Adobe launches AI assistants & creative tools across platforms
Adobe has announced a suite of AI-powered features and integrations across its creative platforms, seeking to broaden the possibilities for creators in content production, design, and delivery.
The new developments span Adobe Firefly, Creative Cloud, Express and GenStudio, introducing enhancements that impact ideation, creation, production, and content management. Key to the announcement is the deployment of conversational AI assistants and the integration of industry-leading AI models from Adobe and external partners into its tools.
AI assistants and agentic experiences
Adobe is rolling out AI assistants within key applications, including Adobe Express, Firefly and Photoshop. These assistants are designed to allow users to initiate projects and make creative adjustments simply by describing their objectives or desired results in natural language. The technology leverages agentic AI to provide an interactive, conversational experience, streamlining tasks from concept to content refinement using Adobe's software capabilities.
Adobe has also previewed creative agents in third-party applications as part of the initiative to support content creation for users with varying levels of technical expertise.
"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, Adobe. "Our AI at Adobe is made to create and built for the creators who paint the world with their imagination."
Industry AI model integrations
At the core of the upgraded offerings is the integration of external and proprietary AI models across Adobe's creative platforms. Creators now have the option to use models from OpenAI, Google, Black Forest Labs, Luma AI, Runway, Moonvalley and newly announced partners ElevenLabs and Topaz Labs. These are available alongside Adobe's own Firefly models, such as the Firefly Image Model 5, which enters public beta with 4MP resolution, enhanced photorealism and prompt-based editing features.
Additionally, Firefly Custom Models, now in private beta, enable users to personalise generative AI by inputting reference images, illustrations, sketches and other assets they hold rights to, adapting output to their unique style.
Firefly as an all-in-one creative studio
Adobe Firefly's expanded toolset now offers studio-quality generative audio and video features, supporting end-to-end production. The platform also features collaborative spaces-labelled Firefly Boards-for group ideation and tools for instant publishing to multiple channels.
Among the updates, new tools have been introduced in public and private beta phases, such as Generate Soundtrack for original music composition tailored for specific videos, Generate Speech for high-clarity voiceovers, and a timeline-based AI video editor. Firefly Creative Production, in private beta, enables large-scale image editing for individuals and teams, providing bulk background replacement, colour grading, and cropping in a no-code interface.
Enhanced Creative Cloud applications
Updates to Creative Cloud apps are aimed at increasing productivity and fine-tuning creative control. New AI-driven features in Photoshop include Generative Fill (with model selection from industry partners), Generative Upscale using Topaz Labs technology, and Harmonize for compositing. In Adobe Premiere, AI Object Mask aids in identifying and isolating elements within video frames, while in Lightroom, Assisted Culling provides a tool for photographers to quickly highlight optimal images from large batches. These releases are accompanied by performance upgrades across Photoshop, Lightroom, Illustrator and Premiere.
Enterprise content management
For marketing and enterprise teams, Adobe has added capabilities to GenStudio, its content supply chain solution. The platform seeks to address pressures facing teams where content demand surpasses available resources. Updates include new generative AI features and integrations, allowing marketing professionals to streamline production and distribution using connections to Amazon Ads, Innovid, Google Marketing Platform, LinkedIn, and TikTok.
Another announcement is Adobe Firefly Foundry, which gives companies the opportunity to collaborate directly with Adobe to develop proprietary generative AI models tailored to their brand's needs. These models-built on Adobe's commercial Firefly models using an enterprise's internally owned IP-support content production at scale for images, video, audio, vectors and 3D assets.
Adobe's approach to AI
Adobe reiterated its philosophy towards AI, positioning it as a complement to human creativity and emphasising respect for creators' rights.
The company continues to position its creative platforms as adaptable for professionals, marketers, and social media creators, providing users across disciplines with new ways to ideate, generate and share original content using both Adobe's and third-party AI technologies.
