
- Generate Soundtrack (public beta): Create original, studio-grade music cues that fit your video.
- Generate Speech (public beta): Produce clear voice-overs without leaving the timeline.
- AI video editor (private beta): A timeline-based editor with AI features for faster cuts and changes.
- Firefly Creative Production (private beta): Bulk-edit thousands of images-swap backgrounds, apply consistent color, crop-no code required.
- Firefly Boards + instant publishing: Collaborate on concepts, then ship to multiple channels at once.
New AI in Creative Cloud (precision tools, real speed)
Photoshop, Premiere, Illustrator and Lightroom get meaningful speed and control upgrades. These features help you stay in the craft without repetitive grunt work.
- Photoshop: Generative Fill with a choice of top models; Generative Upscale (via Topaz Labs) to push low-res assets to 4K; Harmonize for smarter compositing.
- Premiere Pro (public beta): AI Object Mask to isolate people and objects quickly across frames.
- Lightroom (public beta): Assisted Culling to surface your best shots from big sets.
Conversational assistants and creative agents
New assistants, using agentic AI, let you describe what you want and move from idea to output with plain language. They're built into Adobe Express, Firefly and Photoshop, with previews shown for third-party chatbot platforms.
For teams and brands: content at scale
GenStudio connects planning, creation, management, activation and measurement. The goal: ship more on-brand content without bottlenecks across teams and channels.
- Workflow integrations: Streamlined delivery with Amazon Ads, Innovid, Google Marketing Platform, LinkedIn and TikTok.
- Firefly Foundry: Partner with Adobe to create brand-specific models trained on your approved IP. Supports image, video, audio, vector and 3D for campaigns and production workflows.
What this means for working creatives
- Ideate fast, then refine with pixel-level control inside your core apps.
- Keep your style consistent across campaigns using Custom Models and batch tools.
- Produce full videos-soundtrack, voice-over, edits-in a single environment.
- Choose the right model for the job without leaving your workflow.
- Ship more variants for clients and channels without burning nights and weekends.
Quick start checklist
- Test Firefly Image Model 5 on a current project and compare results to your usual workflow.
- Use Generative Upscale to rescue a low-res asset to 4K for a client deliverable.
- Run Assisted Culling on your last shoot to shortlist selects in minutes.
- Try AI Object Mask on a tricky sequence in Premiere to speed up isolation and grading.
- Cut a short social video in Firefly, then score it with Generate Soundtrack and add a voice-over with Generate Speech.
- Apply for access to Firefly Custom Models if consistent series output is a priority.
Learn more and watch the reveals
Stream MAX keynotes and Sneaks for live demos and the latest feature walkthroughs at max.adobe.com. Review Adobe's approach to creator rights and responsible AI here: Adobe AI approach.
Want structured training to build these skills into your workflow? Explore role-based AI course paths here: Complete AI Training - Courses by Job.
Availability and notes
Some features are in public or private beta and may change. Access, availability and partner model options can vary by app, region and account type.
Bottom line
This update reduces busywork, keeps style consistent and makes end-to-end content creation practical for solo creatives and teams. Pick the tools that remove your bottlenecks and ship more work you're proud of.
Your membership also unlocks:
