The Main Headlines from Adobe MAX 2025 as Adobe Highlights New AI Tools

Adobe introduces a huge range of new tools at Adobe MAX 2025, with end-to-end AI tools for video, audio, and conversational workflows across Creative Cloud and beyond.

Adobe has been at the forefront of rolling out AI tools for post production and the creator economy, and MAX 2025 serves to show how far some of these toolsets have come since the introduction of its Adobe Firefly model a few years ago.

It seems to be having an impact in the workplace too. The company highlights survey data from 16,000 creators that shows generative AI has become an everyday part of their toolkit:

• 86% of creators globally say they use creative generative AI
• 76% say creative generative AI has helped grow their business and personal brand
• 81% say it helps them create content they otherwise couldn't have made

Little surprise then that MAX sees a further step change in, as the company puts it, 'who can create, how they can create, and what they can create." 

We'll step through the details of the individual software packages over the next few days as MAX gets fully underway in Los Angeles. But, for now, these are the headlines, and AI is very much front and center.

Adobe Firefly: Expanding AI for End-to-End Creative Workflows

Adobe says that Adobe Firefly now provides an all-in-one home for ideation, creation, and production — combining the industry’s leading AI models with professional-grade tools for video, audio, imaging, and design.

End-to-End Video Production

Firefly now supports complete video workflows with studio-quality AI tools, including:

• Generate Soundtrack (public beta) — An AI music generator powered by Adobe’s commercially safe Firefly Audio Model. It produces fully licensed, studio-quality instrumental tracks, delivering multiple original variations in seconds that sync precisely with video footage.

• Generate Speech (public beta) — A text-to-speech tool that creates clear, expressive voiceovers in multiple languages, complete with natural pacing and emphasis.

• Firefly Video Editor (private beta) — A web-based multitrack timeline editor for generating, organizing, trimming, and sequencing clips. Includes tools for adding voiceovers, soundtracks, and titles.

• Prompt to Edit, powered by Firefly Image Model 5 — Enables creators to describe edits in natural language and see instant results.

• Firefly Boards — A collaborative, AI-powered ideation space with new creative tools, including Rotate Object, which converts 2D images into 3D elements.

AI Innovations Across Creative Cloud

Adobe continues to integrate AI features across Photoshop, Lightroom, and Premiere Pro, enhancing control, precision, and creative freedom.

• Generative Fill in Photoshop — Now enhanced with partner models such as Google Gemini 2.5 Flash and Black Forest Labs FLUX.1 Kontext. Users can add, remove, or modify content using prompts while preserving scene coherence.

• AI Object Mask in Premiere Pro (public beta) — Detects and isolates people and objects within video frames, speeding up color grading, blurring, and VFX work.

• Assisted Culling in Lightroom (public beta) — Helps photographers quickly identify their best shots across large image libraries by filtering for focus, angle, and sharpness.

Adobe and YouTube Partnership

Adobe is partnering with YouTube to integrate Premiere’s professional video tools directly with YouTube Shorts.

• A new Create for YouTube Shorts space will soon launch in the Premiere mobile app and can be accessed directly from YouTube.

• YouTubers will gain access to Adobe’s editing tools, exclusive effects, transitions, templates, and more — all designed for creating standout Shorts content.

Multiple AI Models, All in One Place

Firefly brings together Adobe’s own and partner AI models for unified creative power:

• Firefly Image Model 5 (public beta) — Adobe’s most advanced image-generation model yet, offering native 4MP resolution and superior photorealistic detail.

• Partner Models — Integration with AI models from Google, OpenAI, Runway, ElevenLabs, and Topaz Labs.

• Firefly Custom Models (private beta) — Allow creators to build custom, style-consistent assets based on their own unique visual identity.

Conversational AI and Agentic Workflows

And here we have a focus for the future with the introduction of conversational AI experiences that transform how users interact with its creative tools.

• AI Assistant in Express (public beta) — Lets anyone move from concept to creation in minutes using natural-language prompts.

• AI Assistant in Photoshop Web (private beta) — Automates repetitive tasks while keeping users in creative control.

• Project Moonlight in Firefly (private beta) — Coordinates AI Assistants across Adobe apps and integrates insights from creators’ social channels for faster ideation and content generation.

• Third-Party Previews — Conversational interfaces will soon appear in external apps such as ChatGPT, enabling direct interaction with tools like Adobe Express.

Plenty more from MAX to come over the next few days. Stay tuned!