Los Angeles, CA—Adobe kicked off its largest creativity conference, Adobe MAX 2023. Moreover, the conference is broadcasting live for three days from Los Angeles to creators across the globe. Virtual event attendees can livestream keynotes at max.adobe.com starting at 10 a.m. PT. To catch Adobe’s latest prototypes in Adobe Sneaks, tune in live at max.adobe.com on October 11.
Running from October 10–12, 2023, the three-day conference features creative luminaries, musical performances as well as global, collaborative art projects and all-day networking. Speakers such as actor Adam Devine; record producer, songwriter and entrepreneur Oak Felder; creative director Karen X Cheng; DDC founder Aaron Draplin; as well as cofounder/creative director Walker Noble will entertain audiences with their stories and insights into their creative processes.
At the center of the event are major product releases, speakers, as well as community engagement. Adobe MAX also showcases how Adobe is using Firefly with Creative Cloud, Express and Experience Cloud to power a world-class event experience. 
“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, Adobe is showcasing AI innovations that are redefining creative workflows and enterprise content supply chains,” the company announced.
“Since the release of our first Firefly image model in March, we’ve been taken aback by the amazing response from the community. It has demonstrated how useful Firefly is to enhancing experimentation and design as well as speeding up workflows, without compromising creative control,” said David Wadhwani, president, Digital Media Business, Adobe. “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 MAX 2023 Overview
To begin, Adobe unveiled three new Firefly models: Adobe Firefly Image 2; Adobe Firefly Vector; and Adobe Firefly Design. They were all developed to generate content safe for commercial use.
Furthermore, Adobe released 100+ major new AI features and updates across Creative Cloud flagship applications. These applications include Adobe Illustrator, Adobe Photoshop, Adobe Lightroom, Adobe Premiere Pro, Adobe After Effects and Adobe Stock.
For instance, Adobe Express now delivers more AI capabilities. The company has integrated Generative Fill, Text to Template and Translate into the app. Consequently, the all-in-one creativity app is faster a nd easier to use for those of all skill levels. Additionally, for students, Adobe says the new Drawing and Painting features are game changing in bringing ideas to life.
In addition, to enable enterprises to keep up with the rising demand of real-time content creation and activation, Adobe is showcasing Adobe GenStudio. This new solution brings the best of content ideation, creation, production as well as activation together with customized Firefly generative AI. Adobe’s new end-to-end solution also integrates Creative Cloud, Firefly, Express, Frame.io, Analytics, AEM Assets and Workfront to enable on-brand content creation.
Firefly
Adobe is developing high-quality Foundation models across media types. The company introduced the Firefly Image 2 model, Adobe Firefly Vector model and Adobe Firefly Design model. They are the next major releases in its family of creative generative AI models.
Firefly Image 2 is the next-generation imaging model seeking to bring a new level of creative control and quality to users. It generates higher-quality imagery, renders humans more accurately as well as enhances text alignment to deliver better outcomes for creators. 
Additionally, the Firefly Vector model is the first generative AI model focused on producing vector graphics. As such, it brings Adobe’s vector graphic and generative AI expertise into Adobe Illustrator workflows with Text to Vector Graphic. With it, users can create logos, website graphics, product packaging, icons and more.
Moreover, the new Firefly Design model powers the instant generation of template designs, such as flyers, posters and invites, directly within Express with the new Text to Template capability.
Content Credentials
Furthermore, at MAX, Publicis Groupe is previewing its vision for deploying Content Credentials at enterprise scale for the advertising and creative industry to restore trust online with major brands. Serving as a digital “nutrition label,” Content Credentials are automatically attached to AI-generated assets and Firefly outputs. They can show information like the creator’s name, date, the edits made and tools used.
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 Firefly-powered workflows in Illustrator with Text to Vector Graphic. Adobe also integrated them into Adobe Express via Generative Fill and Text to Template capabilities.
Additional innovations across Creative Cloud include new tools in Illustrator. They include Mockup and Retype as well as updates to Share for Review, along with the new Illustrator on the web. Furthermore, AI-powered advancements to Lightroom comprise Lens Blur, HDR Optimization, Point Color and a new streamlined editing experience in Lightroom mobile.
