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Adobe Announces AI Innovations at Adobe MAX    

28 October 2025

Today at Adobe MAX 2025, Adobe unveiled major AI innovations for creatives, "helping to redefine the entire creative process, from concept to content," the company said.

HIGHLIGHTS

Some highlights from today's announcements include:

• Innovations in Photoshop and Lightroom: Over 100 innovations, major performance boosts and UX upgrades in Creative Cloud, including GA of Gen Upscale, Harmonize, Gen Fill with partner models and more.
• Adobe Firefly video production: Firefly now enables end-to-end video production with studio-quality audio and video tools.
• A partnership with YouTube: A new partnership bringing Adobe Premiere's industry-leading video editing tools to YouTube Shorts, empowering creators to make amazing content and grow their audiences.
• Agentic AI: Adobe is bringing conversational experiences, powered by agentic AI across its apps -- transforming the creative process with AI assistants that let anyone create using their own words.
• Unified AI Models: They're delivering AI models from across the industry, all in one place -- so creatives can harness their full potential to bring their visions to life.

For more information see the news releases below.

Adobe Expands Creative Possibility with AI for Every Creator Across Every Stage of the Creative

• Adobe redefines the creative process with AI for every creator, delivering AI-powered innovations across Adobe Firefly, Adobe Creative Cloud, Adobe Express and Adobe GenStudio that transform ideation, creation, production and delivery
• Adobe introduces AI Assistants across its apps, including Express, Firefly and Photoshop and in third-party apps like ChatGPT -- transforming the creative process with conversational, agentic experiences that let anyone create using their own words and refine results using Adobe's world-class tools
• Adobe gives customers the industry's top AI models across the best creative tools, with choice of models from Adobe, Google, OpenAI, Runway and more -- including the new Firefly Image Model 5 for prompt-based editing and new Firefly Custom Models that generate in creators' own style and Adobe Firefly Foundry

LOS ANGELES -- Today at Adobe MAX, Adobe unveiled AI innovations for every type of creator that redefine the creative process across ideation, creation and production, empowering them to quickly turn concepts into content with deeper control and precision. Creators can use new studio-quality generative audio and video tools in Adobe Firefly to create full end-to-end videos for channels like YouTube. New AI-powered tools across Creative Cloud apps enable creative pros to work more productively with more control over pixel-level details. Marketing professionals in enterprises can optimize their entire control supply chain with new GenStudio innovations and partnerships. Adobe now brings creators access to the industry's top AI models across the best creative tools -- including its own Firefly Models, a choice of models from industry partners including Google, OpenAI and Runway and new Firefly Custom Models that generate in creators' own style.

Adobe showcased new conversational interfaces powered by agentic AI that empower anyone to turn ideas into content simply by describing -- in their own words -- what they want to accomplish or how they want something to look and feel. Creators can ask their AI assistant for personalized advice, suggestions and assistance and stay in ultimate control. Adobe is delivering these AI assistants directly into its own apps like Adobe Express, Firefly and Photoshop and previewed creative agents in third-party apps like ChatGPT.

"We believe every creator should be able to harness the economic and artistic opportunities flowing from generative AI, conversational AI and the exploding global demand for creative content," said David Wadhwani, president, Digital Media at Adobe. "Our AI at Adobe is made to create and built for the creators who paint the world with their imagination."

The Industry's Top AI Models

Adobe provides a platform to use the top AI models in the best creative tools. Creators can choose generative AI models including: 1. Adobe Firefly Models: Commercially safe models for video, audio, imaging, vectors, design and 3D, including the new Firefly Image Model 5 (public beta) which combines native 4-megapixel resolution, photorealistic quality and promptbased editing. 2. Models from across the industry: Models from Black Forest Labs, Google, Luma AI, OpenAI, Runway and more that are integrated directly into the Adobe platform as they're released, providing creators choice and flexibility in apps like Firefly, Photoshop and Adobe Express. Today, Adobe announced the addition of new partners ElevenLabs and Topaz Labs along with more models from existing partners. 3. New Firefly Custom Models (private beta): Models that creators can easily personalize to generate a series of assets in their own personal style. Building these models is as simple as a creator dragging and dropping in reference images, illustrations, sketches and other assets they have the rights to use.

Adobe Firefly: The All-In-One Home for Ideation, Creation & Production with the Top AI Models

Adobe Firefly empowers creators with an all-in-one home 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 AI-powered ideation space. Firefly's instant-publishing tools empower creators to bring their content to multiple channels at the same time.

Adobe introduced end-to-end video production into Firefly with studio-quality audio and video tools, including Generate Soundtrack (beta) for composing original, studio-quality soundtracks tailored perfectly to accompanying videos, Generate Speech (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, 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 unprecedented creative freedom, pixel-level control and precision tooling across every stage of their creative journey. These new technologies, along with performance-blasts across apps like Photoshop, Lightroom, Illustrator and Premiere can potentially 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 and 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 integrated solution that enables businesses to transform their content supply chain with the latest advancements in AI, to include new capabilities and ad partners integrations. 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.

