The Californian firm held Adobe Max 2024 in Miami and promoted it as “the biggest creative event on the planet”. The software company with AI as the main protagonist promised “to put more power and options in the hands of creators, teams and marketers.”

Adobe has been incorporating artificial intelligence throughout its application offering for some time, most notably with the launch of Adobe Firefly, its new generative AI platform that lets you create and edit images, illustrations and videos directly from Adobe Creative Suite applications.

That’s why it probably won’t surprise anyone Most of the novelties of this MAX are related to artificial intelligencewhether generating videos and images using the aforementioned Firefly, a distraction removal tool built into Photoshop, or collaborating using its new Frame.io.

Adobe Max 2024, major new features

A highlight of the event was the beta availability of the first set of Premiere Pro video editing workflows powered by Firefly and video of the new Firefly model (beta) along with improvements and updates to app performance and user experience. The new model allows users to generate B-roll video sequences and fill in gaps in their timelines using text prompts, similar to OpenAI’s Sora (which has yet to be released).

Users can create video clips based on written descriptions, as well as convert static images or illustrations into dynamic video clips. The video model will also be available in Adobe Premiere Proallowing editors to zoom in on existing clips, smooth transitions or hold shots longer for better timing during editing.

There are also feature enhancements to Adobe’s creative apps, such as photoshop. Photoshop introduces new innovations for graphic design and image creation, including automatic image de-cluttering, an all-new generative workspace (beta), and powerful 3D workflows. Features powered by the latest Firefly Image 3 such as Generative Fill, Generative Zoom, Generate Similar and Generate Photoshop Background are also generally available.

Likewise, another of the key applications of the Creative suite, the vector graphics editor Illustratorit also received new AI features that promise to boost core design workflows like path objects, improved image tracking, and generative shape fill (beta) that uses the Firefly vector model.

Adobe also introduced a new version Frame.io V4. The updated version adds support for Canon, Nikon, and Leica cameras so multiple users can transfer and collaborate on media. The new version allows you to tag, organize and track media assets more efficiently and with support for custom metadata fields.