Adobe (NASDAQ:ADBE) on Tuesday announced a broad expansion of artificial intelligence features across its creative applications at Adobe MAX 2025, introducing new AI assistants and models aimed at transforming the creative process for professionals and enterprises.
The Photoshop-maker, launched AI assistants across Adobe Express, Firefly and Photoshop, describing them as conversational, agentic tools that let users create content using natural language and refine results with Adobe’s design applications. Adobe also previewed creative agents that will be available in third-party chatbot platforms.
The company said creators can now access a range of AI models across its ecosystem, including the Firefly Image Model 5, Firefly Custom Model and Firefly Foundry models. It also integrated models from partners such as Google, OpenAI, Runway, Black Forest Labs, Luma AI, ElevenLabs, Topaz Labs into Firefly, Creative Cloud, Express and GenStudio. The company will also host an investor Q&A session on October 28, which will be streamed live on its official website.
The Firefly platform was expanded with studio quality generative audio and video tools for end-to-end video creation, including Generate Soundtrack and Generate Speech, a timeline-bases AI video editor. Firefly Creative Production, intoduced in its private beta version, allows bulk editing of thousands of images through a no-code interface, making it convenient for those who are not versed in the same.
Within the Creative Cloud, new AI-powered features include Generative Fill and Generative Upscale in Photoshop, AI Object Mask in Premiere and Assisted Culling in Lightroom. Adobe said the updates provide greater pixel-level control and performance improvements across its creative suite.
For enterprise users, Adobe expanded GenStudio, its content supply chain solution, adding integrations with Amazon ads, Innovid, Google Marketing Platform, LinkedIn and TikTok.
Adobe Max 2025, often regarded as the world’s largest creativity conference, is being held in Los Angeles from October 28 to 30. The event features more than 10,000 creative professionals, social media creators and marketers, and includes speakers such as filmmaker James Gunn, Youtuber Mark Rober, actress Jessica Williams.
Company CEO, Shantanu Narayen said that the company continues to view AI as a tool that enhances human creativity. He added, “Over time, Adobe’s share price will take care of itself”. For now, he said the company is relying on share buybacks, noting that Adobe “is certainly undervalued right now, which is why we’re buying back a lot of our stock.”