Adobe MAX 2024, the premier event for creatives, has once again set the stage for groundbreaking innovation. Held from October 14โ16 in Miami Beach and virtually, Adobe announced a slew of exciting updates to its Creative Cloud suite, headlined by the integration of AI-powered tools across its major applications. This yearโs conference showcased over 100 new features designed to enhance productivity and creativity for designers, photographers, videographers, and content creators.
AI-Powered Creativity Takes Center Stage
With AI continuing to reshape the creative landscape, Adobeโs latest advancements aim to supercharge the creative process. The company introduced several AI tools that promise to simplify workflows and open new possibilities for creators. The focus was clearโautomation and precision, allowing creatives to spend more time bringing their ideas to life.
Photoshop: Enhanced Generative Capabilities
Adobe Photoshop has seen a major upgrade with the latest Distraction Removal tool, now capable of automatically detecting and removing unwanted elements like people or power lines from your photos. This update, paired with the Generative Fill and Generative Expand features powered by Adobe Firefly AI, gives users more control over generating lifelike images with detailed lighting, composition, and color adjustments. Additionally, a new “Generate Similar” feature allows users to create multiple variations of an image, providing more options for refining the final look.
Photoshop (Beta) is also pushing the boundaries of creativity with the Generative Workspace, which allows users to simultaneously generate and explore multiple ideas using text prompts. The integration of Substance 3D Viewer (Beta) further enhances creative workflows, enabling users to incorporate 3D elements directly into their designs with ease.
Premiere Pro: Generative Extend for Seamless Edits
Adobe Premiere Pro introduced Generative Extend, a tool designed to add frames to video clips using AI, making transitions and timing adjustments more seamless. Whether itโs adding frames to perfect a beat or extend a scene, this feature uses Adobe Firefly generative AI to create smooth, visually cohesive edits.
Illustrator: Smoother Vector Workflows
In Adobe Illustrator, new features like Objects on Path streamline the process of arranging and moving objects along a path, offering greater flexibility for design layouts. Enhanced Image Trace improves the conversion of hand-drawn sketches into editable vectors with fewer anchor points, boosting precision and editability. The Mockup feature has now been fully integrated, allowing designers to easily place their artwork on real-life objects, adjusting automatically for curves and shapes.
InDesign: New AI and Math Tools
Adobe InDesign has also embraced AI, with Generative Expand and Text to Image allowing designers to create and edit images directly within their layout designs. For those working on scientific and technical publications, the new MathML feature provides better visual quality and accessibility for mathematical equations, and documents can now be exported to Adobe Express for collaboration and edits.
Lightroom: AI-Powered Image Editing
Generative Remove in Lightroom makes it easier than ever to remove unwanted objects, with improved selection and object detection. New Quick Actions suggest photo-specific edits, speeding up workflow, while Content Credentials allow users to attach their name and social media handles to photos with digital signatures. Additional updates include enhanced HDR support and Smart Albums for better organization.
Introducing Project Neo: 3D Content Creation in 2D Apps
Project Neo, now in beta, offers a web-based platform for designers working in 2D to create and edit 3D shapes directly in their browsers. With familiar tools and interface elements, designers can non-destructively experiment with 3D models and import them into Illustrator as editable vectors, enabling easy integration into 2D designs.
Frame.io Version 4: Streamlined Creative Collaboration
Adobe also unveiled Frame.io Version 4, the latest iteration of their collaboration platform. Frame.io simplifies creative workflows by offering tools for file transfer, review cycles, and secure sharing. Integrated directly into Premiere Pro and After Effects, it allows teams to manage their entire creative process in one place.
Firefly Video Model: AI-Generated Video Clips
Building on its success with AI models, Adobe introduced the Firefly Video Model, allowing users to generate video clips from text prompts via the Firefly web application. This tool promises to revolutionize how video creators produce content by filling gaps in footage or adding new elements to shots, all through simple text commands.
Adobe Express: Fast and Easy Design Solutions
New enhancements to Adobe Express were also highlighted at MAX 2024. These include tools for campaign creation, AI-powered text rewriting, and multi-element animation. With 1-Click Brand Setup, teams can ensure all their content is on-brand, while enhanced collaboration features allow for easy design sharing and editing across Adobe applications.
Adobe’s Push to enable Creators with AI
Adobe MAX 2024 is another year showcasing the direction Adobe is heading, pushing creatives into leveraging AI to make design work faster and more efficient. From generating entire video clips with a text prompt to making intricate design changes with a click, Adobeโs new tools are set to redefine the creative workflow for professionals across industries.
Adobeโs investment in generative AI is polarizing. While it gives creative professionals tools they can use to meet the evolving demands of modern media, it does put into question where the “creator” stops and where “generative AI” begins in the creative process.
