#AdobeMAX Opening Keynote | Adobe

This me.

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>> You close.

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Every time.

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>> Do you believe in

manifesting?

Honey?

>> All right.

>> She coming in hot.

So if they forgot, remind him I

hit it so hard.

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one.

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I serial shakes in a mistake.

All over tonight.

The best is yet to come.

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Tonight.

The best is here to go.

Cause you have to go.

Do you believe in.

>> You.

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>> All I do.

>> Please welcome Shantanu

Narayen.

>> Here to go.

>> Good morning.

Good morning.

Welcome to Adobe Max 2025.

We are absolutely thrilled to

be back in the City of Angels,

surrounded by one of the most

vibrant and inspiring creative

communities in the world.

I also understand there was a

pretty good game last night.

For those of you who are out

there, but whether you're

joining us here in person or

tuning in from across the globe,

thank you for joining us.

Creative expression has never

been more impactful or

accessible.

And if you think about it,

creativity has actually

undergone this incredible

transformation over the years.

It's no longer confined to

traditional industries or roles.

And it's this universal

language of human connection

that transcends boundaries,

drives innovation, and shapes

culture.

And we think that creativity is

everywhere, fueling progress

across industries, adding

innovation, reshaping business

models, practices, and most

important, customer engagement.

We're proud that Adobe has been

at the forefront of this entire

revolution, and from the

earliest days of Photoshop to

the groundbreaking advances

that you're going to see today,

we're empowering creators to

make creativity more fluid,

more inclusive, and more

influential than ever before.

Creativity is entering a new

era as AI enables creators to

immerse themselves in their

ideas seamlessly with the

mechanics of execution, and

you'll be able to specify your

desired outcomes in open ended

ways.

Whether it's reimagining the

layout of a scene think that orr

removing objects in a single

step.

And we this fusion

of direct manipulation, as geneg

to redefine how we all create.

Imagine a system AI just

doesn't execute tasks, but

collaborates with you.

Ask clarifying questions, plans,

multi-step workflows, and

delivers richer, more

personalized results.

And so we're investing in AI to

both.

Imagine new possibilities and

accelerate how you get

done in the applications that

you know and love.

We're committed to empowering

all of you to dream bigger,

move faster, and reach further,

all while maintaining control.

And importantly, ownership of

your vision.

While the tools and

technologies are evolving, the

essential ingredients of

creativity actually remain the

same.

It always starts with

your ideation.

As you gather inspiration and

explore concepts, you bring ideh

creation.

You spend time editing it and

refining it in the production

phase, and then finally you're

ready to share the finished

piece with the world.

And we are focused on enabling

every stage of this iterative,

creative process from the first

creative spark.

All the way through to delivery.

And today, you have more

options than ever before to

find inspiration as well as

iterate on these concepts.

Being able to describe what you

want to do, whether it's text

to image, text to video, text

to audio, it's a more intuitive

and natural way to start the

creative process.

Our vision for Adobe Firefly is

to make it your one stop

destination for creative

workflows, enabling you to

explore a wealth of ideas from

ideation to editing to delivery.

In ideation and creation.

We think choice matters, and

each generative AI model will

have its own aesthetic style,

and creators will benefit from

having a greater choice of

models with different visual

characteristics.

It's why I was really essential

for us to develop our own

excellent foundation models

with Firefly that are designed

to be commercially safe, but

also to give you the choice of

multiple third party models

like Google, Gemini Veoh image

and OpenAI Flux Runway,

Microsoft MI and others.

Because we want you to work

with any model that you want

within the Adobe applications.

Without the friction of

switching between workflows and

platforms.

With Firefly boards, we're now

giving you an AI first space

with more options to explore

and collaborate with.

All of the other stakeholders

on ideas that you have.

And deep integrations within

Creative Cloud will empower

both creators as well as

creative professionals alike to

generate your content

seamlessly.

And so whether you're designing

a marketing campaign, creating

social media content, or

producing a feature film,

Firefly is defined to be one of

the hubs that brings your ideas

to life.

In the creation phase, we

really believe that's where

ideas start to take shape.

And our vision for Creative

Cloud is always been to give

you the power and precision you

need to push the boundaries of

your craft the way we've

integrated AI into all flavors

of what we deliver in our

interfaces is second to none.

We're giving you even more

superpowers and enabling you to

bring more value from the

existing Adobe tools.

And so these generative AI

features, whether they be in

Illustrator or Photoshop, help

you streamline your editing

workflows while giving you the

pixel level precision to refine

your work.

We're thrilled that two out of

three Photoshop users in the

beta version use generative AI,

in their workflows.

Every single day.

And we know you want the

ability to refine generations

from other models as well.

And Creative Cloud.

So giving you that choice

directly in your apps that you

love was important to

preserving your workflow can eao

premiere to see your concept as

a video.

YouMGLNDDó162.255.7.234ó23 gened

to make a longer clip.

You can quickly preview motion

concepts and iterate and

collaborate across every part

of Creative Cloud.

As you consider what you would

like to emphasize.

And so these deep integrations

reduce the repetitive tasks,

allowing you to focus on your

vision as a creative pro, you

have your process for doing

production and delivery across

all Creative Cloud applications.

But we're excited today to

showcase several next

generation conversational

interfaces to help you create

your own words and refine your

results using Adobe's world

class tools.

So AI ultimately goes through

both the production and

delivery and the complexity of

the path that you take depends

on whether you're a consumer,

whether you're a creative pro,

whether you're a creator or the

largest enterprise in the world.

And this is where Adobe has

focused a lot of our

innovations over the past few

years.

While power and precision will

continue to be a key focus for

Adobe, we want to give everyone

the power of conversational

interfaces so you can have

quick and easy tools to create

standout content for the

millions of consumers.

Business professionals, and

small businesses that need to

just get something out quickly

without sacrificing quality.

Adobe Express is the single all

in one app, enabling you to

create anything and publish to

any channel.

Express is available across

mobile, web, desktop, and now

it's also incredibly well

integrated with Acrobat, and

we're excited later today to

show you the all new express AI

assistant, which empowers you

to go beyond static templates

to prompt anything and edit

everything.

And with this new

conversational interface that

you see, you can make edits

that don't require you to

actually regenerate or re

hallucinate the image.

We're blending AI with your

ingenuity in way more intuitive

ways.

So you can ask AI assistant to

change specific elements of an

image, like adding candy cane

stripes to the cinnamon sticks,

but it's still up to the human

to decide what makes the most

sense.

And so express AI assistant

understands the element of the

image and gives you complete

contextual control so you can

call out edits to different

parts of this design.

It's absolutely magical.

Wait till you see the cool new

features.

The teams have been cooking up

to make your life even easier

during the production phase,

and we think that

conversational editing will

increasingly adapt to your

intent, augment your

capabilities, and help you

orchestrate these complex

workflows.

And in the future, we envision

the single step, prompt based

edits of today will become

multi-step workflows.

It'll span tools, actions to

help you achieve your project

based goals.

Whether it's crafting, as I

said, a cinematic masterpiece

or producing a marketing

campaign.

For enterprises, on the other

hand, who have these dedicated

teams studios designers

marketers, agencies that are

generating a whole bunch of

content for media email

campaigns and websites while

doing all the production and

delivery.

We really envision how we can

unify all these elements of the

end to end content supply chain

and Adobe Studio brings

together workflow and planning,

creation and production, asset

management, activation and

delivery, as well as reporting

and insights to enable

marketing automation at

enterprise scale.

It's designed to be your one

stop shop.

Whether you're creating content

for different channels,

different campaigns, different

products, different personas,

different brands, or different

languages, and it connects all

of the various stakeholders

across the content supply chain,

facilitating collaboration at

its core and enabling

enterprise teams in different

geographies and organizations

to keep up with these

condensing marketing timelines

closer to home, it's been

incredibly gratifying to see

how Adobe's own global

marketing organization has

supercharged our own end to end

content supply chain and to see

the success that enterprises

like Newell are seeing.

Transforming their entire

content creation for marketing.

And be sure to check out Newell

and their Sharpie activation in

the Creative Park here at Max.

Wherever you start your process

and whatever path you take, we

want to meet you where you

because creativity is this

partnership.

It's a balance of innovation

and and imagination.

Technology and humanity.

We will provide the tools,

platforms integrate with

the ecosystems to empower all

of you amazing creators to

unleash your with and

release your boldest

imagination Adobe, Firefly

Express, Creative Cloud and Gen

Studio, we're providing you for

fundamental platforms and

reimagining all the tools you

use every day to make every

stage of your process work

better for.

And so whether you're a K

through 12 person or an

enterprise team, we're focused

on bringing the best

innovations to serve your needs

and workflows.

This 40 year partnership is

built on trust and through

initiatives like content,

credentials, Adobe is also

working to ensure transparency

and recognition for you

creators.

While developing AI responsibly

to serve your unique voice.

But as we look ahead, one truth

stands out the future belongs

to those who create.

It belongs to the visionaries

who dare to dream the

storytellers like you, who are

shaping culture and the

innovators who redefine what's

possible.

You are made to create.

This isn't just the theme of

this year's Adobe Max.

It's a call to action.

It's a celebration of your

ability to turn ideas into

reality, to inspire change, and

to connect us all through the

power of creativity.

And while technology will

amplify human ingenuity and

unlock new possibilities,

there's one thing it can never

replicate the emotion and

humanity that you creators

uniquely bring to your art.

And at Adobe, we're here to

empower you, to give you the

tools, the technology, and the

community to bring your boldest

visions to life together.

Let's shape a future where

creativity knows no limits.

So keep creating.

Keep pushing boundaries.

But I know all of you are here

to actually see all of the

incredible innovation we're

working on, so let's get to

that.

And to do that, I'd like to

welcome the host of the show,

David Wadhwani, who is

president of Adobe's Digital

media business, to the stage.

Thank you for being here at Max.

>> In a crowd show what it's

all about.

I think it's time for a parade.

The party's here for us today.

Let's count it down and

celebrate.

Whoa.

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Now you're seeing stars get you

so hooked.

But it's just a start.

Watch and see what I'm about to

do next.

All eyes on this.

Oh, I can't get enough of this.

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Don't wanna miss it.

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All eyes on this can't compare.

Yeah.

Confidence.

So that's what I'm wearing.

Whoa.

So good.

Now you're seeing stars get you

so hooked.

But it's just a start.

Watch and see what I'm about to

do next.

All eyes on this.

Oh, I can't get enough of this.

Oh, that's the one.

Hey.

Yeah.

That's it.

Don't wanna miss this.

Don't wanna miss it.

All eyes on la la la la la la

la la la la.

Ooh la la la la.

All eyes on this.

All eyes on this.

Don't wanna miss this.

Don't wanna miss it.

All eyes on this.

>> Thank you.

Shantanu.

Hello everyone.

You guys want to see some demos?

Not yet.

Settle down.