Adobe MAX 2025: Made to Create

Adobe MAX -- the world's largest creativity conference -- returns to Los Angeles Oct. 28-30, bringing together more than ten thousand creative professionals, social media creators, enterprise marketers and creative storytellers from around the world. Across three days of inspiration, networking and collaboration, attendees will hear from renowned speakers including filmmaker James Gunn, YouTuber Mark Rober, actress and comedian Jessica Williams and live musical performances and creative experiences. Adobe will showcase how it's expanding creative possibility with AI made to create -- empowering anyone, at any skill level, to ideate, create and share their vision. Virtual audiences can stream MAX keynotes and Adobe Sneaks -- the company's showcase of breakthrough creative innovations -- at max.adobe.com. Adobe will host an investor Q&A session on site on Tuesday, Oct. 28 that can be streamed live at https://www.adobe.com/investor-relations.html.

Adobe's Approach to AI

Adobe takes the most creator-friendly approach to AI in the industry. It views AI as a tool for, not a replacement of, human creativity and believes that generative AI can be developed responsibly, starting with respect for creators' rights. For information on our approach to generative AI, visit: https://www.adobe.com/ai/overview/firefly/gen-aiapproach.html

Adobe Firefly Delivers New Studio-Quality Audio and Video Editing and New Models in All- In-One Home for AI-Powered Creativity

• Adobe delivers creators studio-quality music tracks, crystal clear voice-over generation and an end-to-end timeline-based video editor in Adobe Firefly, the all-in-one home for ideation, creation and production across video, audio, imaging and design with the top AI models
• Adobe Firefly brings creators the top AI models in one place, at one price -- including the new Firefly Image Model 5 for photorealism and prompt-based editing; new partner models from ElevenLabs, Google and Topaz Labs; and new Custom Models that generate in creators' own personal style
• Adobe previews Project Moonlight in Firefly, a conversational, creative AI assistant that works across Adobe's creative apps and creators' social channels to deliver content insights and personalized recommendations that empower them to turn concepts into content in minutes

LOS ANGELES -- Today at Adobe MAX, Adobe introduced groundbreaking new AI tools, models and agents in Adobe Firefly, the all-in-one home for ideation, creation and production with the industry's top AI models and the best tools for video, audio, imaging and design. Firefly's new, studio-quality audio and video tools include Generate Soundtrack for creating fully licensed audio tracks, Generate Speech for crystal clear voiceovers and a new timeline-based AI video editor. Adobe Firefly, which delivers creators the industry's top AI models at a single price, includes commercially safe Firefly models -- such as the new Image Model 5, which generates photorealistic images in pixel-perfect native 4-Mp resolution and handles promptbased editing in everyday language -- along with an expanding ecosystem of partner models that now includes ElevenLabs, Google, Luma AI, OpenAI, Runway, Topaz Labs and more. Adobe also announced new Firefly Custom Models, which empower creators to generate a series of assets in their own style.

Adobe, which introduced conversational creation and editing in Adobe Express and Adobe Photoshop, previewed Project Moonlight in Firefly, a conversational interface powered by agentic AI that can work across Adobe's apps and draw insights from creators' social channels to help them brainstorm new ideas and create new content faster. With Project Moonlight, creators can deploy an agent to help them go from concept to creation in minutes, simply by describing -- in their own words -- what they want to accomplish or how they want something to look and feel. Creators can ask their AI assistant for personalized advice, suggestions and assistance and stay in ultimate control.

"Firefly supports your entire end-to-end creative process, from when you first explore ideas to when you bring them to the world with AI-powered video, audio, imaging and design," said Ely Greenfield, chief technology officer and senior vice president, Adobe. "We built Firefly to be a single place where you can work with the best AI models in the best creative tools and it's been amazing to see how creators are using it to bring their ideas from concept to reality."

New Firefly Tools Take Creators from Ideation to Creation to Production

Adobe introduced new Firefly tools that streamline every stage of the creative process -- from brainstorming and visualizing ideas, to image, audio and video generation and editing, to producing fully finished assets at scale. Together, these innovations make it easier for creators to move fluidly from inspiration to execution, with generative AI features that accelerate and expand creation across media types.

New AI Ideation Tools

In Firefly Boards, Adobe's collaborative, AI-powered ideation surface, creators can now move even faster from inspiration to concept with new features that offer greater control and creative flexibility. New Rotate Object capabilities enable creators to convert 2D images into 3D where they can position objects and people in different poses and rotate them to show different perspectives. New PDF exporting and bulk image downloading streamline the process of organizing and collaborating on visual concepts across projects.

