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Adobe Unveils AI-Powered Tools at MAX 2024 Conference
Adobe Brings Generative AI to Premiere Pro
Contributors are compensated when their Stock image is used as a reference point, once the edited image resulting from the generated output is downloaded,” Adobe tells PetaPixel. Artificial intelligence is playing an increasing role across many genres of photography, but few feel the impact of AI more acutely than stock photography. Whether outright generating images or editing them with AI, Adobe has, unsurprisingly, fully embraced its Firefly AI technology within Adobe Stock. With designers complaining about wanting a faster creative process, Adobe seems to have heard the collective sighs and is rolling out some exciting new generative AI features for Illustrator and Photoshop. “We’re standing on the threshold of a transformative moment in generative AI,” he tells me, revealing we’re about to see a “shift from the prompt-based era to a controls era”.
The concern for creatives is seeing their work potentially lumped in with those tasks. But you have to trust that the company isn’t “taking stuff from other people and reappropriating it,” said Acevedo. “I think that people will see AI as a good starting point, but then as things look all the same over and over again, I think that people would be very fatigued with how it looks,” said Natalie Andrewson, an illustrator and printmaker. Our community is about connecting people through open and thoughtful conversations.
But the newest AI tool for Adobe Photoshop allows editors to remove distractions in one click. Called automatic image distraction removal, the tool uses AI to not just remove the distractions, but find the distractions. At Sundance 2025 in Utah, the creative tech giant has announced a new AI-powered Media Intelligence tool that automatically analyses visuals across thousands of clips in seconds. Available in Premiere Pro in beta, it can identify the contents of each clip to make them searchable by text, potentially saving video editors many hours when searching through footage. We truly believe that [generative AI] can revolutionize our marketing content supply chain. To do so we’ll need to not only focus on the technology platform but also on people and process components.
Since 2001, he has been editor-in-chief of TV Tech (), the leading source of news and information on broadcast and related media technology and is a frequent contributor and moderator to the brand’s Tech Leadership events. For those who have followed Adobe Firefly’s evolution of tools like Generative Fill in Photoshop, this really shouldn’t come as a huge surprise. However, to see it in person is still quite impressive—much in the way the very first generative AI images of Generative Fill were for image editors. Kicking off their annual Adobe MAX conference in Miami, Florida this year, Adobe has announced that their Firefly video model is finally ready to release to the public and is available to try out today. Before designers can edit a section of an image, they have to select it in the Photoshop interface.
“Some [AI] things are game changers, but I understand that with generative AI, it’s controversial. There are other companies that are being a little suspicious as to how they’re pulling stuff.” But professional creators now face a difficult choice about what role — if any — AI should play in their work. Adobe Firefly is the technology powering the new generative AI innovations in both Photoshop and Illustrator.
Adobe MAX 2024 – Adobe blends AI and automation to scale marketing content delivery
For photographers, the new pixels are nearly always meant to jive with the background, making it look like a distraction was never there in the first place. If the pixels are too smooth, too noisy, or the wrong color, one distraction has just been replaced with a new one. Adobe is aware of the issues and explains that, unlike non-AI tools, those powered by technology like Firefly, which is constantly being fine-tuned behind the scenes, are not continuously improving in every possible situation. While a one-step backward, two-step-forward situation is foreign to most photo editing applications, reality has changed in the age of AI.
But many artists still have serious concerns about how generative AI is trained and used, and how its enormous impact on the creative industry is shaping it now and for years to come. Generative AI is one of the most controversial topics in the industry, and professional creators have been pointing out all the reasons why AI cannot meaningfully replace them for years now. Even with Adobe’s thoughtfully crafted caveat that AI isn’t here to replace creators, the company is diving into the deep end with a plan for integrating AI across all its products. In the future Adobe is imagining, AI won’t be a dirty word; it’ll be the newest tool in professionals’ arsenals. It’s an idealistic future, to be sure, but it’s one Adobe is committed to bringing to life, even if it’s a steep uphill climb. During my time at its Adobe Max annual creative conference last month, the message came up in every interview, on the showroom floor, during demos and literally within the first 10 minutes of the two keynotes.
The update with the latest Firefly Vector model is now available in public beta, and as Adobe continues to push the boundaries of what’s possible with AI in design, we can expect even more innovative features and updates. The update also brings a new Dimension tool to Illustrator that automatically adds sizing information to your projects, and a Mockup feature that helps you visualize your designs on real-life objects. Retype is another nifty tool that converts static text in images into editable text.