Uh.

It's great to be back here at

Peacock Theatre, home of the

Emmys.

Home of the American Music

Awards.

And of course, the biggest of

them all.

Adobe Max.

Um, welcome to Adobe Max 2025.

I guarantee you, we have never

shown more innovation on stage,

so buckle up.

It's going to be a packed

morning.

Now, I've been coming to Max

for 22 years, and I know I

speak for all of us at Adobe

when I say that this is our

favorite time of year.

Max brings together over 10,000

of the world's most creative

people in one place, and over

hundreds of thousands of people

online.

So take the opportunity to step

away from your day to day

demands, connect with other

similarly minded people.

Talk to people you don't know.

Share ideas, get feedback.

Make the most of your time here

to really special few days.

Max is also a time that we

gather to assess the state of

the creative industry, to look

for ways that we can improve

opportunities for each of you.

Now, whether you're an artist

working toward a gallery,

opening a graphic designer,

working on a marketing campaign,

a video producing what we all

hope will be the next big

blockbuster movie, a social

media creator building your

audience.

I've got good news for you.

The content that you create has

never been in more demand.

Most businesses continue to say

that they need a lot more

content to meet marketing the

market opportunities, and an

overwhelming majority of

creative and marketing teams

plan to expand their talent

pool to do so.

That said, as Shantanu talked

about, we also need to

acknowledge that the creative

industry is going to go through

an incredibly important

transformation on the back of

two huge technology trends.

First, generative tooling with

AI models and second,

conversational experiences with

AI agents.

At Adobe, we're committed to

bringing these technologies to

you while keeping you at the

center of the creative process.

And I want to talk about both

of these, but let's start with

generative tools.

Generative AI models are

improving at an incredible pace.

And this is good news for all

of you.

But there's also increasing

complexity best model for the

task depends on the model's

capabilities, the quality of

the output, the

video cost, and the commercial

safety.

The best model for generating al

for adding atmospheric elements

like rain or snow.

The right model for generating

an image may differ based on

whether you're optimizing for

details or lighting, or

pristine landscapes or crowded

city street, and a great model

for

raw might be highly

stylized.

While production workflows needr

own style.

Figuring out which model to use

can be complicated and distract

you from what really matters.

Your creative flow and keeping

up with all the new releases

and juggling multiple accounts

is just expensive, tiresome,

and tedious.

So to help with all this, we're

making three commitments.

First, we will continue to

deliver our own Firefly models.

Second, we're integrating great

models from across the industry.

So you have the choices that

you need.

And third, we're giving you a

new way to customize and create

your own models.

So I'm going to go through all

of these.

But let's start with Adobe's

models.

The Firefly family of models

have expanded over the last few

years.

And now include image, video,

audio, design, vector, and more.

And in just the last few months

alone, we've shipped avatars,

voice, sound effects,

soundtracks, just to name a few

things, and you're going to see

all of these things throughout

the demos this morning.

And we'll see some exciting new

Firefly announcements as well.

Throughout the keynote.

And of course, the Firefly

models continue to be

transparently trained and are

committed for commercial safety

and for production use.

Second, you told us that you

want more choice, and we've

delivered by expanding access

to great set of industry models.

The breadth of model styles,

capabilities, personalities are

incredibly varied.

So we've been busy integrating

multiple models into our

products.

Now let's hear directly from

some of our partners talking

about how their models and our

tools are better together.

For you.

>> Nouméa is building what we

call multimodal AGI, the idea

is to build what comes after

llms and models that are able

to understand, generate and

operate in the physical world.

>> At runway, we work with

images and video and audio and

whatever you can imagine, you

can type it in and you'll get

that out the other side.

>> So 11 labs, you will be able

to create speech across 30

languages.

You'll be able to create music,

sound effects.

And we are very excited to

bring some of our best models

to Adobe Suite, where you are

able to continue in the same

workflow just natively using

that all in one place.

.

>> At 11 labs, you will be able

to create emotional speech

across.

>> Black Forest Labs.

Flux Context Pro model will be

part of Adobe Photoshop's

generative Fill capability.

Just takes a couple of seconds

to like changing the

entire environment.

>> Adobe Creative Tools are

already stretching across many

different types of content, and

modalities, and this aligns

really well with the multimodal

capabilities of Google's AI

models.

We have models like nano banana,

integrated right into these

Photoshop just so impactful.

>> I'm really excited about

having our tools within becausee

industry standard.

>> Adobe Suite is one of the

default tool belts for a lot of

creatives in the world, so I'm

very excited to actually bring

our state of the art models in

the hands of this whole new

group of people.

>> Essentially, you take these

amazing creative professionals

that have been doing such

incredible work already, and

now you give them new tools

that enable even more.

I can't wait to see what

everyone creates.

>> All of these models are

available in the Firefly app.

And integrated into the

creative tools that you and

know and Photoshop.

So if you have Creative Cloud

or the Firefly app, you get all

of these models included in

your plan and more and more

added every few months.

One plan, one destination,

fully integrated so you can mix

and match these to match your

creative process. it's been amae

what you guys have been doing

with this in our products.

So things like generating

images with flux, then adding

editing them with nano banana

and then upscaling them with

Topaz before perfecting them in

Photoshop.

Then using those images as

keyframes for veo to generate

video clips and layering in

sound effects and soundtracks

with Firefly.

Before finally polishing it all

in premiere workload workflows

like these are incredibly

powerful, and we're focused on

streamlining all of these

workflows for you in the

Firefly app and in Creative

Cloud.

So to do this, we need great

partners.

And I couldn't be more excited

to share that Adobe and Google

are announcing a transformative

partnership to advance the

state of creative tooling to

share more about this, I'd like

to welcome up Eli Collins, Vice

President of Google DeepMind.

Thanks for joining us, Eli.

So this is Max.

Welcome.

Uh, it's a you guys have been

developing amazing models with

what you've done with nano

banana and Veo and your other

models.

Veo is a great way to generate

video, but also integrate in

voice and sound.

Uh, nano banana.

Obviously, the instruct

capabilities for changing and

editing have been amazing.

Um, this is your audience.

What should they all expect in

the years ahead?

>> Thanks so much, David.

Uh, excited to be here.

My wife is a designer, so, uh,

big fan of Adobe.

Really great to be on stage

with you.

Um, so in the two months since

we launched nano Banana, uh,

people have generated over 5

billion images.

So it's been pretty incredible.

Um, and this kind of leap

forward in realism and quality

has been enabled by our long

term research.

So DeepMind has been doing kind

of everything from pioneering

research in diffusion models to

more recently, thinking through

how we integrate image

generation in a frontier

language model like Gemini.

And that means the models are

just now much more capable.

So better consistency,

character and subject

consistency, deeper context,

precise control to fit into a

creative workflow.

Um, and we have a lot of

exciting research.

We're going to continue to push

the frontier.

We're raising the bar for

advanced rendering and

intelligent editing.

And realism.

So there's a lot more to come.

>> It's good to be amazing as

that comes how they show up in

the tool.

So you said your wife is a user

of Creative Cloud?

Um, I think we have a few

people here also that use

Creative Cloud.

Uh, so a lot of the people in

this room are keen to

understand, and would love to

understand your perspective on

how Google models and Adobe are.

On behalf of the community.

>> So the power, of course,

isn't justMGLNDDó76.83.10.162ó2.

The ultimate creative control

comes from the seamless

integration of these models.

Uh, with Adobe's tools and

workflows that creatives from

across the spectrum, um, know

and love.

So the excitement from

professionals has been

incredible.

Our research teams have been

building with and for creative

teams, for maybe ten years at

this point.

Um, that's why it's so exciting

to be here today.

Um, and in terms of this

partnership, what would ensures

is that AI is integrated in

creative workflows, in service

of your creative vision.

So no matter what, control

remains in your hands, you can

focus on your part of the

vision that truly matters.

Um, and that's critical because

these leap forwards, these

leaps don't happen in a vacuum.

So, um, the creative community

is expertise and feedback has

been and will continue to be

what guides us in the

development of these models.

>> Awesome.

And working together.

Hopefully we can bring a lot

more of that together in terms

of how the models and the tools

work together.

One last question before I let

you go.

Uh, last week we announced

Adobe Firefly Foundry.

It's a managed service for

large brands, and we create

proprietary models that train

on hundreds of thousands or

millions of your own assets.

Uh, today we announced, along

with Google, that, Adobe

Firefly Foundry.

Now includes Google models as

well.

Uh, maybe explain for the

agencies and larger brands what

that means for them.

>> So, um, we're bringing an

unprecedented level of

personalization to a company's

unique style and identity.

So you can ensure brand

consistency across massive

volumes of content.

Um, of course, key for

enterprise adoption.

And so not only are our models

now available in Adobe apps

Firefly and Premiere and

Photoshop Express and so on,

the models are integrated in a

essential creative workflow.

So we're really excited for

what's ahead here.

>> Awesome.

Very much looking forward to

working with you guys.

Thanks for the partnership.

Thank you.

>> Appreciate it.

>> Okay, so deep integration of

Google models into your CC.

And Firefly apps.

And that's going to continue to

get better and better and

richer going forward.

And Google models available now

as part of Adobe Firefly

Foundry.

That's going to deliver

proprietary models to large

brands and media companies.

And a lot more on that one

later, when we get to the

enterprise section.

Okay, so we've talked about

Adobe models.

We've talked about partner

models.

Now let's talk about your

models.

So another big announcement

today is Firefly custom models.

These are models that are tuned

to your own personal style.

And customized to your exact

specifications.

So there effectively

personalized by you and for you.

And of course custom models

like our Firefly models and our

partner models will be

accessible in our creative

tools.

So this is the part where we

get into the demos.

I promised you we were going to

get there.

We're here and we have more

demos than ever.

Here's the here's the rule and

the decision, the deal we have

with all of you guys.

You have people from the

product team sitting around you.

If you like something, let us

know by cheering, hollering,

hooping, whatever your your

vibe is, make sure we hear it.

And with that, I'd love to

invite up Paul Trani to show

you what custom models is all

about.

>> Paul.

Hello everyone!

Thank you.

You're too kind.

Great to be here.

I'm excited to share with you

custom models.

Now to kick it off, what I'm

gonna do is just generate

something right here in Firefly.

Like I typically would just

generating something very much

on brand for me, as we could

take a look.

Sparrow flying through the sky,

feathers replaced by blossoms

and oh yes, we have pretty

birds right?

Which I like.

Right.

Starting point.

Can we agree?

This is nice.

It's not my style.

I want to take it to another

level.

And that's why I want to

introduce you to custom models.

Now, what are custom models?

So your own personal version of

Firefly, safely trained on your

assets that reflect sort of

your content, your style, your

aesthetic.

But enough talking about it.

We're here to train.

Let's do this dance.

Right.

I'm going to go ahead and

create something based on,

again, my work right in here.

Jump in here.

