Adobe Max 2024 — Adobe’s annual “creativity” conference in Miami, Florida — officially kicks off today. To mark the occasion, Adobe has launched more than 100 new Adobe Express and Creative Cloud features, mostly driven by AI.
What did Adobe announce at Adobe Max 2024?
The main highlight of the Adobe Max announcements was the introduction of Adobe’s beta Firefly AI Video Model.
The video model can now generate videos from text and image prompts, much like OpenAI’s Sora tool, which creators have expressed concerns over. The video model can also extend video clips and help “smooth out transitions.” According to Adobe, its AI models are all trained on legally licensed content that the company got permission to use.
Adobe also announced that the existing Firefly Image Model now generates images four times faster.
In addition, Adobe revealed that the Adobe Firefly Vector Model, which generates graphic designs via text prompts, has enhanced “creative control” for creators using Illustrator. However, it’s unclear exactly what that means.
While Adobe Firefly was the highlight of this launch, the brand also shared numerous smaller updates to Photoshop, Illustrator, Frame i.o, Adobe Express, GenStudio, and Creative Tools.
“We’re giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision, and creative control in their hands,” David Wadhwani, president of digital media at Adobe, said in a statement.
“With the demand for content projected to grow as much as ten-fold, we’re empowering creators to scale the use of their content across marketing, HR, and sales teams.”