However, the “Generative Extend” AI beta is not full-on generative AI, but rather a feature that allows creators to extend clips to cover gaps in footage, smooth out transitions or hold onto shots longer for perfectly timed edits. As the disgruntled photo editor adds, there is no simple way to roll back to an older version of the Firefly tools. Images are processed server-side, so there is not much available by way of user control.
Adobe introduces new generative AI features for its creative applications
The Firefly Video Model also incorporates the ability to eliminate unwanted elements from footage, akin to Photoshop’s content-aware fill. Adobe says its generative AI technology edits each frame and maintains consistency throughout the timeline, turning a typically slow, manual process into a faster, automated one. In September, Adobe previewed its text-to-video (similar to OpenAI’s Sora and Meta’s Movie Gen) and image-to-video features.
“After the plan-specific number of generative credits is reached, you can keep taking generative AI actions to create vector graphics or standard-resolution images, but your use of those generative AI features may be slower,” Adobe says. The company recently previewed the upcoming offering, which will include such features as text-to-video, being able to remove objects from scenes, and smoothing jump-cut transitions. Stager’s Generative Background feature helps designers explore backgrounds for staging 3D models, using text descriptions to generate images.
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“Our goal is to empower all creative professionals to realize their creative visions,” said Deepa Subramaniam, Adobe Creative Cloud’s vice president of product marketing. The company remains committed to using generative AI to support and enhance creative expression rather than replace it. Adobe continues to expand its AI capabilities, with recent hires for generative AI research roles in India. Despite some backlash from creative professionals concerned about job automation, Adobe emphasizes that its AI tools aim to amplify human creativity. The company has also responded to ethical concerns, such as removing AI imitations following a complaint from the Ansel Adams estate.
Further, like every other Adobe Stock asset, anything created or changed using AI is designed to be commercially safe and backed by IP indemnification (for eligible customers). With Generate Variations, Stock customers can customize existing content to fit stylistic and compositional preferences with Firefly. For example, if someone likes the content of an image but it doesn’t fit the style of the rest of a brand’s identity or marketing campaign, they can use AI to apply a new style or aesthetic to the image. These Generative Edits rely heavily on existing assets, even if they include AI-generated pixels. Generative Variations takes the AI further, creating an all-new asset based on an existing reference image. Sometimes an image on Stock is nearly perfect, but it’s not the right size or aspect ratio for a particular application.
The beta was released today alongside Photoshop 25.7, the new stable version of the software. In discussing the feature, Shantanu Narayen, Chair & CEO of Adobe, described the Adobe Experience Platform as “critical” to supporting the “heterogeneous environment” in which their customers reside. They can be edited to your liking, but it uses intelligence to apply animations to specific element types. No matter the path forward, Fong emphasizes the importance of remembering where AI-generated content comes from.
Additional improvements include expanded tethering support for select Sony Alpha mirrorless cameras, like the Sony a7 IV and a7R V. This provides access and control to a connected camera. When users use Generative Remove, Lightroom offers three potential variants, each with a slightly different spin on AI-powered object removal. In a pre-launch demo, PetaPixel asked Adobe to go off-script and remove different objects in various photos, and Generative Remove didn’t skip a beat. It lets users remove unwanted objects from any photo entirely non-destructively with just a single click. Well, the tool requires one click to activate, but users must paint a general shape over the object(s) they want to remove.
It projected digital media segment revenue of between $4.09 billion to $4.12 billion and digital experience segment revenue of between $1.36 billion to $1.38 billion. However, the amount of manual control photographers have over the depth map and visualization depends on the platform. Lens Blur uses artificial intelligence to create a three-dimensional depth map of a two-dimensional image. If an image file has depth map data already attached, like a Portrait Mode shot from an iPhone, Lens Blur can use it.
The model boasts several notable features, including the capacity to generate B-roll footage from text prompts, with Adobe asserting that high-quality clips can be produced in under two minutes. This capability mirrors the pure video generation offered by platforms like Sora, Kling, or Dream Machine. Adobe says that, like with other Firefly generative models, both the Firefly Video Model and the features it powers are designed to be safe for commercial use.