Style is what I'm going for

right now.

Designers in the audience,

we've all we've all been there.

Like what?

Who am I as a designer?

What is my style like?

Who am I?

Right?

You have those crises.

Don't worry about it.

We got you.

Because you could just drop in

some of your style.

References, some of your images

right in here.

Collecting dust on my hard

drive right.

Flowers are wilting here.

You know, I'm taking.

I made all this up by hand.

I will always do this.

Absolutely.

Love it.

But now I get to take that

content, load it right into my

custom model.

Right.

And that's what's happening

right now.

We can take a look again, an

image posted Instagram got like

five likes.

If one of you five are out

there, thank you very much.

But again, I get to repurpose

that content.

What's happening now?

It's being scanned, tagged and

it's generating a caption based

on the content.

And also understanding the

style.

So I don't have to worry about

it, which is nice.

So we could wait.

This takes a couple minutes.

I'm going to jump out and go to

a model I already have created

right here.

So again you need as few as ten.

I got like over 30 here.

Have fun.

Drop them in there.

We could take a look at any one

of these right.

It's already tagged.

It already has that caption

caption and I can customize it.

But this is the exciting part

right in here.

Generate in Firefly.

That's what I want to do.

Oh, what am I doing?

Well let me show you.

Same exact prompt.

I'm not wordy.

I'm a visual person.

I want to type in something

simple, but this is the

exciting part.

If at any time I want to access

my model, it's right there.

Little drop down boom.

Pause.

Nature collages I got pause.

Graphic design.

You guys have split

personalities like me sometimes.

Like my illustrator style is

different than my Photoshop

style.

You could have multiple styles

in there and then you could

also have content generate.

And what do we have?

What do we have here?

Well, pretty birdie, feel free

to clap for this.

I'm excited.

Where did we begin?

Where were we were over here.

Oh that's cute.

This is what I'm talking about.

This is where I'm at.

Absolutely love it.

You're gonna go nuts.

Trust me.

Block out the rest of the day.

Just send everybody to

voicemail.

You will go nuts again.

I'm just horsing around at this

point.

Just playing.

Guys, look at that.

You jelly, you jelly!

I'm a jellyfish.

You shouldn't be.

You could make this stuff too.

It's so much fun because you

too can do this stuff based on

bad puns.

That's right.

You have the time.

It's so much fun.

Again, kind of scrolling down.

Oh, this one I would say.

Yeah, these are nice.

I'd say this one turned out

pretty well.

Thank you very much.

I'm with the right people.

Based on puns.

Having fun extending your style

in new ways that might get a

little weird.

That's okay.

I don't know if I was hungry.

Who knows?

But this is the power of what

you could do with your own

custom models and what I've

ended up doing is I end up

building this whole, like,

library.

This, uh, like a whole animal

kingdom of assets that I could

use at any time.

So this is fantastic, right?

Forget whatever generating

other places.

I'll come in here.

I'm going to shift gears,

because now I'm in Photoshop.

I have all these assets.

Here's my cute little birdie.

Right.

And then just to drive home the

point, guys, I'm so used to

placing each and every flower.

I will continue to continually

add those details because I

love doing it.

Maybe I'll leave that right

there, but this is the idea

I've realized as a designer my

whole time designing, I've been

working in creating these

little scenes that are like

this big, and what custom

models has really enabled me to

do is open it up to whole new

worlds that I don't even know

if I'd attempt this prior to

custom models.

This is where you clap.

Thank you everybody!

So much fun!

I hope you feel empowered made

open up whole new horizons for

you.

Thank you so much.

>> Thank you Paul.

So to summarize, just upload a

few of your own assets and

we'll tune a model for you.

And the best part is all of

your models are accessible as

Paul showed as part of your

creative apps like Photoshop,

illustrator, Firefly, and more.

So sign up for custom models.

We're going to start letting

people into use this in the

next few days.

Okay, we've covered a lot

already, but suffice it to say,

when it comes to models, we've

got you covered.

Adobe Models, partner models,

and now your own personalized

models.

Put another way, all the top

models all in one place, all

integrated into your tools, and

they're included as part of

your Creative Cloud and Firefly

app plans.

All right, so let's shift gears

from generative tools.

And now over to conversational

experiences with AI agents.

If you if you've used something

like ChatGPT, which I suspect a

few of you have, then you know

the power of conversational

experiences.

But when you apply

conversational experiences to

creativity, we believe the

right approach is a blend of

language and direct

manipulation.

So when it's natural, you can

tell your application what you

want and when it's easier, you

can just do it yourself.

You get the simplicity of your

own words without giving up the

power.

The precision and the pixel

perfection that you expect crea.

So let's take a look at the

conversational agents and

understand how that works in

the world.

Let's start with Adobe Express.

As Shantanu talked about, Adobe

Express is a quick and easy

creation app that lets you

create anything you want.

Special social media posts,

flyers, pitch decks, videos and

more.

And it's a great place to blend

conversational experiences with

direct AI manipulation.

So please welcome Jordan, who's

going to walk you through the

all new assistant and

express.

>> Thank.

>> Hi everyone.

>> I'm working.

It's great.

I'm working on this invite and

I love the summer theme, but

I'm switching it up to more of

a Halloween feel.

Adobe Express is great for this

kind of project, and it just

got even easier with the all

new AI assistant.

The express Assistant is like

my own personal production

assistant, helping me get my

work done a little faster., and

It's great for specific tasks

like in this case, I need to

switch up all the copy for the

new info I actually just

got an email with all of the

new updates.

So instead of manually porting

these over for line with

the express Assistant, I can

just drop them in and have it

take care of that me.

>> Great.

So just to be clear, you took

an email and it talks about

changing the title, the date,

the time, updating the address,

reminding guests to wear

costumes.

One instruction, but it's going

to do all of this for you.

All these complicated tasks.

>> Absolutely.

And this yeah, this is the kind

of thing I want to offload.

So this is what I had before.

This is what I have now.

All of those new details saving

me a ton of time.

But on top of specific tasks,

it can also give me some

creative ideas and inspiration.

So in this case, I love the

summer color palette, but we're

doing a Halloween Halloween

invite, so I need to switch up

all these colors.

I could ask for like new color

palettes, get some new ideas.

In this case, I knew what I was

looking for and it gave me

exactly that.

>> And this is a great example.

Halloween.

What does it mean to have

Halloween colors?

So it understands the semantic,

the design elements, the

relationship between them, and

does all of that for you.

Now, Jordan, as we talked about,

sometimes you just want to do

direct manipulation.

Creativity is going to benefit

from these conversations.

But sometimes you just want to

do something yourself.

>> Which is exactly what I'm

doing.

I already have a background

saved.

I have some cute Halloween

icons, and I love these stars,

but I want a few of them to

stand out a little bit.

So with express, I can still

edit the few little things

exactly the way I want.

Like maybe I want a little bit

of a bone white from my skull

here.

So even using the assistant, I

still have full creative

control.

But I want to do some more

whimsical editing so I'm going

to use the assistant again.

I love this little summer

raccoon, but he's not quite

fitting my theme, so I'm asking

the assistant to change him to

be wearing a Halloween costume,

maybe holding a little pumpkin,

and also blur the background

for me so that my main subject

really stands out.

I love that I can use natural

language like I'm not a prompt

wizard, so I asked for exactly

what I said, and I also love

that even with all the

different partner models, the

express assistant is choosing

the best one for me, so I don't

have to be a pro.

It's looking at my prompt,

deciding exactly what it should

use, and I'm so excited!

Oh my gosh, we have a little

cartoon record.

>> Here!

>> Great.

>> And maybe the best part here

too is that it understood that

the conversational element was

asking for one of the things of

the background to be blurred.

As an example, and it gave you

a slider because sometimes and

UI elements is just easier than

language.

>> Exactly.

So I still have full creative

control over exactly how much I

want this to be blurred.

I think that looks great.

And then one last thing before

I go, let's add some animation.

So again, just like with the

image prompt, I'm saying

exactly what I want.

I want all the text to slide in

except something fun with the

word fright.

I want those letters to kind of

flicker in like a neon sign, so

I can just ask the assistant

for exactly what's in my head

and have it figure out how to

do that for me.

So again, it's great.

There we go.

I have all the letters sliding

in and a really flickery neon

sign.

There we go.

Let's watch that one more time.

Oops.

Let me get this out of the way.

Here.

Awesome.

There we go.

So in just a few minutes, I

combined my own creativity with

the power of the assistant to

fully revamp this flyer.

I can't wait for you all to try

it out.

>> Thank you Jordan.

Thank you.

>> All right, so what Jordan

showed.

I hope you get a sense of how

we're approaching it by

combining direct manipulation

with language as input.

And we think that can be a huge

game changer.

Anyone interested in seeing

that in Photoshop?

Or over to Emma.

>> Hi everyone.

I'm here in Photoshop Web and

I'm going to be using the new

AI assistant.

So let's put it to work first.

I'm going to use it to give me

a head start on my project.

You know, the photos I take

normally need a little bit of

love.

My sky here is a little washed

out.

I'm going to need to create

some masks.

This is perfect for the

assistant because it can get me

started on all of those things

at once.

I'm just prompting it in the

right panel here to decrease

the brightness of everything

except the subject and increase

the saturation of the entire

image.

.

>> And it's amazing.

You can see here it's actually

starting to, with one prompt

starting to look at the prompt,

understand it, reason over it,

and the AI assistant has

decided to create a mask,

generate a layer, do it all

non-destructively so that Emma

can go and fine tune it right

after.

>> Exactly.

It's still giving me full

creative control so I can go in

and tweak things.

However I like.

I mean, talk about a glow up.

Here's the before, and here is

the after.

The assistant just coming in

clutch giving me that head

start that I needed, and

imagine how much time this

would save me with five, ten,

50 images and actions, right?

>> Absolutely.

And what what?

Emma just showed and what

Jordan showed is how you can

use the AI assistant to ask

your application to do

something for you that will

save you time and again

non-destructively, so that you

can go and perfect it.

But what about advice?

Sometimes you want to just ask

it.

What can I do?

What can I make?

What can I improve?

>> So glad you asked.

So I think this is looking

pretty good.

I went ahead and dropped it

into this design that I've been

working on and like you said,

another great way to use the

assistant is give me a second

set of eyes can actually see

what's on my canvas.

Like I have some text and some

other elements here.

Of course I'm going to need to

share this with someone like my

creative director to get their

thoughts.

Before I do that, I'm going to

prompt the assistant just using

natural language and say, hey,

can you review my design?

Do you see any issues with my

text?

My composition, or my color?

Again, we're just making sure

that I didn't miss anything.

So let's see what it said.

Looks like the overall layout

feels balanced.

Raise the roof.

Love that.

Colors work well together.

Thank you for whoever said that.

Looks like my contrast is a

little bit low in suggestions m.

I can see that up here.