New updates to Firefly Boards add to a suite of new tools Adobe recently introduced, including Presets for generating images in diverse styles with a single click and Generative Text Edit for instantly changing the text in a photo or other visual asset.

New AI Creation Tools Firefly's new AI creation tools enable creators to generate, edit and enhance professional-quality content across images, video and audio -- from soundtrack and voiceover generation to timeline-based video editing and more conversational image prompting -- all directly within Firefly, including:

• Generate Soundtrack (public beta): An AI music generator powered by Adobe's commercially safe Firefly Audio Model that creates fully licensed, studio-quality instrumental tracks. Generate Soundtrack delivers multiple original track variations in seconds that are synced and timed precisely with creators' video footage.
• Generate Speech (public beta): A text-to-speech tool for creating crystal clear voice-overs, gives creators a choice of voices from Firefly Speech Model and ElevenLabs. Customers can generate lifelike voices in multiple languages and fine-tune emotion, pacing and emphasis for natural, expressive delivery.
• Firefly video editor (private beta): A fast, intuitive Web-based multitrack timeline editor for generating organizing, trimming and sequencing clips, with tools to add voiceovers, soundtracks and titles. Now creators can add all their Firefly creations in the Generation History panel or generate new clips directly in the editor, with the ability to create start or end frames right from the timeline. Creators can upload their own media to combine captured and generative content in one place and edit with frame-by-frame precision or through a built-in transcript for quick, text-based edits. Includes style presets like claymation, anime and 2D, plus a library of customizable title templates
• Prompt to Edit: A conversational editing interface that empowers creators to describe the edits they want to make to an image in everyday language, akin to how they prompt text-to-image tools to create new images. Prompt to Edit is available with Firefly Image Model 5 and partner models from Black Forest Labs, Google and OpenAI.

New AI Production Tools Today Adobe is expanding access of Firefly Creative Production (private beta) directly in the Firefly app. Previously available only to Firefly Enterprise customers, Firefly Creative Production is an AI-powered batch editing solution that empowers creative professionals and their teams to edit thousands of images at once -- automatically replacing backgrounds, applying consistent color grading and cropping in an easy-to-use, no-code interface.

Top Industry AI Models Available Directly in Adobe Firefly

Adobe Firefly offers the only platform to use top AI models within the best creative tools for video, audio, imaging and design -- all in one place, at one price. In Firefly, creators can ideate and create with a choice of Adobe's commercially safe Firefly models, models from its partners across the industry and coming soon, new personalized Firefly custom models.

New Adobe Firefly Image Model 5 Adobe's Firefly models include the new, commercially safe Firefly Image Model 5 (public beta) -- its most advanced image generation and editing model yet. Able to generate images in native 4-Mp resolution without upscaling, Firefly's latest model excels at photorealistic details that capture lighting and texture. Image Model 5 generates lifelike portraits of people with anatomic accuracy and achieves major advancements in complex, multi-layered compositions and natural movement.

Firefly Image Model 5 brings image generation and editing together, powering Firefly's new Prompt to Edit tool that empowers creators to describe how they want to edit an image in their own words. Additionally, the new model will power Layered Image Editing (in development) for precise, context-aware compositing that keeps every change perfectly coherent.

New Models from Adobe's Partners Adobe delivers new models from across the industry into Firefly as they're released. Today, Adobe Firefly added new partner models including ElevenLabs Multilingual v2 which excels at generating voiceovers and Topaz Bloom for image upscaling. These join other models from across the industry including Black Forest Labs Flux 1.1, Google's Veo 3.1 and Gemini 2.5 Flash Image (Nano Bana), Ideogram 3.0, Luma AI's Ray3, Moonvalley's Marey, OpenAI's GPT Image, Pika, Runway's Gen-4 and Aleph and more.

New Firefly Custom Models Adobe is also bringing Firefly Custom Models (private beat) to creators, directly in the Firefly app, with early access to the beta through the waitlist. First introduced to Firefly Enterprise customers, Firefly Custom Models empower creators to easily personalize their own AI models to generate entire series of assets with visual consistency in their own, unique style. Personalizing Firefly Custom Models is as simple as dragging and dropping in images that creators have the rights to use. Custom Models are private by default and require authorization by the person who created them for use by others. Custom Models will be available to use in the Firefly app or Firefly Boards.

Pricing & Availability

Firefly's Prompt to Edit capability is generally available to Firefly customers today with Firefly Image Model 5 and partner models from Black Forest Labs, Google and OpenAI. Firefly Image Model 5, Generate Soundtrack and Generate Speech are available in public beta today.

Firefly video editor and Firefly Custom Models are in private beta and will begin rolling out next month; customers can sign up today to join the waitlists for early access. Firefly Creative Production is also in private beta and will begin rolling out to customers who have access to premium generative AI features next month.

