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Adobe MAX: Adobe Unveils the Future of Creativity and AI at Adobe MAX 2023

On October 10, 2023, Adobe kicked off its highly anticipated creativity conference, Adobe MAX 2023, in Los Angeles. This event is recognised as the world's largest gathering of creative minds and is being broadcast live for three days to creators and marketers around the world. The conference promises a thrilling combination of major product launches, inspirational speakers, and active community engagement, all centred around the theme of "Creativity for All." This year, Adobe is ushering in a new era of creative possibilities.

Building on the momentum of Firefly's general availability and the recent introduction of Adobe GenStudio, Adobe is using MAX to showcase groundbreaking AI innovations that are redefining creative workflows and revolutionising enterprise content supply chains. Additionally, Adobe is taking the opportunity to host a meeting with financial analysts and investors during the event.

Adobe unveiled three new Firefly models during the conference: the Adobe Firefly Image 2 Model, Adobe Firefly Vector Model, and Adobe Firefly Design Model. These models have been specifically designed to generate content suitable for commercial use. This release is accompanied by over 100 significant AI features and updates across Adobe's flagship Creative Cloud applications, including Adobe Illustrator, Adobe Photoshop, Adobe Lightroom, Adobe Premiere Pro, Adobe After Effects, and Adobe Stock.

One of the standout updates is in Adobe Express, where even more AI capabilities have been integrated. With the addition of Generative Fill, Text to Template, and Translate features, Adobe Express has become an even faster and more enjoyable all-in-one creativity app for users of all skill levels. Notably, students will find the new Drawing and Painting features to be a game-changer, allowing them to bring their creative ideas to life.

To help enterprises meet the rising demand for real-time content creation and activation, Adobe introduced Adobe GenStudio. This innovative solution combines content ideation, creation, production, and activation, using customized Firefly generative AI at its core. The result is a streamlined enterprise content supply chain, bringing together Creative Cloud, Firefly, Express,, Analytics, AEM Assets, and Workfront, enabling on-brand content creation at the speed of imagination.

David Wadhwani, President of Digital Media Business at Adobe, emphasised the remarkable response from the community since the initial release of the Firefly image model in March. Users have found Firefly to be incredibly useful in enhancing experimentation, design, and workflow acceleration, all without compromising creative control. 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 integrating foundation models into familiar workflows that customers know and love.


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