Deepa Subramaniam, vice president of Creative Cloud product marketing, said in an interview that this high usage proved Adobe was on the right track. “[It] really shows us that we’re addressing something that our customers are really struggling with.” For some creators, Adobe’s focus on convenience and problem-solving — along with its safety protocols — is great news.
I’d also recommend organizations come into this process knowing it is going to be iterative. I might not know what Adobe is going to invent in five or 10 years but I do know that we will evolve our assessment to meet those innovations and the feedback we receive. Five years ago, we formalized our AI Ethics process by establishing our AI Ethics principles of accountability, responsibility, and transparency, which serve as the foundation for our AI Ethics governance process. We assembled a diverse, cross-functional team of Adobe employees from around the world to develop actionable principles that can stand the test of time. Think of a bounding box around your Generative Fill selection, and try to keep it inside that block.
New Innovations in Photoshop and Illustrator Transform Creative Workflows and Deliver More Speed, Precision and Power Than Ever Before – Adobe
New Innovations in Photoshop and Illustrator Transform Creative Workflows and Deliver More Speed, Precision and Power Than Ever Before.
While at it, Adobe is also adding a tool called Generative Workspace that allows users to generate a large number of images at once with text prompts. The Firefly Video Model is an example of fast-growing availability of multimodal capabilities in the generative AI market. On Oct. 4, social media giant Meta introduced Movie Gen, a video model that uses text inputs to generate new videos. A computer’s ability to generate what formerly took a camera or a paintbrush has created an understandably mixed reaction among creatives. Yet, the ability to complete tasks in minutes that formerly took hours has swayed some artists to embrace the technology.
These Are the 14 Best New AI Features Adobe Revealed at Adobe Max 2024
A license change appeared to give Adobe the green light to use customer data, and all hell broke loose. At its MAX conference on Monday, Adobe also announced that its GenStudio for Marketing Performance app, designed to help businesses manage the influx of AI-generated content, is now generally available. To provide greater control over the output, there are options for different camera angles, shot size, motion and zoom, for example, while Adobe says it’s working on more ways to direct the AI-generated video. The Firefly Video model, first unveiled in April, is the latest generative AI model Adobe has developed for its Creative Cloud products — the others cover image, design and vector graphic generation. Adobe said it worked with professional video editors over the last year to better understand how GAI could help resolve some issues in their workflow.
This works similarly to Photoshop’s Remove tool, but it is only available in Lightroom Mobile for now. Brush over the areas that you want to remove, then pick your ideal variation from the four results. Adobe Max 2024 unveiled a range of exciting updates, introducing powerful new AI tools to Adobe’s suite. It’s hard to describe the feeling of working in GenStudio for Performance Marketing other than saying it’s a tool that challenges the way you think. “I’m hearing a lot of young people decide they’re not going to be artists because it just doesn’t feel like they can make a living from it anymore, which is such a bummer,” she said.
For technical decision-makers, this partnership offers a clear path to scaling personalization initiatives while potentially reducing the operational complexity of managing cross-cloud data flows. However, the true test will come in 2025 when organizations begin implementing these solutions at scale. Be sure to follow me on Twitter at @DavidGewirtz, on Facebook at Facebook.com/DavidGewirtz, on Instagram at Instagram.com/DavidGewirtz, and on YouTube at YouTube.com/DavidGewirtzTV. Unfortunately, some people are finding that the Generative Fill feature is disabled, which is super frustrating. When you click through from our site to a retailer and buy a product or service, we may earn affiliate commissions. This helps support our work, but does not affect what we cover or how, and it does not affect the price you pay.
It could revolutionize creative workflows, blending advanced technology with user-friendly tools. Ian Dean is Editor, Digital Arts & 3D at Creative Bloq, and the former editor of many leading magazines. These titles included ImagineFX, 3D World and video game titles Play and Official PlayStation Magazine.
For example, with recent advances in generative AI, it’s easier than ever for “bad actors” to create deceptive content, spread misinformation and manipulate public opinion, undermining trust and transparency. Users on Adobe’s support forums and Reddit have also been questioning whether the generative results have been getting worse instead of better. Adobe’s standard response to questions about guideline violations is that their goal is to provide a safe and enjoyable experience for all users. They don’t offer solutions, and instead dismissively point frustrated users towards the Report tool. Assuming you’re willing to risk sharing your personal information with Adobe for access to Generative Fill, give Behance your month and year of birth. For those who don’t use the service, Behance is a social media platform that lets you showcase your work to other Adobe users.