Project Moonlight is in private beta and will be available in the coming months; customers can join the waitlist to receive access.

Through Dec. 1, Creative Cloud Pro and Firefly plan subscribers can enjoy unlimited image generations with all Firefly and partner models, plus unlimited video generations with the Firefly Video Model. More on Firefly pricing and plans here.

Photoshop AI Assistant is rolling through a private beta waitlist on Photoshop on the web.

Adobe's Approach to AI

Adobe takes the most creator-friendly approach to AI in the industry. It views AI as a tool for, not a replacement of, human creativity and believes that generative AI can be developed responsibly, starting with respect for creators' rights.

For information on the company's approach to generative AI, visit: https://www.adobe.com/ai/overview/firefly/gen-aiapproach.html

Adobe Introduces New AI Assistant in Adobe Express that Unlocks Creativity for All with Conversational Creation and Editing

• New AI Assistant in Adobe Express unlocks creativity for all by combining conversational creation and editing, contextual understanding of design elements and easy-to-use tools so everyone can move from concept to content in minutes
• Adobe AI Assistant in Express joins new conversational experiences powered by agentic AI in Photoshop, Firefly and third-party apps like ChatGPT, which empower everyone to create using their own words and refine results using Adobe's world-class tools
• Adobe Express will add enterprise-grade features in the coming months to equip organizations with self-service, on-brand, conversational creation to drive productivity gains across the content supply chain

LOS ANGELES -- Today at Adobe MAX, Adobe introduced a new AI Assistant (beta) in Adobe Express, a conversational creation and editing experience that empowers everyone to move from concept to standout content in minutes. The AI Assistant brings contextual and semantic understanding of design elements to deliver recommendations, letting people of every skill and experience level design beyond-the-template content that reflects their personal or brand style design, by simply describing what they want. People can move seamlessly between conversational creation with the AI Assistant and hands-on editing with easy-to-use tools in Adobe Express -- like sliders and color selectors -- to get the exact look they want. The AI Assistant in Express lets people generate edits on any layer of a design, including fonts, images and backgrounds, while keeping the rest of the design intact.

The Express platform that powers AI Assistant also supports integrations across leading chat platforms, providing people with more choices in where and how they create with Adobe Express. Coming soon, AI Assistant capabilities in Adobe Express will be available in ChatGPT. Adobe also introduced the new Dev MCP Server for Adobe Express Add-ons, empowering anyone to build new Adobe Express features and integrations with a conversational interface.

"The new AI Assistant in Adobe Express is built to transform how you create," said Govind Balakrishnan, senior vice president and general manager, Adobe Express. "It works with you, removing obstacles, speeding up processes and providing inspiration, so you create beyond-the-template content that represents your unique brand, business or vision. We are lowering the barriers to creativity, making creating amazing content even more accessible to everyone."

A recent Adobe survey of more than 16,000 creators worldwide [link] found that more than 8 in 10 (81 percent) have used creative generative AI to create content they otherwise could not have made. And more than 70 percent say they're excited about the potential of agentic AI to help to help them further their creativity.

Conversational AI meets industry-leading creative tools

With the new AI Assistant, Adobe Express is redefining content creation by combining generative tools powered by AI models, conversational experiences powered by AI agents and Adobe's leading creative tools to give customers unprecedented creative support, while also providing intuitive editing capabilities whenever they want them. AI Assistant transforms templates into conversational canvases where customers can easily generate images, change backgrounds and text and replace objects -- without having to know which tool or model to use or which steps to take. Unlike other editing tools, the AI Assistant in Express enables customers to iterate on any aspect of their content with generative AI, making changes to individual elements, layers of an asset or across an entire campaign, without destroying the parts they love and having to start over.

AI Assistant can also interpret vague or subjective requests and generate new designs, helpful toolsets and contextual prompts to delight customers and get them to the finish line faster. For example, ask the AI assistant to "Make this more tropical," and it uses creative and content intelligence to replace a mountain-theme with thick foliage, flowers and vines and surfaces the saturation toggle and a color picker with bright greens, juicy oranges and vibrant pinks for manual tuning. The assistant even follows up with a contextual question like, "Would you like to change the font to match your new theme?"

Adobe creative and design intelligence built in

The AI Assistant in Express draws upon Adobe's leading creative technology and content intelligence, which enable it to orchestrate the right models, tools and assets for each job:

• Best AI for the job: The AI Assistant in Express draws on a variety of best-in-class first- and third-party models and agents to perform discrete jobs and complex tasks
• Industry-leading creative tools and assets: Adobe Express includes the best of Adobe's creative tools and millions of professional-quality assets in a simple, drag-and-drop experience that's easy for everyone to use.
• Creative know-how and best practices: Trained by professional creatives, theAI Assistant applies deep aesthetic and creative workflow understanding, from composition, color harmonization and proper font selection to the steps and tools required to orchestrate specific edits and create new components, like turning a static image into a video, making an asset "pop," or changing a campaign theme across multiple higher-quality content.
• Content expertise: AI Assistant also draws from Adobe's extensive content expertise and understands what makes visual assets stand out and drive engagement.