The assistant actually gave me

some really great

on how to fix that.

I have an idea though.

David, do you want to see what

I got up my sleeve?

I'm going to change this to

orange here.

Let's bring out the color of

the door.

Let's make this just a smidge

brighter.

Just like this.

Amazing.

Another example the assistant

helping me out, giving me a

second set of eyes.

So I can design with confidence.

Okay, so far I've used the

assistant to give me a head

start on my project and we just

saw give me really useful

feedback that I handled without

crying.

Thank you.

Got one more thing for you.

My layers panel is looking like

a total mess.

I know what you're all thinking.

I know what you're thinking.

Who let this girl on stage with

unnamed layers?

It's a rookie mistake.

I know, so I'm going to use the

assistant to make me look a

little bit better up here.

I'm going to give it one of my

favorite prompts.

Rename all my layers based on

my content.

Whew!

>> This is this is amazing that

AI assistant.

Wow.

This is this is what we

expected with the layer naming.

Yeah, it's looking.

>> At all of your layers.

It's doing a visual analysis.

And then based on that, it's

starting to me change the names.

>> The layers.

Exactly.

It's actually sees my content

and knows what's in them.

So it'll give really great

layer names.

Check it out.

Oh my gosh you guys.

My layers have literally never

looked better.

I know this is amazing.

And at the end here the

assistant is going to give me a

summary of all the layers.

It renamed for me.

So that is a quick look at the

new Photoshop AI assistant.

Thanks David.

Thank you all.

>> Thank you Emma.

>> Happy Max.

>> All right, so.

>> Layer naming.

Who knew that was a thing?

So, uh, so what you saw between

what Emma and Jordan were doing,

you saw complex reasoning.

Uh, the AI assistant can reason

over a single prompt and decide

to take multiple actions for

you.

Semantic intelligence, AI

assistant understood the

content that it was working on

so it could make smarter

decisions like adding the mask

that you saw.

Uh, that, uh, that Emma just

showed multimodal input AI

assistant cannot just respond

with text, but it can actually

respond with a UI component

like the slider to change and

blur the background when that

makes more sense and is more

appropriate world knowledge.

Jordan asked for it to create a

Halloween theme, and it

understood the images, the

colors, the fonts associated

with Halloween.

And finally tuned for creative

workflows.

It actually understands what

creative people want to do and

can start to suggest things for

you to consider.

Design layout contrast and

more.

And of course, you can ignore

it all as well.

Uh, your, uh, if you're

interested in signing up for AI

assistant in Express, or if

you're interested in AI

assistant as part of Photoshop

Web, join the waitlist.

We're starting to let people in

this comes week.

Okay, so we're not done yet.

On when it to, AI

assistants.

We also know that people work

in multiple places.

So we're working to bring

everything that Emma and Jordan

showed you the same experiences

to other popular platforms like

ChatGPT.

We're particularly excited

about OpenAI's approach to

conversational experiences

because they're supporting

embedded UI experiences, which,

as I mentioned, is a critical

part of the creative process.

So please welcome Danielle to

walk you through a sneak of

what we're working on for

express and ChatGPT.

>> Awesome.

Thanks David.

Hi everybody.

So, so excited to be here and

to be sharing this.

It is really, really cool.

So, um, I am planning a

fundraiser this weekend for a

local animal shelter and I need

to come up with a flyer design.

Now.

I want ChatGPT to help me come

up with a few funny taglines to

use in my flyer.

And so I've provided some of

the event information.

The time, the location,

everything like that.

And let's take a look at some

of the different ideas that

this has come up with.

So we have, uh, pause for cause.

Not bad.

Very punny.

Unleash the fun.

It's rough job.

Uh okay.

Some of these are more

interesting than others.

I like the first one in

particular.

Uh, so I'll say I like the

first one.

And at this point, this is when

I would really love to continue

to brainstorm my ideas.

And I want to do that visually.

I would love to use Adobe

Express.

Well, typically I would have to

open a new tab, right?

Head over to express work back

and forth between these two

applications.

Well, now I can use Adobe

Express directly within ChatGPT,

and that's exactly what I'm

going to do.

So I'm going to go ahead and

select the express application

type in, create a new flyer.

Yes.

And there we go.

It's as simple as that.

This is searching Adobe Express

designs.

And I'm going to take a look at

again just the context I've

already provided.

I'm able to stay directly

within the context here on

ChatGPT, and I get back a few

designs.

All right.

Let's take a look through these.

Um, I have a few different

options we have, like this cute

dog and cat snuggling together,

which is really cute.

Um, and so these are

really beautiful.

Um, if I scroll down here, it

looks like I can actually fill

in one of these templates with

the content that I've already

provided.

And that's exactly what I want

to do.

So I'm going to go ahead and

just scroll up.

I liked this mint green one in

particular.

So I'm going to go ahead and

select that.

Now this is personalizing my

content.

So I don't have to go back.

Scroll up.

You know highlight all the

texts that I had.

Copy and paste that just so

forth.

I don't have to use any of the

text boxes, anything like that.

Um, it's really simple

to continue this thread of

thought that I was doing.

And there we go.

I have this with that paws for

a cause here, that ChatGPT

helped me come up with.

All right.

Now, at this point, I could

stop but I really want to

continue to push the

possibilities and I want to

customize this a bit further.

So I'm going to go

say change the dog to a golden

doodle, and I'll go ahead and

send that in.

Um, just think golden doodles

are the cutest.

Also, I would really love one

personally myself.

My husband's watching this and

I've been subtly, not so subtly

hinting at that.

So if you're watching this, I

will say less, but anyway, I

didn't have to go.

I didn't have to search through

like thousands of photos or

anything like now have this very

adorable.

Anyone would want Golden doodle.

All right, the background has

been removed for me.

The fur looks really

great.

So I'm loving this.

Um, it's looking really great

so far.

Um, I am noticing that that

mint green is a little hard to

see.

The paw prints, the contrast

isn't great, also just

going to say change the

background color to be darker

and less pastel.

And again, so easy.

All I have to do is just type

in exactly what I want and all

that tedious work is just

happening in the background for

me, and I'm just hoping to get

a little bit more contrast,

right?

Be able to see the background a

little bit better and Adobe

Express has given me that dark

blue background.

Not only that, but I have

embedded controls.

So that means I have this

inline color picker that now

allows me to select a few

different options and really

just take this to the next

level.

And of course, I can always

shuffle the colors.

I can get a few more options.

I do love a good teal, but I

think I'm going to go with this

yellow.

It just matches that sort of

golden doodle theme that I

really, I really love.

All right.

At this point, I do want to add

that last like flair to this.

So I'm going to say can you add

motion?

Because I would love to have

this just like a bit more

dynamic.

I'd love to catch people's

attention with my flyer.

You know, add a bit of

animation.

So hoping I get that text, like

flying in from the side or like

the dog coming in at the bottom.

I don't know, I just would love

a few ideas around how to add

motion and Adobe Express has

some really great, powerful

animation presets, so hoping to

just get back a few options.

And there we go.

I saw that it happened pretty

quickly, but we have that

animation coming in.

Let's take a look at it.

Even larger.

And again, I have those inline

controls so I can look at all

of the different animation

options.

This one's kind of sliding in

from the bottom, but I like

this first one in particular.

So I'm going to go ahead and

stick with that.

So really quickly I'm able to

kind of brainstorm my ideas and

come up with this final flyer.

And of course at any point I

can actually edit this and

launch it in the full Adobe

Express editor to take my work

even further.

So that is the

possibilities of Adobe Express

with ChatGPT.

Thank you.

>> Thank you Danielle.

So what Danielle showed is just

the beginning.

We have an incredibly rich set

of capabilities across imaging,

video illustration

photography, PDFs, and more

that we're going to be bringing

to these platforms.

And yes, yes, you did see

Photoshop in her drop down, in

case you were wondering.

So more on that and more

integrations with

conversational platforms coming

soon.

Okay, so integrated AI models

that keep you in control,

creative aware AI assistants

that help you accelerate your

creative vision.

So with that as the backdrop,

we have so much to show you

today.

We already talked about how

express AI assistant is going

to transform creation.

Up next, we're going to have

Eli Greenfield, and he's going

to walk you through ideation

and creation in Firefly Depo

Subramoniam is going to then do

a deep dive on creation in our

Creative Cloud apps Photoshop,

illustrator Lightroom

premiere, amazing performance

work.

A lot of quality of life

features as we call them, and

some AI features embedded into

those.

And then Allyson Blaise is

going to wrap things up with

how production and delivery is

transforming businesses across

the globe.

So with that, please welcome

Eli Greenfield.

>> All right.

Thank you very much, David.

And hello, Adobe.

Max, it's great to be back here.

So I'm really excited to spend

the next few minutes talking to

you about the new ideation and

creation superpowers that we've

got in the new Adobe Firefly.

But first, let me set the stage

a little bit.

So, as David said, over the

past few years, we've all seen

this explosion in ways that

generative AI is showing up in

the creative process.

The sheer number of new

creative technologies that are

out there is absolutely mind

blowing.

But every new tool that you

bring into your workflow is,

well, it adds complexity, right?

Maybe you've got one model to

explore visual treatments or

another one to generate

particle effects, and yet

another one to fill in a video

transition.

This is all one more model to

understand.

It's another subscription for

you to pay for.

It's one more tab to keep

opening your browser, and it's

all kind of exhausting, right?

Okay, don't worry, we got your

back.

Adobe Firefly is here to help.

So with the all new Firefly, we

have built a single destination

that brings top industry models

into one easy to use space and

empowers you to throughout the

creative journey from

exploration and brainstorming

all the way through to creation,

production, and delivery.

So let's talk about how that

works.

Okay, well, first and foremost,

of course, Firefly is still

your single source to generate

amazing images, videos and

audio using top creative models

from both Adobe and other

industry partners.

But starting today, Firefly now

also includes a set of new AI

powered web tools for every

phase of creation, from Firefly

boards, where you can

brainstorm your next project

with your team to an all new

conversational, image based

editing experience in a brand

new, powerful, web based

multitrack video editor.

And of course, we're Adobe, so

Firefly also includes one click

connections to other precision

tools like Photoshop, Web and

Adobe Express, so you can bring

those and their editing

features into your process as

well.

So let's go ahead and dive in

for a closer look, and we'll

start with the models that

power these new creative tools.

Now that starts, of course,

with the all powerful sorry,

with all the powerful,

commercially safe and

responsibly trained Adobe

Firefly models for video

imaging vectors, audio and much

more.

And today I am very proud to

introduce our newest Firefly

model image model five worth

clapping.

>> For.

>> Appreciate the clap.

Wait till you see what comes

with it.

Image model five excels at

generating realistic, highly

accurate human images with

professional grade lighting,

composition and rich textures

designed for real creative use.

Now these images are generated

at a native four megapixels,

and that's before upscaling,

which produces sharp, detailed

assets ready for you to put to

work and get into your

production flow.

