Photoshop, Premiere Pro… Adobe announces a MAX of new features boosted by AI

© Adobe

As every year, Adobe held its annual Adobe MAX conference on October 14. On this occasion, the company that publishes the Photoshop, Indesign and Premiere Pro creative software announced new features for Creative Cloud and Adobe Express.

Among the most notable announcements, we note the advanced integration of Firefly generative AI tools into Adobe's flagship applications, as well as the launch of GenStudio for Performance Marketing, a solution designed to optimize the content production chain for companies.

Generative AI at the service of creativity

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One of the key announcements at the event was the expansion of the Firefly family of generative AI models to video. The new Firefly Video model, currently in beta, lets you create videos from text or images, extend clips, and smooth transitions. This innovation integrates tightly with Adobe’s Premiere Pro video editing tool, giving creators new ways to produce video content more efficiently and creatively.

Photoshop is not far behind. The software is getting several new AI-powered features, such as “Clear Elements”, which makes it easy to remove visual distractions from an image, and the Generative Workspace, which helps designers imagine and test multiple concepts simultaneously.

On the Illustrator side, Adobe has introduced features like “Curve Objects” and “Generative Shape Fill,” which promise to speed up and simplify the creative process for designers. These tools, powered by Firefly, include quickly adding detailed vectors to shapes to create unique designs.

Collaborate and produce content at scale

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Adobe also placed emphasis on collaboration with the launch of Frame.io V4.This new version of the collaboration platform extends its capabilities beyond video post-production, now integrating workflows for photo, audio and design. The goal is to facilitate collaboration between creative teams and their partners, regardless of the type of content produced.

Adobe took advantage of the event to unveil GenStudio for Performance Marketing, a solution integrated into Adobe GenStudio, which aims to optimize the entire marketing content creation process, from planning to measurement, including creation, management and activation. GenStudio for Performance Marketing enables brands to create content at scale for various channels (social networks, emails, display ads) while maintaining the consistency of their brand image.

Adobe announced strong partnerships with major digital marketing players such as Google Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok. These collaborations will allow brands to instantly activate their campaigns on various platforms and adjust their strategies in real time thanks to direct performance analyses.

Commitment to responsible AI and training

© Adobe

Beyond technical innovations, Adobe reaffirmed its commitment to responsible AI. The company emphasized that its Firefly generative AI models are designed for use in a commercial setting. These AIs were trained on licensed content such as Adobe Stock and public domain content. Additionally, Adobe continues to promote the use of Content Credentials, “Provenance Labels&#8221 digital that indicates how the content was created and whether AI was used.

Finally, Adobe announced a global initiative to help 30 million learners and teachersto gain skills in AI, content creation and digital marketing using Adobe Express. This initiative, supported by a commitment of more than $100 million this year, demonstrates Adobe's commitment to democratizing access to creative tools and preparing the next generation for the challenges of the digital world.

• Adobe unveiled more than 100 new features for Creative Cloud and Adobe Express at Adobe MAX 2024
• Generative AI was at the center of everything, including the launch of GenStudio for Performance Marketing, a tool aimed at making the job easier for marketers
• Adobe took the opportunity to reiterate its commitment to of an ethical AI

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