AI Assistant Coming to Express for the Enterprise

Enterprise capabilities coming to the AI Assistant in Express will empower entire workforces to self-serve on-brand content creation and collaboration, with template locking, batch creation and more, extending the control and efficiencies of a connected content supply chain to everyone

Adobe customers who previewed the new capabilities coming to the Adobe Express enterprise solution noted how the AI Assistant will make it easier for employees create better content while staying on brand. Workday said: "With this new functionality, non-designers will be able to create high-quality, professional visuals just by describing what they want. This will make design more accessible and less intimidating, allowing everyone to create with the quality and speed we expect from Adobe."

Other customers commented on the speed and ease with which employees will be able to create on-brand content:

Sakura Martin, Global Head of Brand and Design, dentsu: "We're excited to explore the enterprise capabilities that are in development for Express AI Assistant to make content creation as simple as a conversation. Adobe's approach provides more confidence for employees who don't have design experience, while helping pro designers save time on mundane tasks. And with features like locked templates and an approval process, employees can easily self-serve the content they need and keep it all on brand."

Moria Fredrickson, Vice President Brand & DX, Lumen: "Lumen is a leader in Agentic AI adoption and the agent inside Adobe Express will be a game changer for us. It will allow us to unlock creativity in marketers that are more comfortable with text, giving them the power to develop fully finished, on-brand layouts rapidly without the need for design skills."

Pricing and Availability

At launch, the AI Assistant beta is available on desktop to Adobe Express Premium customers. At GA, the AI Assistant will be available to all Express customers through the Firefly generative credit system, with additional credit packs available for purchase to unlock more generative creation.

Adobe Delivers New AI Assistants, Innovations and Models Across Creative Cloud to Empower Creative Professionals

• Adobe delivers new AI innovations and top AI models across Creative Cloud apps -- including Photoshop, Lightroom, Premiere and Illustrator -- empowering creative professionals to save time, meet the rising demand for creative content and work with greater freedom, control and precision
• New AI Assistant in Photoshop, powered by agentic AI, enables pros to scale their work and free up time for more pursuits by instructing an agent to help on series of repetitive tasks and surfacing personalized recommendations and "how-to" tips while always maintaining creative control
• New AI-powered capabilities in Firefly Boards, including image upscaling and prompt generation, empower creative teams to move even faster from inspiration to concept with collaborative ideation

LOS ANGELES -- Today at Adobe MAX, introduced an array of new AI innovations and models into its flagship Creative Cloud applications, including Photoshop, Lightroom, Premiere and Illustrator to empower creative professionals with more creative freedom, control and pixel-level precision. These innovations -- which include one-click tools for compositing and masking -- and new performance blasts across apps, save professionals time across each stage of their creative process, freeing them up to take on more work and meet the rising global demand for creative content. Adobe introduced new image upscaling and prompt generation in Firefly Boards, its collaborative AI ideation space along with new Firefly Creative Production for bulk editing thousands of images at once.

Adobe showcased the new Photoshop AI Assistant, a conversational interface powered by agentic AI, along with conversational creative agents in Adobe Express and Firefly. Photoshop AI Assistant delivers even more control, power and potential time-savings, enabling creative professionals to chat with an agent directly in Photoshop on the web and instruct it to take on series of creative tasks, provide personalized recommendations and offer tutorials on how to accomplish complex tasks. It's easy to switch between conversations with the agent and manual tools like sliders to adjust brightness and contrast, for more control.

"We're delivering a groundbreaking infusion of AI tools and models into creative professionals' go-to apps, so they can harness the tremendous economic and creative opportunities presented by the rising global demand for creative content," said Deepa Subramaniam, vice president of product marketing, creative professionals at Adobe. "With AI that gives creators more freedom, control, precision -- and time-savings -- Creative Cloud is truly the creative professional's best friend."