Now.

Image model five also is able,

for the first time, to edit

images with just a prompt and

is remarkably accurate in

following your instructions.

Tell it to add a hat.

Maybe remove a or

change the color of a sweater.

An image model five does

exactly what you ask while

keeping the rest of your image

consistent.

And that's key.

In fact, image model five, we

believe, is the want the

industry and making precisely

the changes that you want and

only the changes you keeping ase

rest of your pixels the same

without changing them.

And of course, like all Firefl'e

commercially safe with a strict

commitment to responsible AI

development.

Now, if David said, of course,

there are many different

flavors of AI out there, and as

creators, you all need access

to the best tool for every part

of the job.

Right now, if you want to stay

on top of that bleeding edge,

you could go pay for a dozen

different subscriptions at a

dozen different websites, or

you can now use Firefly and get

access to a wide range of

industry leading models in one

place, with just one

subscription.

So making a video you can use

V0 luma ray, pika models and

more to get just the look that

you're going for.

Crafting an image.

Great pick from Google's Nano

banana or Black Forest Labs

flux or OpenAI's GPT image and

others.

Now you can choose exactly the

model you need for the job at

each and every stage of the

process, and freely switch

between them.

Now, speaking of the creative

process, more and more, what

we're hearing from all of you

and I think we're all feeling

is how particularly valuable

we're all finding AI in the

very earliest stages of that

creative process.

So that's for brainstorming and

to explore different approaches.

What we've heard one designer

call a search engine for the

imagination.

So that's why we built Firefly

Boards, which is our

collaborative tool for

gathering inspiration for mood

boarding and exploring ideas,

sharing them.

And finally executing on a

creative vision.

Now boards is incredibly

adaptable.

wever, your brain works, you

and your team can build a board

that gives you the freedom to

explore while capturing and

sharing your vision along the

way.

So let's take a closer look at

that here to show you the new

features that of Firefly boards

in action.

I'd like to welcome back up one

of my favorite designers, Mr.

Paul Training.

Paul.

>> You're too kind.

Thank you so much.

Good to be back here.

Because guess what I get to

talk about Firefly boards now.

What is Firefly boards?

It really is just your creative

playground for ideating

visualizing brainstorming

anything that you want.

Right?

So again, your creative

playground right?

Not only creating but also

collaborating.

So think about any project you

want to make.

Logos branding mockups

moodboards, storyboards clear

down to the pitch, right?

We have all that, all created

in boards.

Of course, shoes.

Let's move on.

It's awesome.

So let's move on to a fresh

board, shall we?

Right in here.

This is where I want to begin.

And again, it's a playground.

Start with your own toys, your

own assets, your own designs.

Maybe designs or content that

inspires you.

Drop it in there.

And even from here, we can take

this and clean it up like so.

Right.

What do I have in here?

Jumping in.

We got our illustrator file

right there.

We got our Photoshop file.

We got a video file.

Right.

I don't know why it's play withs

super fun.

It's not only about dropping in

images, it's about creating in

here.

Right.

And that's what I want to do

right now.

Creation in brand new in good

old boards.

What we have is we have the

ability to use presets, presets

are like little recipes or

basically little shortcuts to

do anything you want.

I encourage you to scroll

through this.

I feel like they keep adding

things, but let's play with one.

Hey electric party!

If it says party, yes, select

it.

Select an image of this guy.

Gray on gray on gray.

Let's help him.

Right.

Generating electric party,

which give me Twilight to diner

vibes with iridescent outfits.

It's going to get a little

embarrassing for me, if you

don't mind.

I'm just going to kind of

scroll over, please.

I don't know why I'm doing this,

but, you know, they make me.

Oh yeah.

Fashion forward faux fur.

See you at the Max bash.

Hello, made, made from real

Muppets.

Oh yeah.

Look at this.

Come on now.

Rocking the platform heels.

I'm finally six foot.

Everybody.

I love it, so make your dreams

come true.

At least visually, for a little

bit.

Super fun.

But just.

It just helps out so much using

those little recipes or those

little shortcuts to create

content.

But I'm gonna get down to

business right now.

What do I want to do?

Just kind of create quickly?

So many cool things in here.

Restyling.

Let's grab say that image of

that astronaut and the image

off to the left.

And then I'm just clicking

generate.

Don't need a prompt, just need

an image.

It's going to generate using

this particular image as the

style.

So that's what's happening

right now doesn't break my flow.

I can click to generate a

couple more times where I can

start to see these come in.

I can kind of pick one, right.

And we're just getting started

right.

Here it is matches what we have

going on up here.

So this gets to be really fun.

You can start exploring things

and all I'm doing is restyling

kind of picking I don't know

we'll go with this chromatic

one right there.

Generate generate hit that a

couple times.

Zipping around pushing it I'm

like, hey, let's try.

You astronaut with that graphic

style.

I don't know what's gonna

happen there.

We're gonna find out together.

What about that balloon animal?

So just generating based on all

these images, you know,

Photoshop, illustrator files.

I'm just going nuts.

And we can see those start to

load in right down there.

So again, just restyling

content just to get the party

started.

And now I'm just going to pick

a couple of these.

We could see them load in.

And I'm really challenging it

because I'm like I don't know

what to expect here.

But it has them loading in

right now.

Let's go ahead and place those

on the canvas.

Bam!

We have what how many we got?

Like what?

Five, six images that I can

work with.

And this is just the starting

point.

If you guys ever worked on your

initial project, you're like,

is this dumb?

Ever thought that is this dumb?

Or is it cool?

That's when I want to introduce

collaboration.

I'm like, help me, designer

friends.

Collaboration in good ol boards.

So, uh, this is where I invite

my designer friends can invite

all Kelsey Slay.

You'll see her later.

Absolutely.

Love her.

If you don't love her.

I.

You don't know her.

So here we go.

Inviting her to edit this with

me.

Other designers to collaborate.

Michael.

So you'll see him later.

He's in here as well.

He's probably creeping on my

board somewhere, generating

content, adding comments.

Oh, there he is.

You see him creeping around?

Perfect right?

And he could be doing his thing.

I don't know, unsupervised.

I guess we'll see what happens.

But I'm going to move on right

over here.

Selecting a couple of these

images, because it's not about

just kind of like throwing

ideas at it, but really

refining things as well.

Because this is a case where

I'm like, okay, this image has

potential.

I want to kind of explore it

further.

Guess what?

Edit it using the model of your

choice.

Jump in there right for the

scene, because I think it'd

make cool alien landscape.

And I want to add and I want to

add an astronaut.

Not any old astronaut.

I want one that's this

astronaut.

Put that astronaut in there.

Oh, guess what.

Not any old colors.

Colors from that image right

there.

And we'll generate a couple

times like so.

Okay.

So what's happening now?

I picked an image.

Picked multiple images, put

them together.

But keep the integrity of them.

And what am I using?

Well I could use Firefly, but

part of the flux Gemini image

and GPT, I like all these

partner models.

I keep scrolling, pick the one

you want.

We want to give you that

creative freedom to pick what

you but everything is in

one place, which makes it

really powerful for me.

I don't have to hunt social

media for what new hot

platforms out there, just like

right here.

So we'll wait for that.

That's going to load up.

And the whole idea is, is keep

the integrity of this image

right here.

And again, that's what's

happening right now.

We can see them load in.

Let's pull out one right.

This is exactly what I asked

for.

It's okay.

Can we all agree it's okay.

It's all right.

It's exactly what I.

What I wanted I wanted to keep

the integrity of those images.

You're like, oh, maybe it could

be better.

Can you help me out?

Hey, give me variations.

More like this.

How many?

Two.

Four.

Six?

No.

What do we got?

16.

I don't know how we decided on

16, but give me 16 variations

of my astronaut.

They're like, Paul, you need

help.

Here's 16 for you.

That's okay.

While that's happening, we can

see over here Michael's

commenting.

Oh, I like this, homie.

Thanks homie.

Ooh, bubblegum astronaut.

I'm into that as well.

All about it.

We could see it right there.

Let's go back in.

Oh that happened really fast.

Too fast for me to scroll there.

But now I have 16 and hopefully

Michael can help me out.

Kind of define, say, the

astronaut.

It was I run away.

Where are you going?

Wait.

Where are you going?

Where are you going?

Where are you going?

Who that image?

Infinite canvas.

That's the only problem with an

infinite canvas.

Buttery smooth.

Hard to track him down.

But yes, he's bringing it to

this artboard where we're

having this visual exploration

of ideas.

And this is what I'm talking

about.

A creative playground for you

to just have fun and create

what you want.

All in boards.

Thank you so much, everybody.

>> Thank you very much, Paul.

So as Paul showed, boards is a

great collaborative space for

collecting your ideas,

experimenting with content,

layout styles, remixing

different approaches, and then

executing on a vision.

And with that new presets

feature.

It makes it quick and easy for

you to explore.

Latest styles and trends.

As a starting point, and then

adapt something that

really resonates for your

project and your look and feel.

Now, once you've got your idea

all locked and loaded.

It's time to go to work.

Creating gathering generating

your assets you need and then

putting them together into a

killer final result.

Now, if you use Creative Cloud,

which I know a lot of you out

there do.

Everything that you've

developed in Firefly, your

generations, your content, your

boards, it's all easily

accessible when working with

applications like finish Photosd

Premiere.

But now you can also take a

project from start to

right in Firefly, using our web

based editing and creation

tools.

You can make edits to any image

just by describing what you

want to change in the new

prompt based image editing

experience.

Or you can assemble your

captured and your generated

footage in fireflies.

New powerful multi-track video

editor sequence.

Your story, build amazing effecd

perfect your audio with just a

blend of traditional and AI

editing tools.

With these new Firefly editors,

you can go from empty project

to finish content all without

leaving the assemble browser.

So let's now take a closer look

at those new editors to show us

just how easy it is to

great content with these tools.

I'd like to welcome up my

friend Lucy Street.

Lucy.

>> Thanks, Eli.

I have traveled all the way

from Wales to share these

goodies with you, so let's jump

straight in.

I'm in Firefly boards,

exploring some ideas for a

YouTube video.

I've spent a lot of time in San

Francisco over the last two

months, so I've brought in a

ton of my photos and videos.

See, I went to the Golden Gate

Bridge over to pier 39, and I

went to my very first baseball

game.

So I've started to bring some ct

of a storyboard.

I've been exploring some title

ideas.

I want a little transition,

maybe going from a sketch into

my video.

I got to remember to clean up

that audio, and I want to end

with a bang.

Something funky.

So let's start to put this

together.

Heading back to the Firefly

home and over to the brand new

Firefly video editor.

Now this is a lightweight video

editor and is going to be the

perfect place to assemble my

video.

I can get started with a bunch

of size presets, whether I'm

working for TikTok, YouTube, or

Instagram, but in this case,

I've already made a start.