Nevertheless, the technology publication TechRadar has suggested that this has not prevented some users from considering cancelling their Adobe subscriptions. Finally, Adobe emphasizes that Firefly is “commercial safe”—trained exclusively on licensed content, mitigating potential copyright concerns. This may be a strategic move considering that Adobe’s foray into generative AI has been rocky—to put it mildly.
The controls in this section include some of the most used in Firefly at the moment – including the ability to download your generated image. Adobe Premiere Pro has transformed video editing workflows over the last four years with features like Auto Reframe and Scene Edit Detection. The story broke after an executive at DuckBill Group, Corey Quinn, posted about Slack’s Privacy Principles as they were last week on X. Quinn highlighted that Slack was training its machine learning models on user data and that users have to explicitly opt out of the process. Technology Magazine is the ‘Digital Community’ for the global technology industry. Technology Magazine focuses on technology news, key technology interviews, technology videos, the ‘Technology Podcast’ series along with an ever-expanding range of focused technology white papers and webinars.
New Generate Image feature generates entire images from text prompts The new public beta continues the rollout of features powered by Firefly, Adobe’s generative AI platform, inside Photoshop.
Adobe has also released more info about its own promises for “responsible innovation” for Firefly and this new generative AI video model.
Adobe does not seem to have any plans to put warnings or notifications in its apps to alert users when they are running low on Credits either, even when the company does eventually enforce these limits.
Back up to the set of three controls, the middle option allows you to initiate a Download of the selected image.
Once Adobe does enforce Generative Credits in Photoshop and Lightroom, the company says users can absolutely expect an in-app notification to that effect.
Of all the new features coming to Adobe’s photo and video editing software, these five new AI-powered features could have the most impact. Adobe announced the future of video generation with the Adobe Firefly Video model, expecting it to be the first publicly and commercially safe video generation tool. I expect this will be available within Premiere Pro, and who knows how it will transform your future workflow? You’ll be able to create a video using either a text prompt or an existing image. Delivering impactful global campaigns hinges on the ability to bring marketing and creative teams closer together, with generative AI-powered workflows that eliminate cumbersome and inefficient processes.
RedFishBlack refers specifically to Generative Fill in Photoshop, but the problems extend to other tools, including Generative Remove, a tool tailor-made for helping photographers clean up photos and remove distractions.
Using the Clone Stamp tool to roughly cover potential problem areas can sometimes work better than blacking them out.
Adobe is also investing in better ways to help differentiate content created by AI, which is one of the biggest issues with AI-generated content.
This really begins with defining our brand and channel guidelines as well as personas in order to generate content that is on-brand and supports personalization across our many segments.
We truly believe that [generative AI] can revolutionize our marketing content supply chain.
It is crucial to bring concrete examples to the table that demonstrate how our principles work in action and to show real-world impact, as opposed to talking through abstract concepts. A key differentiator in this offering is the integration of generative AI capabilities through the AEP AI Assistant. This conversational interface represents a significant democratization of enterprise marketing tools, allowing teams to interact with complex data and automation systems through natural language prompts. Several of Photoshop’s existing AI tools are designed for tasks like eliminating power lines, garbage cans, and other distractions from the background of a photo.
Generative Remove will wipe the unwanted part, and then replicate the background. No matter what kind of camera you’re working with or how skilled of a photographer you are, Adobe Lightroom can help you easily achieve pro-quality photos super fast. Adobe says, therefore, that generative AI in Photoshop and Lightroom will never be limited, referencing the title of this article. PetaPixel maintains that any change of a service that disrupts the expected function is a limitation.
Topaz Labs has introduced a new plug-in for Adobe After Effects, a video enhancement software that uses AI models to improve video quality. This gives users access to enhancement and motion deblur models for sharper, clearer video quality. Accelerated on GeForce RTX GPUs, these models run nearly 2.5x faster on the GeForce RTX 4090 Laptop GPU compared with the MacBook Pro M3 Max. The October NVIDIA Studio Driver, designed to optimize creative apps, will be available for download tomorrow. For automatic Studio Driver notifications, as well as easy access to apps like NVIDIA Broadcast, download the NVIDIA app beta.