Groundbreaking AI Tools & Models Infused Across Creative Cloud Apps

Adobe worked closely with its community to embed AI-powered creation and editing tools throughout its creative apps that equip pros with pixel-level control, precision tooling and time-savings in every stage of their creative journey. Among the new AI capabilities embedded across Creative Cloud apps are:

• Generative Fill with Partner Models in Photoshop: Enhanced results in Generative Fill with new partner AI models -- including Google Gemini 2.5 flash, Black Forest Labs FLUX.1 Kontext and Firefly's Image Models to give creative professionals the ability to make precise, instructional edits to add, remove or modify content with simple prompts, while preserving the coherence and visual harmony of a scene.
• Generative Upscale in Photoshop: Instant resolution enhancements offer a new option to leverage Topaz Labs' AI to upscale small, cropped and other low-resolution images into 4K, with realistic detail. Generative upscale is particularly valuable when working with objects generated with models that don't produce high-resolution images.
• Harmonize in Photoshop: AI-assisted compositing that integrates objects or people into different environments in ways that look realistic -- completing the bulk of the compositing process, freeing up the designer to focus on crafting the final details. Harmonize intelligently matches the light, color and tone of the objects and people while integrating them into the backgrounds of scenes.
• AI Object Mask in Premiere (public beta): Automatic identification and isolation of people and objects in video frames, so they can be edited and tracked without the need for manual rotoscoping. Object Mask makes the process of color grading, blurring and adding special effects to a moving background quicker and easier.
• Rectangle, Ellipse and Pen Masking in Premiere (public beta): Precision tools for isolating specific areas of a video frame, so video professionals can more easily make targeted adjustments, add effects and provide corrections.
• Fast Vector Mask in Premiere (public beta): Redesigned masking tool that allows for faster tracking, bi-directional tracking and 3D perspective tracking.
• Assisted Culling in Lightroom (public beta): Highly customizable tool for quickly and easily identifying the best images in large collections of photos, with the ability to filter for different levels of focus, different angles and various degrees of sharpness.

Adobe is bringing more than 100 new innovations to the latest Creative Cloud release, along with performance blasts and user experience upgrades. Among the most highly requested new features are automated PDF conversion in InDesign, clean multi-artboard workflows and color enhancements in Illustrator.

Industry-Leading AI Models in the Best Creative Tools

Adobe offers creative professionals the choice to use industry-leading AI models for video, audio, imaging and design -- all at one price, directly in Adobe's creative tools without having to leave their workflow. Customers can ideate and create with a choice of Adobe's commercially safe Firefly models, models from its partners across the industry and new, personalized custom models.

New Firefly Image Model 5 Adobe's Firefly models include the new, commercially safe Firefly Image Model 5 (public beta) -- its most advanced image generation and editing model yet. Able to generate images in native 4-Mp resolution without upscaling, Firefly's latest model excels at photorealistic details that capture lighting and texture. Image Model 5 generates lifelike portraits of people with anatomic accuracy and achieves major advancements in complex, multi-layered compositions and natural movement.

Firefly Image Model 5 brings image generation and editing together, powering Firefly's new Prompt to Edit tool that empowers creative professionals to describe how they want to edit an image in their own words. Additionally, the new model will power Layered Image Editing (in development) for precise, context-aware compositing that keeps every change perfectly coherent.

More Models from Across the Industry Adobe delivered new partner models in its Creative Cloud apps, including Topaz Bloom and Topaz Gigapixel models in Photoshop to power Generative Upscale. Adobe also integrated Topaz Bloom and ElevenLabs Multilingual v2, which excels at generating voiceovers, into Firefly. These models join Google's Gemini 2.5 Flash Image (Nano Banana) and Black Forest Labs' FLUX.1 Kontext in Photoshop as options for creators in Photoshop's Generative Fill. Adobe delivers new models from across the industry as they are released into Firefly, which currently includes models from Black Forest Labs, Google, OpenAI, Runway, Black Forest Labs, Luma AI, Moonvalley, Pika and Ideogram.

New Firefly Custom Models

Adobe is also bringing Firefly Custom Models (private beta) to creators, directly in the Firefly app, with early access to the beta through the waitlist. First introduced to Firefly Enterprise customers, Firefly Custom Models empower creators to easily personalize their own AI models to generate entire series of assets with visual consistency in their own, unique style. Personalizing Firefly Custom Models is as simple as dragging and dropping in images that creators have the rights to use. Custom Models are private by default and require authorization by the person who created them for use by others. Custom Models will be available to use in the Firefly app or Firefly Boards. New AI-Powered Ideation Tools in Firefly Boards

In Firefly Boards, Adobe's collaborative, AI-powered ideation surface, creative pros can now move even faster from inspiration to concept with new features that offer greater control and creative flexibility. New Rotate Object capabilities enable creators to convert 2D images into 3D where they can position objects and people in different poses and rotate them to show different perspectives. New PDF exporting and bulk image downloading streamline the process of organizing and collaborating on visual concepts across projects. New updates to Firefly Boards add to a suite of new tools Adobe recently introduced, including Presets for generating images in diverse styles with a single click and Generative Text Edit for instantly changing the text in a photo or other visual asset.

