Adobe’s AI-Powered Future

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If you’re a creator, AI isn’t something to fear — but something to embrace. That’s the case Adobe made at this week’s MAX conference in Miami, where we’re reporting on the dozens of new AI-powered features coming to the software company’s creativity-focused apps.

Its new tools let artists use AI as a helpful assistant — without taking their place altogether. Here’s a look at the biggest AI announcements we saw at MAX.

A new Firefly video model:

• Generate clips via text prompts — or extend shots you’ve taken yourself (i.e. turn a five-second clip into a 10-second one)

• Firefly was trained only on licensed content, making it the first-ever “commercially safe” video model

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GenAI comes to Photoshop, Premiere, and other apps:

• Fill any shape with an AI-generated image or pattern that matches the style and color palette of your work

• Use AI to detect objects and change their background — or remove them from the scene; this is something that takes hours to do manually

• For example, with just one click, you can make a character in a video appear in black and white while the background remains in color

What else?

• Project Concept: A mood board that lets you combine elements from different images to generate new ones

• GenStudio: Use AI to create ad campaigns, generate alternative ads, and track their performance

• Project Neo: Create 3-D images and change their lighting source in real-time