Adobe MAX 2023: Adobe unveils the Future of Creativity and AI


Adobe MAX 2023 is ushering in a new era of Creativity for All

Adobe kicked off global creativity conference, Adobe MAX 2023, which is broadcasting live for three days from Los Angeles to creators and marketers across the globe.

With major product releases, inspiring speakers and community inspiration and engagement at the centre of the event, this year’s MAX is ushering in a new era of Creativity for All.

Building on the momentum of Firefly’s general availability and the launch of Adobe GenStudio, the company will showcase AI innovations that are redefining creative workflows and enterprise content supply chains. At MAX, the company will also host a meeting with financial analysts and investors.


Adobe unveiled three new Firefly models – Adobe Firefly Image 2 Model, Adobe Firefly Vector Model and Adobe Firefly Design Model – models that are designed to generate content safe for commercial use. Adobe released over 100 major new AI features and updates across Creative Cloud flagship applications, including Adobe Illustrator, Adobe Photoshop, Adobe Lightroom, Adobe Premiere Pro, Adobe After Effects and Adobe Stock.

Adobe Express now delivers even more AI capabilities with the addition of Generative FillText to Template and Translate making the all-in-one creativity app even faster and more fun for users of all skill levels. For students, the new Drawing and Painting features are a game-changer in bringing their ideas to life.

To enable enterprises to keep up with the rising demand of real-time content creation and activation, the company showcased Adobe GenStudio. Adobe GenStudio is a new solution that brings the best of content ideation, creation, production and activation together with customised Firefly generative AI at the core to revolutionise the enterprise content supply chain.



The company’s new end-to-end solution integrates Creative Cloud, Firefly, Express,, Analytics, AEM Assets and Workfront to enable on-brand content creation at the speed of imagination.

David Wadhwani, president, Digital Media Business at Adobe, said: “Since the release of our first Firefly image model in March, we’ve been taken aback by the amazing response from the community, who has demonstrated how useful Firefly is to enhancing experimentation and design and speeding up workflows, without compromising creative control.”

“With over 3 billion image generations to date, including more than a billion in the last month alone, the early adoption of Firefly demonstrates the unique power of bringing foundation models into the workflows customers know and love.” 


Adobe is developing high-quality Foundation Models across media types. the company announced Firefly Image 2 Model, Adobe Firefly Vector Model, and Adobe Firefly Design Model, as the next major releases in its family of creative generative AI models. Firefly Image 2 is the next generation imaging model that brings a new level of creative control and quality to users. Firefly Image 2 generates higher-quality imagery, renders humans more accurately and enhances text alignment to deliver even better outcomes for creators.

Firefly Vector Model is the world’s first generative AI model focused on producing vector graphics, bringing Adobe’s vector graphic and generative AI expertise directly into Adobe Illustrator workflows with Text to Vector Graphic – used to create logos, website graphics, product packaging, icons and more. The new Firefly Design Model powers the instant generation of amazing quality template designs such as flyers, posters, invites and more directly within Express with the new Text to Template capability.


Content Credentials – which serve as a digital “nutrition label” to AI-generated assets – are automatically attached to Firefly outputs and can show information like the creator’s name, date, edits made and tools used. At MAX, Publicis Groupe will preview its vision for deploying Content Credentials at enterprise scale for the advertising and creative industry to restore trust online with major brands. 

Creative Cloud Innovations

Building on the success of Generative Fill in Photoshop, which has seen a 10X adoption rate compared to past releases, Adobe introduced new Firefly-powered workflows in Illustrator with Text to Vector Graphic and in Adobe Express with Generative Fill and Text to Template capabilities. Additional innovations across Creative Cloud include new tools in Illustrator including Mockup and Retype and updates to Share for Review, along with the all-new Illustrator on the web. AI-powered advancements to Lightroom include Lens Blur, HDR Optimisation, Point Color as well as a new streamlined editing experience in Lightroom mobile.

The company also announced the general availability of Photoshop on the web with Firefly-powered Generative Fill and Generative Expand, now available on Google Chromebook Plus devices. Additionally, the company released new AI-powered Text-Based Editing and motion improvements in Premiere Pro and After Effects, seamless publishing of video content to TikTok, YouTube and Facebook from Express and Premiere Pro plus dozens of other new innovations across Creative Cloud apps.

See also: Adobe and Havas expand partnership to innovate content supply chain

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