So let's jump straight in.

So I've started to bring in

some of my clips.

We've got my title, a music

track from stock, and right

about here is where I want my

transition.

But I really wish those cars

weren't there.

So we're gonna head back to the

Firefly home and over to edit

an image, and I'm just going to

upload the frame my

timeline, drop that in and type

in my prompt, which is

literally just remove all the

cars.

Now I'm using the brand new

Firefly Image five model, which

lets me edit my images using

just a prompt.

So one thing it's great at is

maintaining the rest of my

image.

So it's just going to identify

the there.

Shadows remove them, but it's

going to keep everything the

same.

And I this way of

editing because I can be bossy.

And then the cars are gone.

Perfect.

This is going to be the great

spot to generate my image from.

So let's move over to the

generate tab, and I'm going to

switch over to Firefly Image

for ultra.

Change up the aspect ratio to

widescreen. I'm going to drop my

composition reference, which is

this lovely little image we

just edited.

Drop that in.

Remember to bump up the

strength because I really want

this generated image to match

my reference.

And now let's add in a style.

Now I can upload my own or pick

from all of these that are

right here in Firefly.

I think this one, I think

should work well.

And now let's type in our

prompt, which is just drawing

of a street in San Francisco.

Now it's going to take my

composition reference, which

was that image we just edited

along with my style reference

and my super simple prompt,

literally just drawing of a

street in San Francisco.

And this just gives me extra

control and precision when I'm

generating.

And there we go.

Look at that.

It's matched my composition

reference perfectly.

And this is going to work great

as the first frame for my

transition.

So let's share this straight

over to generate video.

You can see it's already

uploaded as the first frame.

So now we're going to go in and

we're going to add our second

frame which is again this shot

from my timeline.

And let's type in my prompt

which is transition slowly

morphing from sketch to image.

Let's change up the resolution

to 1080.

And this takes about a minute

to generate.

So we're going to scooch you on

over to one.

I generated backstage.

And let's play.

So we've got my sketch going

into the video.

Perfect.

Look at that.

Pretty cool.

So let's head back to my

timeline.

And over to my generative

history.

Now this is where I have access

to all of my generations,

including our lovely transition.

We're going to drop that onto

the timeline.

I'm going to open up my

properties panel.

Let's speed this up a little

bit.

Perfect.

And now let's play.

So you've got my transition

going into the video.

Look at that.

Yeah, definitely not lost.

I just created my own custom

transition that is mad.

So let's move on because I

recorded a little intro, a

little talking video in my

hotel room.

Let's play.

I'm in San Francisco for the

next two months on some top

secret Adobe business.

Can you guess what it is yet?

Can you guess what it is yet?

My demo on the Mac stage, but

that sounded awful because I

forgot my mic.

You can hear the aircon in the

background, so let's fix that

up.

Heading back to the Firefly

home.

And this time I'm going to head

over to enhance Speech.

And I've already dropped in my

clip.

Let's remind ourselves of how

awful that sounded.

I'm in San Francisco for the

next two months on some top

secret Adobe Business.

Are awful, so let's toggle on

enhance and I can change up the

speech enhancement and the

background noise independently.

And let's give this enhanced

one a play.

I'm in San Francisco for the

next two months, or some top

secret Adobe business.

Can you guess what it is.

>> Yet?

So crispy, so.

>> Clean, so professional,

perfect.

So head back to my timeline.

We'll do a little quick swap

crispy version in bad version.

Out.

Perfect.

Now you're probably thinking

that this takes up quite a lot

of space on my timeline.

Which means I probably started

to waffle somewhere.

So now I'd have to go in.

I'd have to make some cuts,

scrub through what, like here?

And keep scrubbing?

Where did oh, I do not have the

patience to do that.

Well, that's okay, because I

have the text based editor

which lets me edit my talking

videos just as I would with a

text document.

One of my favorites is it

highlights all of the pauses.

I can just select that on the

transcript.

You can see can you see it

highlighted on the timeline?

Well, now you don't because I

deleted it.

And that's how easy it is.

And as I play, it highlights

the words on the transcript.

And of course I've got to start

with the main spots.

So pier 39, Golden Gate Bridge,

Painted Ladies.

So that is probably where I

started to waffle.

So on the transcript we're

going to highlight this whole

section.

And just delete it.

It's easy.

Nobody wants to hear me waffle.

So let's play that back.

The whole weekend to explore.

Let's go.

Let's go.

Yeah.

So moving on.

My video is looking nice.

It's looking good.

And last step I have this shot

of this beautiful little turtle

mural.

But now I was taking it and I

can just imagine the turtle

breaking from the wall and

flying into the sky.

So we're gonna head over to

generate video.

And this time I'm going to use

veo 3.1 because I want to

generate not only the video,

but also the audio.

And let's add in our frame,

which is my pretty little

turtle.

Drop him in there and type in

my prompt and hit generate.

So this time I've got the

turtle slowly and majestically

breaks from the wall, huge and

weighty air, water and mist

spilling into the air as it

swims away into the sky.

You can hear the water

splashing onto the road below.

So again, this takes about a

minute.

So we're scooching on over and

I'm on a full screen.

This because you've got to look.

>> Yeah.

>> Yeah.

He broke free from the wall.

You've got the water.

>> You can hear it.

Perfect.

So one last time we're headed

back to my timeline.

Back to my gender of history.

Back to my favorites.

And we're going to drop in my

new little turtle.

We're going to get rid of our

still little turtle.

And I'm gonna unmute my

soundtrack, and we're going to

watch this back.

>> Yeah.

I have so much fun.

>> Creating my own custom

transitions and special effects

within Firefly.

That's it from me.

Thank you very much.

>> All right.

Amazing work, Lucy.

>> Thank you very much for

showing us all that.

I got to tell you, I have

worked with Lucy for a long

time now, and I am not a

creative professional, so I'm

always in awe of the creative

ideas that she comes up with.

The sketch to video transition

and that turtle flying off the

billboard even got a wow from

some of the producers backstage,

and they have seen it all.

So well done Lucy.

Um, I also loved how easy it is

now to see Lucy using those new

editors to be able to implement

those effects using the new

editors that we have in Firefly.

And Firefly is equally powerful.

Of course, working with audio,

as you saw Lucy made a cranky,

noisy voiceover sound like it

was captured in a professional

recording studio.

And as you'll see later,

Firefly can now generate a

custom perfectly timed and

royalty free soundtrack that

matches your video's vibe.

So with all these features and

more, we believe that Firefly

is really the best way to

brainstorm and create videos,

images, and audio on the web.

Powered by industry leading

models all in one place.

And there's lots more for you

to try that we weren't able to

show you here.

If you go to Firefly Adobe.com

now, now you can sign up for

access to the new video editor,

which is in public beta and

everything else we've shown

today is there for you to use

starting today.

In fact, we are so excited to

have you use the new Firefly

that we're making it even

easier for you to try it out

starting now through December

1st.

All Creative Cloud Pro users

and Firefly subscribers, which

probably covers a lot of people

in the audience here, will be

able to generate unlimited

images using any model from

Adobe or our partners right

there in the Firefly app.

So nano Banana flux, GPT image,

it's all there and it's all

unlimited for you to use

through December 1st.

It's worth clapping.

>> For.

But wait, there's more.

You can also.

>> Generate unlimited video

footage using the Firefly video

model on Firefly Adobe.com, so

head on over.

Give it a try.

Now, I really think you're

going to love it.

Okay, so to recap now, Firefly

delivers fantastic new AI

powered technology.

Whether you're creating with

our flagship desktop products

or these new Firefly web

editors and apps.

But as we all know these days,

more and more of us are

creating on the go right?

Especially with video.

Now, you're already shooting

footage on these beautiful high

powered cameras that we're all

carrying around in our pockets.

So why wait until you're at

your laptop to edit and post it

right?

Don't worry, we've got you

covered there as well.

With the all new premiere

mobile app on the iPhone.

Whew!

Okay, Premiere Mobile.

There was one clap I had to go

along with him and support him.

There.

Premiere mobile combines many

of the capabilities of premiere

on the desktop with fireflies,

generative and editing features

to create a powerful, intuitive

tool that helps you capture and

create high quality video

anywhere.

So with Premiere Mobile, you

can now do the kind of detailed

multi-track editing that you're

accustomed to, perfectly

reimagined, to work

effortlessly on your phone, you

can quickly edit down your

footage and then mix in

generated video, sound effects,

and music and do the kinds of

edits you saw Lucy do as well.

Right there on your mobile

device.

So let's go ahead and take a

closer look to show you how

powerful that combination can

be.

I'd like to welcome up my

friend Kelly Weldon.

>> Kelly.

Thank you.

I am so excited to be here in

my hometown of Los Angeles to

share premiere on iPhone.

The Ultimate Pro-quality video

editing app for creators.

And I'm a creator that loves

pro-level polish without

needing pro-level expertise.

So let's jump right in.

Here's a project I've been

working on.

First of all, we've got this

awesome vertical timeline.

It's fully resizable playback

and scrubbing is super smooth,

and we've got so many great

quick actions here, like this

one that helps me jump to the

next cut for quick and easy

editing.

This is so powerful, but so

intuitive.

So let's go to the home page.

We're going to start a new

project.

So I'm just going to import

some content from my camera

roll here.

If you're like me, you shoot

most of your content on your

camera roll and I'm making a

quick video about my interior

design style.

So great it created that

timeline for me.

Now I like to start most of my

videos with voiceover, and

normally I have to be pretty

particular about where I am

when I record, right?

Make sure no one's breathing

nearby, no dogs barking, but

with premiere on iPhone, I

actually don't have to worry

about that anymore.

So let me show you what I mean.

I'm going to record some

voiceover live right now, and

when I do, it's going to take

me a second.

So when I start recording, turn

to your neighbor, whisper

something nice.

I'm looking for a dull murmur

of background noise.

Okay ready?

Let's get started.

My interior design style.

Think natural textures.

Cozy, but contemporary.

I love grounding a room with

natural materials and mixing

old soul with new lines.

So that's my interior design

style.

What's yours?

Okay, that was pretty good.

Thank you.

All right, let's play that back

and see what that sounded like.

My interior design style.

Think natural textures.

Okay, I think you can hear

yourselves in the background.

Right?

So normally I would have to

delete this.

Go hide in a closet and

rerecord.

But this is where enhanced

speech comes in.

So let's toggle that on.

I'm going to turn background

noise down to zero.

That's right Lucy I can do this

too.

And what this is going to do is

remove that background noise

and then enhance my voiceover

for crisp, clear vocal quality.

And this is awesome because I

can record from anywhere just

with the mic in my iPhone.

So let's remind ourselves what

that sounded like.

Style.

Think natural texture so loud.

You guys did a little too well.

Now let's turn that on and see

what that sounds like.

>> Mind your design style.

Think natural textures cozy,

but yeah, works.