YouTube is one of the most influential platforms in modern media, but its origin story is surprisingly simple: a small team wanted an easier way to share video online. In the early 2000s, uploading and sending video files was slow, formats were inconsistent, and most websites weren’t built for smooth playback. YouTube’s founders focused on removing those barriers—making video sharing as easy as sending a link.
Who Founded YouTube?
YouTube was founded by three former PayPal employees: Chad Hurley, Steve Chen, and Jawed Karim. They combined product thinking, engineering skills, and a clear user goal: create a website where anyone could upload a video and watch it instantly in a browser.
Chad Hurley — product/design focus and early CEO role
Steve Chen — engineering and infrastructure
Jawed Karim — engineering and early concept support
The Problem YouTube Solved
At the time, sharing video often meant emailing huge files or dealing with complicated players and downloads. YouTube made video:
Uploadable by non-experts (simple interface)
Streamable in the browser (no special setup)
Sharable through links and embedding on other sites
Early Growth and the First Video
YouTube launched publicly in 2005. One of the most famous early moments was the first uploaded video, “Me at the zoo,” featuring co-founder Jawed Karim. The clip was short and casual—exactly the kind of everyday content that proved the platform’s big idea: ordinary people could publish video without needing a studio.
Key Milestones Timeline
Year/Date
Milestone
Why It Mattered
2005
YouTube is founded and launches
Introduced easy browser-based video sharing
2005
“Me at the zoo” is uploaded
Became a symbol of user-generated video culture
2006
Google acquires YouTube
Provided resources to scale hosting and global reach
Why Google Bought YouTube
By 2006, YouTube’s traffic was exploding. Video hosting is expensive—bandwidth and storage costs rise fast when millions of people watch content daily. Google’s acquisition gave YouTube the infrastructure and advertising ecosystem to grow into a sustainable business.
What YouTube’s Founding Changed
YouTube didn’t just create a popular website; it reshaped how people learn, entertain themselves, and build careers online. Its founding helped accelerate:
Creator-driven media and influencer culture
How-to education and free tutorials at massive scale
Music discovery, commentary, and global community trends
From a small startup idea to a global video powerhouse, YouTube’s founding is a classic example of a simple product solving a real problem—and changing the internet in the process.
WB Pushes Animated ‘The Cat in the Hat’ Pic to Nov 2026
Inside the 2026 “The Cat in the Hat”: New Universe, New Cast, and a Teaser Dropping Tomorrow
It’s more than just a word; it’s a representation of your dog’s personality, their role in your life, and the bond you share. Nature-inspired names reflect the beauty and majesty of the earth, offering a sense of freedom and adventure that many dog owners can appreciate. Pepper, Buttons, and Finnigan have that whimsical vibe, ideal for dogs with big personalities and a love for adventure. Ziggy or Gus are the kinds of names that make people smile every time you call your dog. Molly is a sweet and classic name that is perfect for a friendly and loyal dog, exuding charm and endearment.
Two-syllable or longer names make it easier for canines to respond, as they are more readily to come when hearing short, rising sounds in pitch. While the possibilities are endless when it comes to choosing a moniker for your dog, one might want to consider a few naming principles. Alexandra Horowitz, head of the Horowitz Dog Cognition Lab at Barnard College, Columbia University, suggested this in an article published in Psychology Today. This constant influx from pop culture keeps the pool of dog names dynamic and ever-changing. Pet names serve as a fascinating barometer of current cultural obsessions.
Think about the amazing canine stars who’ve entertained us since the 1910 American film debut of Jean, a tri-color Scotch collie. One’s bound to be the right fit for your little showstopper. After loving 19 cats, 11 dogs, and a canary, Tracey married someone allergic to all those creatures. Thankfully, she receives oodles of animal goodness sharing stories on Daily Paws! When not traveling, teaching yoga, or doing voiceover projects, she’s an editorial strategist and developer for print, digital, and multimedia platforms. You can’t go wrong with naming your pup one of these top-tier options.
All dogs are heroic (even if they only chase balls), so name yours after Finn MacCool—now that’s a name! President Franklin D. Roosevelt had many dogs, but Fala, a Scottish Terrier, was the most famous. Means “bright shining one,” perfect for the dog that just lights up your day. Another classic game, this one played with tiles, doubles as a great black-and-white dog name. This name originated from France (it meant d’Arcy, or from Arcy) and it later became a popular name for boys (maybe thanks to the fictional Mr. Darcy from “Pride and Prejudice”). Cujo was the name of the star dog from the horror film “Cujo,” but your sweet pup doesn’t need to know that.