Introducing Firefly Creative Production

Today Adobe is expanding access of Firefly Creative Production (private beta) directly in the Firefly app. Previously available only to Firefly Enterprise customers, Firefly Creative Production is an AI-powered batch editing solution that empowers creative professionals and their teams to edit thousands of images at once -- automatically replacing backgrounds, applying consistent color grading and cropping in an easy-to-use, no-code interface.

Pricing & Availability

Photoshop's Generative Fill with Partner Models, Generative Upscale and Harmonize are all generally available to customers today. Premiere's AI Object Mask, Rectangle, Ellipse and Pen Masking and Fast Vector Mask are all available in beta today, as is Lightroom's new AI Assisted Culling feature.

Firefly's Prompt to Edit capability is generally available to Firefly customers today with Firefly Image Model 5 and partner models from Black Forest Labs, Google and OpenAI.

Firefly Image Model 5 is available in public beta today.

Firefly Custom Models is in private beta and will begin rolling out next month; customers can sign up today to join the waitlist for early access. Firefly Creative Production is in private beta and will begin rolling out to customers who have access to premium generative AI features next month.

Photoshop AI Assistant is available through a private beta waitlist.

Through Dec. 1, Creative Cloud Pro and Firefly plan subscribers can enjoy unlimited image generations with all Firefly and partner models, plus unlimited video generations with the Firefly Video Model. More on Firefly pricing and plans here.

Adobe and YouTube Partner to Transform YouTube Shorts Creation with Adobe Premiere Mobile

• Adobe and YouTube empower millions of creators to make captivating videos and grow their audiences by combining Adobe Premiere's best-in-class video editing tools with the global stage of YouTube Shorts
• With powerful new capabilities for YouTube Shorts content creation, the free Premiere mobile app brings creators polished video editing with studio-quality audio, AI sound effects, precision multi-track editing, Firefly AI content generation and more
• Creators will be able to access Premiere mobile's pro-level video editing tools from YouTube Shorts where they can remix content with eye-catching effects, titles, transitions and templates

LOS ANGELES -- Today at Adobe MAX, Adobe and YouTube announced a partnership designed to empower millions of creators around the globe to create amazing content and help grow their audiences. The partnership brings together Adobe Premiere's industryleading video editing tools with the massive reach of YouTube Shorts in a new content creation space, Create for YouTube Shorts, coming soon to the Premiere mobile app. This new, dedicated place to create and instantly publish to YouTube Shorts in Premiere mobile will bring Adobe's best-in-class video editing tools directly to millions of YouTube creators. Creators will be able to save and create templates or create their own to share on YouTube Shorts to inspire others and spark new trends.

The new content creation space for YouTube Shorts in Premiere mobile delivers everything creators need to easily produce viral videos, grow their audience and tap into trends. Creators will have access to Adobe's powerful video editing tools including exclusive effects, transitions, templates and more, designed for creating eye-catching YouTube Shorts. From day-in-the-life vlogs to travel videos, behind-the-scenes content and everything in between, creators will be able to make and share amazing content anytime, anywhere.

YouTube's Scott Silver joined Adobe's Ely Greenfield on stage at MAX to share news of their new partnership to the global creative community.

"We're excited to partner with YouTube to give creators the power to produce, share and grow on the world's biggest stage, YouTube," said Ely Greenfield, chief technology officer and senior vice president, digital media at Adobe. "YouTube Shorts has become the ultimate launchpad for creators and bringing Adobe Premiere mobile's pro-grade video editing tools to millions of YouTube creators helps them make standout content and reach new audiences."

"Our goal at YouTube is to give everyone the tools they need to share their stories and connect with their audiences," said Scott Silver, vice president of Engineering at YouTube. "This partnership with Adobe to integrate YouTube Shorts into Premiere mobile will give creators even more choice and access to more editing features to produce content, unlocking new ways for them to connect with their viewers and reach new audiences globally."

Empowering Creators with The Tools They Want to Make Engaging Shorts

The Create for YouTube content creation space in Premiere mobile will be available directly from YouTube by tapping on the "Edit in Adobe Premiere" icon in YouTube Shorts.

The dedicated content creation space will bring creators powerful capabilities: � Access exclusive effects, transitions and title presets to make every video pop and stand out � Explore and use ready-to-use templates with professional transitions and effects for polished content � Customize and share customized templates to inspire others and spark new YouTube trends � Share finished videos to YouTube Shorts in one tap

In addition, creators will have the full power of Premiere mobile at their fingertips, including pro-level editing tools, studio-quality audio with Generative Sound Effects, Firefly-powered AI features to generate unique assets and more. Adobe introduced Premiere mobile in September, bringing its best-in-class video editing technology to a new generation of creators.

The Create for YouTube content creation space in Premiere mobile is coming soon.