>> Like a charm.

Every single time.

I love enhanced speech for this.

Okay, so there's a part in my

voiceover where I'm talking

about my style and I want to

pop in some visuals that I

think reflect that.

So first I'm going to go and

grab a background image from

Adobe Stock.

Yes, I have access to Adobe

Stock right here in premiere.

I don't have to go anywhere

else for these placeholder

images and videos.

So let's go ahead and find that

background.

I'm lost a little here.

Here we go.

Okay, Mount Sara's perfect.

I have a couple of these in my

house.

Um, they don't look this good.

They have died a slow death.

I hope they'll forgive me one

day.

Cool.

That looks great.

I'm just going to clip this

down a little bit.

I do love that blurred

background, but I'm just going

to quickly fill that.

Great.

So now let's go back to my

camera roll.

And I'm going to grab some

images that I think reflect my

personal style.

Got these cute little Polaroid

ones.

Awesome.

Now this is where premieres

infinite tracks come in.

So it's super easy for me to

just click and drag to layer

these on top of each other.

Because what I want is for them

to sort of stagger in one at a

time.

So I'm going these down

here, get a little closer, and

then I'm going to stagger them

in one at a easy this is.

It's just so smooth.

I'm creating a sort of like

custom design here.

And then lastly I'm going to

resize them.

Of course you can see them as

they come in.

We got one two and three.

Let's fix this one.

Got a little too design small t.

All right.

So those are popping in one at

a time.

Beautiful I've got my little

custom infinite

tracks.

Okay.

So I do really like the

background image.

I chose, but lately I've been mc

elements and unique movement to

my content.

I really want to send my dog to

college.

Um, so I could go back to Adobe

Stock and try to find a video

that matches this aesthetic,

but I want to turn this image

into a video.

So let's do that.

I've got it leaves selected.

I'm going to go over to image

to video, and then quickly just

type the movement.

I want to see moving

gently in the wind.

Something chill.

Now this takes a second.

So I actually was generating

backstage.

I'm going to cancel that and

then go ahead and use my handy

dandy replace feature here and

grab the video that I generated

backstage.

So let's take a look at this

together.

>> Cozy.

But contemporary.

>> Okay, nice.

I've got that subtle movement.

So image to video just helps me

add that extra layer of quality

and polish to my content.

Awesome.

Now another way that I love to

add polish to my content is

through sound effects.

And I actually have a lot of

fun creating my own.

So let's go ahead and do that.

I'm going over to generate

sound effects, and again, I'm

just going to use a text prompt

to describe the sound.

I want to kind of camera

shutter sound as each image

pops in.

But I'm looking for really

precise timing with this.

So I'm actually going to

perform the timing to make sure

it's just right.

So quiet on the set this time,

please.

Click click click.

Embarrassing.

I usually have to sing that for

some reason.

Okay, so it's going to take my

vocal performance and my text

prompt to generate that sound

effect with perfect timing.

This is so fun.

I'm just going to add that in

quickly and let's play that

back together.

Let's see.

>> Cozy.

But contemporary.

Look at that.

.

>> Awesome.

So I've got that super precise

timing, custom sound effects.

I think I'm really going to

capture my audience from the

beginning.

Okay, let's keep moving here.

The next thing I want to do is

make sure that all of these

clips match each other.

And I did notice that this clip

is just not as bright and vivid

as it was when I shot it with

my phone.

So let's see what we can do

about this.

Let's open up the looks menu

and we have a bunch of

different Lightroom presets to

choose from here, to see if I

can kind of match that vibe

that I'm looking for.

But I like to get pretty

particular with my color

grading and adjustments.

So let's open up the adjust

menu and take a look at all of

the different options we have

here for color grading and

adjustments.

With premiere, this is awesome.

I think for this one I'm just

going to dial up the vibrance.

Yeah, I agree, dial up the

vibrance and saturation.

Great.

So that's beautiful.

It's a little bit brighter.

It matches these clips.

And I made the perfect

adjustments.

Okay.

So let's do some housekeeping

here to get this ready to post.

We need a soundtrack.

Of course.

And we have an awesome library

of licensed content right here

in premiere.

I'm looking for something

mellow.

Maybe jazzy, unexpected.

I know, um, let's see what

we've got.

Okay, let's test out moonlight.

Okay, I like it.

Do you guys agree?

Let's bring that in again.

Adobe Stock.

I don't have to go elsewhere

for music.

I have so many different

options here.

So let's pull that in.

And now I'm going to use a

couple of the quick actions

that I mentioned.

So let's split this down I'm

going to add a quick audio fade.

It is super easy with these

sliders.

And then before we play that

back together I need some

captions of course.

So let's go ahead and add those

quickly.

I'm going to pull that from the

transcription of my voiceover.

That premiere creates

automatically.

Look at how fast those popped

in.

It's so impressive.

So let's move these to the top.

And then I love going into

style here and choosing from

some of these pre-made animated

caption templates.

Let's go with this one.

I love the way it highlights

the word as I speak it.

All right, so let's play this

and see if we're actually ready

to post.

>> My interior design style.

Think natural textures cozy,

but contemporary.

I love grounding.

All right.

>> Nice, right?

This is definitely going viral.

If you don't agree, keep it to

yourself.

Okay, so let's export this.

We have so many different

export options I can even send

this to premiere on desktop if

I want to keep editing.

But this one's actually going

to YouTube shorts, so let's

export this.

So premiere on iPhone made it

so easy for me to create high

quality content quickly.

I'm so excited for all of you

to try it.

And it's available to download

for free in the App Store today.

Thank you.

>> Macrophages.

>> Thank you Kelly.

All right so to recap with

Premiere Mobile you can now

edit your own footage, generate

new clips.

Perfect the audio and visuals

of your story.

And export straight to your

social channels.

And as Kelly said you can

already download the premiere

mobile app on your iPhone today

for free.

And if you don't have an iPhone,

don't worry, we got the team

back in the labs as we speak,

developing premiere for Android.

Yay!

Okay, so if you're a video

creator like Kelly and you

finish your work, there is no

better audience for you to

share your work with than to

the billions of people watching

on YouTube.

Which is why I'm very excited

to announce another new

partnership today between Adobe

and Google with Premiere Mobile

and YouTube now coming soon in

Premiere Mobile.

That means you'll get access to

exclusive templates and

transitions to inspire and

enable you to create and

publish amazing content, right

to YouTube shorts right from

within the app.

So to learn more about the

partnership, I'd like to show

you a quick preview of what

that will look like.

And then welcome, welcome,

welcome up my friend Scott

Silver, who's vice President of

engineering at YouTube.

All right.

So Scott, welcome to Adobe Max.

I really appreciate you coming.

And join us up here.

>> Well, thanks for having me,

Eli.

It's my first time at Adobe Max,

so excited to be here.

>> It's a great show.

You're going to love it.

I got to say, I've been

thrilled to work with you and

the team on this new content

creation space in Adobe

Premiere.

For all of you, we are calling

it create for YouTube, which I

think is going to be a huge

help for anyone who wants to

create and share on YouTube

shorts.

I got to tell you, I know I'm

pretty excited about it because

I'm a big viewer of consumer

shorts.

Not so much of a creator.

I'm not sure my seven followers

really kind of qualifies me as

a top influencer, so I think

for everyone here, I'd love to

hear just your thoughts about

what the benefits of this

partnership is for.

You know, real creators on

YouTube.

>> Sure.

So while I'm not surprised

you're watching YouTube shorts,

um, there's about 2 billion

people who come every month to

watch YouTube shorts, and

there's 200 billion daily views

across the globe every single

day.

So I'm watching it on all my

devices, including my living

room.

Believe it or not, before I go

to bed, um, on my TV device.

Um, so we introduced shorts to

give anyone a lightweight way

to share short videos, and we

really want to meet people

where they are to make them

viewers and creators.

We want to make it simple for

them to create new shorts, and

that's what makes our

partnership with Adobe so

exciting.

We know many of our creators

are shooting video on their

phones, and the premiere

Mobile's precision multi-track

editing and the connections to

YouTube right there in the app

via trending content and

templates.

They can remix content and

produce standout shorts

anywhere they are.

.

>> So, um, so I want to drill

down on something you just

mentioned remixing content,

right?

And I think a big reason why

we've we've built this kind of

unique space in Premier Mobile

is to help all of our creators,

you know, kind of stay on trend

with whatever the latest styles

are.

And templates or, or effects

and transitions.

What's really working for

people on YouTube?

Shorts?

Um, but I'm curious, because we

have a lot of very talented

creators in the audience here,

how do you advise them on sort

of the balance and blend

between hooking into latest

trends versus really coming up

with their own unique creative

spin on it?

>> Sure.

So, um, any creator will tell

you that trends are important,

but their own authentic voice

is what really matters.

That's really what's at the

heart of YouTube.

And so you need to be able to

figure out how to add in your

own perspective.

So our hope is with our

partnership critters able to

see the latest hot trends right

inside Premiere Mobile.

And but they can put their

latest spin on those creations.

And once they share that

content on YouTube, other

creators will be able to see

those videos on YouTube shorts,

and they'll actually be able to

pull that template right from

shorts right into Premiere

Mobile and remix it in publish

that as their own short, thus

furthering the trend.

This new dedicated space in

mobile will help creators

everywhere get started quickly

with trending templates.

They'll level up their content

with exclusive effects and tell

their best story with a rich

video editing app.

What's most exciting and most

important about YouTube in the

future is that creators remain

at the heart of YouTube, and

I'm looking forward to see what

they create with this.

>> That's great.

So I mean, obviously we have

that in common.

We're big fans of all the

creatives here.

Um, so really excited to to

launch this together.

Um, thank you, Scott, for

coming up.

I hope you enjoy the rest of

the conference.

Thank you.

Great.

Thank you.

And then to all of you, these

exclusive templates and effects

for YouTube, they'll be coming

to Premiere Mobile soon.

So go ahead and check it out.

Remember you can download

Premiere Mobile today.

It's available on the iPhone

App Store now.

And it's getting rave reviews

from users who say that it's

easy to use.

It's fast and it's powerful, so

go give it a try and download

it for free.

Okay, so quick recap of what we

saw today.

The all new Adobe Firefly is

your one stop creative space.

It offers access to top AI

models and helps you brainstorm,

generate, create and edit.

Amazing videos, images, sound,

and more all in one place.

And on top of that, we've got

Premiere Mobile, which enables

intuitive, efficient and

powerful video editing on the

go.

And all of this can be used on

its own or as a great

compliment to our Creative

Cloud applications, where we

are bringing the generative AI

power of Firefly and other top

models to great applications

like Photoshop, Illustrator and

Premiere.

So now to show you some of the

most exciting things that are

going on in Creative Cloud in

those applications, I'd like to

hand things over to the

indomitable Deepa Subramanian,

Deepa.

>> Hello.