Feel free to reuse this with a link back to mydogsname.com. AKC is a participant in affiliate advertising programs designed to provide a means for sites to earn advertising fees by advertising and linking to akc.org. If you purchase a product through this article, we may receive a portion of the sale. The Cat in the Hat is an upcoming American animated fantasy comedy film based on the 1957 children’s book of the same name by Dr. Seuss.
About the Top Female Dog Names
Pepper is a lively and spirited name that suits a dog with an energetic and playful personality. Leo is a strong and regal name that suits a brave and loyal dog. It is also a reference to the astrological sign of the lion, symbolizing courage and leadership. Ruby is a vibrant and precious gemstone, just like your dog is a cherished member of your family. Loki is a mischievous and cunning Norse god known for his cleverness and ability to cause chaos.
Celebrity-Inspired Dog Names
This name means “joy of the father”–so if you’re a proud dog dad, Abby might just be the name for your pride and joy. This year, there are more Chewy pets with these names than any other. People love to watch and play sports, and this can be reflected in a sporty dog name. Your good boy is so cool, there’s a moniker on this list he’ll be proud to sport on his bandana. A name such as “Sir Barks A Lot” will only confuse your dog. It’s suited for small dogs who haven’t got a clue what’s going on.
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Puppy Names That Never Go Out of Style
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As we step into 2025, naming trends are more diverse and creative than ever, ranging from globally-inspired classics to rare, unique gems that turn heads at the dog park. You can also dig through the full list of top 100 boy dog names and top 100 girl dog names if you want to find something a little less popular for your dog. There’s never a “wrong” name, only what fits your unique doggo—and if they’ll respond to it! So as you review the list below, create a short list of favorites and see what fits your dog’s personality and if your pup perks up when you call out each one. In no time at all, you’ll know exactly what to inscribe on their dog tags.
Grace Yee, Senior Director of Ethical Innovation AI Ethics and Accessibility at Adobe Interview Series
Adobe’s Claims Next Generative AI Features Will Be Commercially Safe
Speaking of “early access” features, Adobe introduced AI-powered Lens Blur as an early access tool last year. With today’s Lightroom ecosystem update, it is finally available to everyone, no strings attached. For those who want it, it’s available in all versions of Adobe Lightroom beginning today as an “early access” feature. While it’s easy to think about “generative AI” in terms of adding something to a scene, it also makes sense for removal, as to do so convincingly, new pixels must be made to replace what is taken out of the frame.
By being open about our data sources, training methodologies, and the ethical safeguards we have in place, we empower users to make informed decisions about how they interact with our products. This transparency not only aligns with our core AI Ethics principles but also fosters a collaborative relationship with our users. Adobe could improve the user experience dramatically by simply including the reason a generation gets flagged as a guideline violation. They request we use their feedback system when this happens, but don’t give us any feedback in return.
Make sure you’re running the right version
There, a user’s remaining number of generative credits is shown and it reloads in real-time. There is no indication inside any of Adobe’s apps that tells a user a tool requires a Generative Credit and there is also no note showing how many credits remain on an account. Adobe’s FAQ page says that the generative credits available to a user can be seen after logging into their account on the web, but PetaPixel found this isn’t the case, at least not for any of its team members.
The future of content creation and production with generative AI – the Adobe Blog
The future of content creation and production with generative AI.
The Firefly Video Model (beta) is set to extend Adobe’s family of generative AI models and make Firefly one of the most comprehensive model offerings for creative teams. It is available today through a limited public beta with the goal of garnering feedback from small groups of creative professionals. Adobe is upgrading those existing capabilities to a new AI model called the Firefly Image 3 Model. According to the company, the update will improve both the quality and variety of the content that the features generates.
Adobe’s new AI tools will make your next creative project a breeze
By Jess Weatherbed, a news writer focused on creative industries, computing, and internet culture. To its credit, two of the three options Generative Remove suggested did provide usable alternatives. Unfortunately, the Bitcoin option was the first one, which (whether Adobe intends this or not) tells an editor that it is what the platform feels is the best result. While this kind of makes sense if you don’t think about it too hard, it also is completely counterintuitive to the concept of the name of the tool and the result an editor is expecting. “Select the entire object/person, including its shadow, reflection, and any disconnected parts (such as a hand on someone else’s shoulder). For example, if you select a person and miss their feet, Lightroom tries to rebuild a new person to fit the feet,” the article reads.