Our View on Agentic AI: AI Assistants That Work For You, In Your Favorite Apps

By Ely Greenfield, Chief Technology Officer

One of the biggest shifts we're seeing today is the rise of conversational interfaces -- where you describe what you want to achieve in your own words and see AI bring it to life. We believe this approach could soon become a powerful force multiplier for creativity.

Generative AI is also opening people's minds to what's possible, helping them explore ideas, generate images, make quick edits and accelerate individual tasks. But creating content isn't just about producing something beautiful -- it means managing the entire content cycle: spotting trends, scripting, editing, collaborating, publishing, analyzing results and doing it all over again.

That's where the conversational interfaces we're building in our creative apps come in. They go beyond generating a single image or edit -- they connect the entire creative process, understanding your goals, carrying context from task to task and helping you move from idea to final output faster while keeping you firmly in control.

Conversational Interfaces Built for How You Create

At Adobe, we're designing agentic interfaces that work where creativity happens -- inside Adobe apps you already use, grounded in decades of experience understanding how people create. Our approach blends the ease of your own words with the precision of direct, hands-on control, so you can move effortlessly between conversation and craft.

These aren't the chatbots of the past offering generic suggestions. Our assistants carry context across tasks, understand your creative intent, anticipate your needs and learn from what you choose to share -- adapting to your style and getting better over time. They act like capable teammates -- taking on the work that distracts you from your craft, so you can accomplish more while staying firmly in creative control.

Through conversational interfaces inside our creative apps, you can chat with AI assistants to help with timeconsuming tasks like organizing a content library, applying presets in bulk or publishing assets. You decide when and how to work with them. You can engage naturally through conversation, then seamlessly transition into handson editing when precision matters. The experience is hybrid by design -- seamlessly combining natural conversation with precise control.

Bringing Conversational Agents to Life

Earlier this year, we previewed the first step toward this future and extended the power of AI assistants in Acrobat Studio and PDF Spaces, where assistants help you summarize complex documents, uncover insights and validate responses with citations.

At MAX, we're taking the next step -- integrating conversational interfaces powered by agentic AI deeply into the creative apps you use every day to create stunning content.

• AI Assistant in Adobe Express (launching in public beta today) empowers people of every skill level to create polished, beyond-the-template content that reflects their unique brand or style -- simply by describing what they want. Unlike other editing tools, the AI Assistant lets users iterate on any aspect of their content, making changes to individual elements or layers of an assets without losing the parts they love or starting over. (Link to Express press release)
• AI Assistant in Adobe Photoshop (private beta in Photoshop web) lets creative professionals chat directly with the AI Assistant inside Photoshop to take on a series of creative tasks, provide personalized recommendations and guide them through complex workflows. It's seamless to switch between conversations with the agent and manual tools for precise, hands-on control. (Link to Creative Cloud press release)

But that's not all. We believe the real magic happens when these assistants work together seamlessly across your apps -- and that's what we're building with Project Moonlight for Adobe Firefly.

Project Moonlight is your personal orchestration assistant capable of coordinating across multiple Adobe apps and beyond. While each AI Assistant in our apps is an expert in its own domain -- Photoshop for image editing, Premiere for video, Lightroom for photography -- Project Moonlight operates like a conductor of an orchestra, bringing them all together in harmony. Just tell Project Moonlight what you need and it unites our AI Assistants as one creative team to help you bring your vision to life. With Project Moonlight, you benefit from:

• Context-aware creative intelligence: Project Moonlight connects to your Creative Cloud libraries and social accounts to understand your style, projects and assets -- surfacing personalized ideas and content that feel authentically you.
• Conversational creation: Turn conversations with your agent into creative content. As you exchange ideas with your agent, it generates images, videos and social posts aligned to your direction -- taking you effortlessly from idea to execution.
• Data-driven growth and strategy: Link your social channels to let your agent analyze performance, identify trends and craft content strategies that grow your audience and strengthen your creative brand.

At MAX, we're introducing Project Moonlight in private beta, focused on ideation and creation -- the earliest stages of the creative process, where creators say they're most excited to collaborate with agentic AI.

This is just the start, with much more coming soon as we expand capabilities across Adobe's creative ecosystem. We're inviting creators to join the beta and help shape Project Moonlight together -- your feedback will play a key role in defining its future. Sign up for the waitlist today.

Looking Beyond Adobe's Apps

We also know creativity doesn't happen in one place -- your work takes you across multiple surfaces. That's why we're also working on bringing conversational experiences to popular third-party apps, including OpenAI's ChatGPT, so you can access our creative capabilities wherever you work.

Imagine connecting to your Adobe Express account in ChatGPT to design eye-catching content -- like a flyer for an event -- customize it and add personal touches, all through natural language. Once your design is nearly final, you can seamlessly jump into the Adobe Express app for further refinement and schedule your post across your social channels. It's a preview of how we're making sophisticated creative workflows more intuitive and accessible across every surface.

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