Adobe also announced the general availability of Photoshop on the web. Additionally, the company released new AI-powered Text-Based Editing and motion improvements in Premiere Pro and After Effects; direct publishing of video content to TikTok, YouTube and Facebook from Express and Premiere Pro; plus other new functions across Creative Cloud apps.
Adobe Photoshop
Firefly-powered Generative Fill in Photoshop has seen a 10x adoption rate compared to past releases. Users have generated more than three billion images with Firefly’s initial model since its beta launch in March.
The general availability of Photoshop on the web with Firefly-powered tech now brings Photoshop to web browsers. Now available to all Photoshop subscribers as part of their subscription, Photoshop on the web along with Firefly-powered Generative Fill and Generative Expand are available on Google Chromebook Plus devices.
Adobe Lightroom
New AI-powered functions make workflows more seamless and editing more intuitive on any device. This includes Lens Blur, which makes it easier to add an aesthetic blur effect to any part of a photograph without requiring an expensive camera lens.
Additionally, the new mobile-optimized editing experience streamlines the Lightroom mobile toolbar to prioritize the popular features. It also makes it faster to edit photos on your phone.
Also new across the Lightroom ecosystem is HDR Optimization. It enables anyone capturing photos to edit and export their photos with brighter highlights, deeper shadows and more vivid colors. Adobe additionally integrated Point Color into Lightroom. It will help photographers make more accurate and detailed color refinements. And Lightroom now gives users Content Credentials support for new file types to continue Adobe’s commitment to transparency across digital content.
Adobe Express Innovations
What’s more, Adobe Express users can now use Generative Fill powered by Firefly to insert, remove or replace objects and people in any image using just a description. The new Text to Template generative AI capabilities, built on the new Firefly Design Model, makes getting started easier. It enables users to generate editable templates using a text description. And Translate spares users time localizing content with the choice of 45 languages.
Moreover, the new Drawing and Painting capabilities add 50+ multicolor paint and decorative brushes. They mimic charcoal, pencil as well as watercolor textures. Plus, student-friendly drawing templates, available in the Express for Education app, aids in quickly designing effects like flowers, hearts, etc.
Adobe Premiere Pro, Adobe After Effects & Frame.io
Premiere Pro users can now publish videos directly to Facebook, YouTube and TikTok. Premiere Pro also includes new templates to set up projects for publishing in the most popular sizes and layouts for social media. Consequently, users can create, edit and publish videos directly to social media platforms. They can create posts, add captions, hashtags as well as keywords, and upload them directly from Premiere Pro without compromising ranking.
Further, AI-powered Text-Based Editing improvements in Premiere Pro and Roto brush in After Effects are now generally available. In addition, Share for Review debuted with Frame.io in Adobe’s digital video and audio tools. Premiere Pro’s “Share” button will now intuitively introduce Premiere users to Frame.io with the click of a button for faster content sharing and collaboration.
Additional enhancements include a massive 5x timeline performance advancement in Premiere Pro for faster, smoother editing; new color preferences; and improved tone mapping to make it easier to get the right color.
Adobe Stock
New Firefly-powered workflows will streamline the image-editing process to create images in a few clicks. They include Text to Image to transform concepts into visuals with simple text prompts. And Expand Image extends image backgrounds and aspect ratios in a few clicks. 
Adobe Stock also builds on its marketplace with video templates. A new video template collection brings together Adobe Premiere Pro, After Effects and Motion Graphics templates. Further, more than 355 million royalty-free assets are now available in the Stock collection. They comprise photos, videos, music tracks, illustrations, vectors, video and graphics templates as well as 3D assets.
Adobe GenStudio & Adobe Experience Manager
Finally, Adobe is showcasing Adobe GenStudio. This new end-to-end solution brings together applications across Creative Cloud, Express and Experience Cloud, with Firefly generative AI at the core. Consequently, it will help brands meet the demand for content.
Adobe also unveiled the customization of Firefly models and new APIs. They help ensure enterprise content is on-brand and scalable across marketing and creative workflows.