“It’s another way to penetrate and radiate the user base,” Gartner analyst Frances Karamouzis said. The new Media Intelligence tool in Premiere Pro follows the introduction of other AI-driven features including Firefly-powered Generative Extend. If I am selecting a body part and asking a tool to fill or remove that space, zero percent of the time would I want it to replace my selection with its eldritch nightmare version of that exact same thing. What I, and any editor doing this, want is for what is selected to be removed as seamlessly as possible. GPU-accelerated, AI-powered video retiming tool can now be used without a host app, for under half the price of a regular plugin license. Internally, IBM is also using Adobe Firefly to streamline workflows, leveraging generative art, Photoshop, Illustrator, and Firefly’s AI capabilities.
Generative Extend is coming to the Adobe Premiere Pro beta
That’s an existing Illustrator feature for creating scalable vector, or easily resizable, versions of an image. According to Adobe, its engineers have enhanced the visual fidelity of the feature’s output. Or perhaps someone likes the look of an image but wishes that the subject were somewhere else in the frame.
Leading enterprises including the Coca-Cola Company, Dick’s Sporting Goods, Major League Baseball, and Marriott International currently use Adobe Experience Platform (AEP) to power their customer experience initiatives.
“Dubbing and Lip Sync” can translate and edit lip movement for video audio into 14 different languages, and a new InDesign tool can automatically format text and images for print and digital media using predefined templates.
One of the biggest announcements for videographers during Adobe Max 2024 is the ability to expand a clip that’s too short.
Illustrator and Photoshop have received GenAI tools with the goal of improving user experience and allowing more freedom for users to express their creativity and skills.
My advice would be to begin by establishing clear, simple, and practical principles that can guide your efforts. Often, I see companies or organizations focused on what looks good in theory, but their principles aren’t practical. The reason why our principles have stood the test of time is because we designed them to be actionable.
Adobe Firefly Feature Deep Dive
Firefly is featured in numerous Adobe apps, including Photoshop, Express, and Illustrator, and with the introduction of the Firefly Video Model (beta), it is coming to Premiere Pro, Adobe’s venerable video editing software. At the heart of Adobe’s announcements is the expansion of its Firefly family of generative AI models. The company introduced a new Firefly Video Model, currently in beta, which allows users to generate video content from text and image prompts.
While the company was not proactive about alerting users to this change, Adobe does have a detailed FAQ page that includes almost all the information required to understand how Generative Credits work in its apps. As of January 17, Adobe started enforcing generative credit limits “on select plans” and tracking use on all of them. When it comes to generative artificial intelligence (AI), one company that has been at the forefront on the software side is Adobe (ADBE -0.43%). The company has added a number of AI-related features to both its Creative line of products, such as Photoshop, and its Acrobat-led Document Cloud business. Since many mobile devices shoot HDR photos, software has continually expanded its support for HDR image editing, Lightroom among them. With HDR Optimization, Lightroom users can achieve brighter highlights, deeper shadows, and more saturated colors in HDR photos.
For Creative Bloq, Ian combines his experiences to bring the latest news on digital art, VFX and video games and tech, and in his spare time he doodles in Procreate, ArtRage, and Rebelle while finding time to play Xbox and PS5. As some examples above show, it is absolutely possible to get fantastic results using Generative Remove and Generative Fill. But they’re not a panacea, even if that is what photographers want, and more importantly, what Adobe is working toward. There is still need to utilize other non-generative AI tools inside Adobe’s photo software, even though they aren’t always convenient or quick. As its name suggests, Generative Remove generates new pixels using artificial intelligence.
Adobe’s Claims Next Generative AI Features Will Be ’Commercially Safe‘
The new AI features will be available in a stable release of the software “later this year”. Generate Similar, shown above, automatically generates variations of a source image, making it possible to iterate more quickly on design ideas. Users can guide the output by entering a brief text description, with Photoshop automatically matching the lighting and perspective of the foreground objects in the content it generates. In Photoshop 25.9, they are joined by the ability to create entire images from scratch, in the shape of new text-to-image system Generate Image.
“Think of these ‘controls’ as the digital equivalent of the paintbrush in Photoshop,” says Alexandru. If you’re a digital artist fed up with hearing prompt jockeys tell you to get over generative AI art’s impact, then Alexandru Costin, Vice President of Generative AI and Sensei at Adobe, has some good news for you as we begin 2025. Get the latest information about companies, products, careers, and funding in the technology industry across emerging markets globally. I suspect this may be for similar reasons, that Stable Diffusion XL (SDXL) works best in 1024 pixel aspect ratios. I’ve found that limiting the expand or fill areas to 1024 pixels improves results.
The company sees this tool as helpful in creating storyboards, generating B-roll clips, or augmenting live-action footage. Labrecque has authored a number of books and video course publications on design and development technologies, tools, and concepts through publishers which include LinkedIn Learning (Lynda.com), Peachpit Press, and Adobe. He has spoken at large design and technology conferences such as Adobe MAX and for a variety of smaller creative communities.
Even if the company isn’t enforcing these limits yet, it didn’t tell users that it was tracking usage either.
“I think Adobe has done such a great job of integrating new tools to make the process easier,” said Angel Acevedo, graphic designer and director of the apparel company God is a designer.
At Sundance 2025 in Utah, the creative tech giant has announced a new AI-powered Media Intelligence tool that automatically analyses visuals across thousands of clips in seconds.
In Q4 of last year, the company generated $569 million in new digital media ARR, so this would be a deceleration and could lead to lower revenue growth in the future.
Further, Firefly offers a variety of camera controls, including angle, motion, and zoom, enabling people to finetune the video results. It’s also possible to generate new video using reference images, which may be especially helpful when trying to create B-roll that can seamlessly fit into an existing project. Adobe is one of several technology companies working on AI video generation capabilities. OpenAI’s Sora promises to let users create minute-long video clips, while Meta recently announced its Movie Gen video model and Google unveiled Veo back in May. It is available today through a limited public beta to garner initial feedback from a small group of creative professionals, which will be used to continue to refine and improve the model, according to Adobe.
They utilize AI to significantly speed up and improve image editing without taking control away from the photographer. To address this, Adobe founded the Content Authenticity Initiative (CAI) in 2019 to build a more trustworthy and transparent digital ecosystem for consumers. The CAI implementsour solution to build trust online– called Content Credentials. Content Credentials include “ingredients” or important information such as the creator’s name, the date an image was created, what tools were used to create an image and any edits that were made along the way.
The Generate Similar tool is fairly self-explanatory — it can generate variants of an object in the image until you find one you prefer. Adobe is upgrading its Premiere Pro video editing application with a generative AI model called the Firefly Video Model. It powers a new feature called Generative Extend that can extend a clip by two seconds at beginning or end. These latest advancements mark another significant step in Adobe’s integration of generative AI into its creative suite.
This upcoming tool takes the power of everything seen in Adobe Firefly AI functions and applies it to generative video. It works incredibly well, even tracking objects that move against similarly toned or colored backgrounds. Photoshop’s latest AI features bring in more precise removal tools, allowing you to brush an area for Photoshop to identify the distraction and remove it seamlessly.
Adobe’s CFO: Agentic AI is a ‘natural evolution’ for the company – Fortune
Adobe’s CFO: Agentic AI is a ‘natural evolution’ for the company.
Its Content Credentials watermarks are applied to whatever the video model outputs. In Firefly Services, a collection of creative and generative APIs for enterprises, Adobe unveiled new offerings to scale production workflows. This includes Dubbing and Lip Sync, now in beta, which uses generative AI for video content to translate spoken dialogue into different languages while maintaining the sound of the original voice with matching lip sync.
In addition, he is the founder of Securities.io, a platform focused on investing in cutting-edge technologies that are redefining the future and reshaping entire sectors. As generative AI continues to scale, it will be even more important to promote widespread adoption of Content Credentials to restore trust in digital content. For those seeking more control, consider exploring tools like Stable Diffusion and ComfyUI. While they have a steeper learning curve and require a GPU with at least 6-8GB of VRAM, they can easily blow Photoshop out of the water.
While a lot of the focus has been on generative AI, Adobe continues to roll out workflow-focused AI features across its Creative Cloud suite too. I’d argue this increase is mostly coming from all the generative AI investments for Adobe Firefly. But speak to serious photographers who use Lightroom and Photoshop for editing their photos, and I’d be willing to wager that most of them don’t need any of the generative tools that Adobe wants to sell to us via this price increase.
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