I'm so happy to be here in LA.

One of my absolute favorite

creative hubs in the world.

Always pushing the boundaries

and fashion, art, music, film.

It's just really great energy

working with a global creative

community every day to help

unlock your innate creativity

is something that is very

deeply meaningful to me and how

we continue to do that is what

we're going to focus on a lot

today.

As Eli and Paul just showed

Firefly boards gives the gives

you the creative freedom to

visually organize and explore

tons of concepts at once.

Of course, once you've honed in

on your idea, you move into

creation, which has always been

the sweet spot of our tools

across imaging, design, video,

audio, motion, 3D photography,

and more.

David shared how this is a time

of unprecedented new

technologies, opportunities and

choices.

We want to help you take

advantage of the incredible

demand for your content by

providing the power and

precision you have always

expected from our flagship

tools, while also implementing

AI in a way that keeps you in

control.

Complementing your skills, not

replacing them.

While we continue to expand

what is possible in our Pro

Tools with the particular focus

on performance, stability and

your quality of life, we're

also expanding the aperture

with Firefly.

Not only to help with ideation,

but to also assist in the

creation process as well.

When creating.

You've told us how important it

is that your favorite tools are

not only powerful, but

performant efficient and

highly controllable.

So you'll see today how our

core tools continue to get

faster with many of the

improvements that you have

requested, along with being

better connected in the rich

ecosystem that is Creative

Cloud.

And you'll see how we're

continuing to bring you AI

innovation that takes the

drudgery out of your creative

work, along with providing you

more choice with popular models.

Now integrated into our

flagship applications.

So let's jump right in and talk

about Photoshop.

Since it's launched 35 years

ago, Photoshop has been

industry standard in digital

imaging, standing for creation

power control, and precision.

And in many ways, Photoshop is

more important than ever before.

While generative models are

getting better and better at

producing amazing outputs, they

just can't do everything

Photoshop can do.

And the core reason comes down

to control in Photoshop, you

are an ultimate control.

You are handcrafting the edits,

which means you can maintain

content fidelity, edit

non-destructively composite

across layers, achieve pixel

perfect precision.

I mean, truly, the list goes on

and on.

So while the content creation

floor is rising with fast paced

innovation in generative models,

the need to create standout

content is more important than

ever.

This requires precise control

and that that is the soul of

Photoshop.

We are already seeing how much

you are enthusiastically

adopting new AI powered

workflows in Photoshop, like

generative Fill, which is one

of the top five most used

features in Photoshop.

In fact, two out of three

Photoshop users use generative

AI in their workflows, and we

love seeing how you're creating

across the full Creative Cloud

ecosystem, moving seamlessly

between Photoshop, Firefly, and

Express.

Bidirectionally.

We saw an example of this

earlier when Paul used Firefly

boards to explore ideas for his

project.

Let's see how he takes that

idea.

Even further by jumping into

Photoshop for more controlled

creation.

Please welcome back to the

stage Paul Trani.

>> Thank you so much.

Thank you.

Deepa.

Yes, I gotta finish the job,

which is why I'm here in

Photoshop.

In fact, I'm going to start

right here from the welcome

screen because right down here

we have generation history.

So everything I created earlier

is really just one click away.

We could jump in.

Don't have to clutter up my

downloads folder.

Now I'm gonna make two designs.

All right I have this one.

But before I begin and before

you begin, any project, it's

all about is this image usable?

Right?

Is it big enough for me to

actually use and explore my

design with it?

Because it's hardly even big

enough for Instagram, right?

It's not quite gonna cut it.

Well, introducing in Photoshop

we have generative, upscale.

This is amazing.

You said it right here.

Partner models Topaz.

Bloom.

Creativity slider.

If there's a creativity slider,

you crank that all the way up

right?

2 to 4 times the size.

save

That bad boy.

That's what's happening right

now.

Don't have to wait for it.

I'm going to skip over just to .

This exact same image.

Here's our before right in here,

we could see this like so.

And then we have our after

upscaled.

Yes.

Remember our before over here.

What is this?

Chocolate melted chocolate ice

cream.

Oh you're mountains I see it

now scrolling down right over

here.

You're like oh what is this

mush.

This is the creative upscaling.

It's like okay, it fills in

those details and those rocks

and everything where it needs

it.

Yes, salvaging images.

I could use this.

Now is what I want to do.

Hey, something for you.

You're not doing space stuff.

Something closer to home just

for fun, right?

Family photo time.

I know you have one of these,

right?

Everybody's looking pretty good.

My mom's the only one paying

attention apparently.

Right.

You have this at home, you're

like, oh, help us all.

Well, right in here.

Generative, upscale topaz again,

these partner models we have

Topaz gigapixel and face

recovery.

Right.

Maintain those characteristics.

Right.

And I can upscale.

So here's our before.

And there's our after.

Beautiful.

Right.

My mom is beautiful.

So this day she is beautiful

again.

You guys interested you guys

not interested.

You're not interested.

Little Paul.

Well clearly you're not

interested.

Wake up buddy.

He just wants to nap.

But this is so powerful.

Generatively upscaling images

with partner models.

So again, we got holidays

coming around the corner.

Just put that in the back of

your brain.

All right, let's move on.

Because right over here we're

gonna work on this design.

I said I need to make two.

So the first one's going to

basically be a little bit more,

um, sort of type type heavy.

So I'm just going to add some

text right in here.

Really fast.

I'll just add something and I

want actually like block text.

So jump in here I want that

means like I want each line to

basically be the same width.

Right.

And it's all this tweaking that

you have to do.

You go in, you designers know

what I'm talking about, right?

Adjusting accordingly.

Right.

And what we have the ability to

do is jump in and right over

here, dynamic text, click there.

Boom.

And let's go and fix this.

Let's go.

Actually a little more centered

right.

And there we have our text.

It's already justified.

And reflows nicely.

So designers you want this I

want this everywhere.

Now you want to highlight a

word or a piece of text or

whatever you have, sort of that

full control right there.

Okay.

But we're we're covering up our

little superstar right down

here.

Right?

This little astronaut, he's

like, what about me?

Guess we'll just take that.

We'll duplicate that layer, put

it on top of the layer sandwich.

Right.

Delicious.

Do a remove background.

Right.

And this is what I want for my

poster job one.

Done.

Let's move on.

I don't know much time.

Thank you.

Let's move on to another planet,

shall we?

Right over here.

Same situation.

Remove background.

Right.

It does its job right.

And in here.

I love Photoshop, right.

Because I could say, take this

and let's just do a little pin.

Pin.

I love the creative flexibility

that I have in Photoshop.

So much fun right?

Well, I guess what what what

what right okay.

Calm down.

I want the precision of

Photoshop.

There we are.

Precision.

Done.

But I love this flexibility

that I have.

The big thing I need to do now

is dive in and make him match

like he's looked like he's

actually standing in this

environment.

So Photoshop users, you know,

this means adjustment layers,

painting, stacking like all

this work to remove the the

blue and all that good stuff.

If was only an easier way,

there better be.

If you're bringing it up.

Paul.

Harmonize in Photoshop.

Click one button there.

I have my subject.

I have my background.

It's analyzing the background,

my lights, my darks.

What color is the light?

I don't know, I don't have to

worry about it.

What is my subject on?

What is the.

There's so many questions that

I have to actually figure out

typically.

And I'm like, you know what?

Boom.

Yes, yes yes yes.

Wait before after.

Don't tell your boss about this.

Right.

That's what I want.

You have choices.

Two you get to be our director.

If you like this one, this one,

this one.

Oh yeah.

I got a promotion.

Everybody's going to judge me

for the one I pick.

We'll go with this one.

All right.

It added that reflection down

there.

I could kind of clean that up.

Do what I need to.

Right.

I have that flexibility over

here.

I could see I have, uh,

basically the layer mask.

So I have, again, the ability

to kind of do any other edits

that I need to.

And that is harmonize.

It's, I swear, my new best

friend in Photoshop, it gives

me time to move on to another

planet.

Why not?

Right over here?

This guy in a seemingly lovely

flower, a valley, if you will,

and we're going to get a little

more creative at this point.

I'm thinking it'd be cool to

kind of jump in here, and I'm

just painting with the

selection brush, because what I

want is, I want vines crawling

up.

Maybe crossing over him and

flowers kind of climbing up on

his helmet, like so.

And using this selection brush

to control exactly where I want

these flowers and vines to go.

Now, what am I going to add?

I'm going to add in some pink

flowers and vines based on

whatever model I want to choose.

So partner models in generative

fill, flex, Contacts Pro,

Gemini 2.5.

Right.

Picking the one you want,

clicking generates and it's

actually going to go ahead and

take that.

I like that sort of freedom to

use these partner models.

Picking the one that's going to

be best for this job.

And I still have that precision

defining exactly where I want

this.

Oh, look at that.

Oh what incarnation happened.

Jokes people.

It's fun.

Look at this.

Covered in matches.

The flowers down there.

Right.

And this is generative.

Fill with partner models.

Right.

So that's looking pretty good I

like my little guy.

He's looking great.

Uh, let's just take this.

And now what I need to do is

kind of bring these two

together.

Because I have these two worlds.

So let's do that right now.

We'll just get creative.

I'll kind of flip this and kind

of work on this design a little

bit more with a little gradient.

As we can see, I'm just going

to blend these two together

okay.

So this is my second design.

If you think about where we

started.

Right.

We've done a lot.

Let's flip this world around.

Ooh.

All right.

Back to right about there okay.

So what we've done in a short

amount of time salvaged images

with generative upscale,

dynamic text reflowing it the

way I want.

Right.

Using harmonize on any object.

It'll just make it match.

Doing that job for you.

Generative upscale.

Using partner models.

We've done a lot, but we're not

done so much tension.

What's going to happen?

What's going to happen with

those two?

Guess what?

We could take this directly

from Photoshop into Firefly.

So that's what I'm selecting

now.

Anything you create in

Photoshop, just send it on over

and then you get to boss it

around, which is what I'm doing

right now.

It will load it up.

You could pick the model that

you want.

You get to be the producer or

the director, you know, and I

want two, you know, astronauts

meeting right?

I could frame this up any way I

want.

And again, I want them to meet,

maybe rotate, maybe do a little

zoom.

We won't wait for this.

I'll go ahead and click over

right here.

Let's see what's going to

happen.

It's exact same prompt.

Let's take a look at these two.

Whoa, whoa oh oh oh.

Did we just become best friends?

We did.

And you should feel that way

about Photoshop and Firefly.

Thank you so much everyone.

>> Thank you.

Paul.

You just saw how powerful it is

to move seamlessly between

creative ideation and able to Fy

boards into controlled creation

and Photoshop.

Notice how Paul was

explore his ideas further with

the additional choice of models

that we've integrated into

Photoshop, like how we use

Topaz to upscale family

portrait.

Very adorable, by the way, and

how he used Google's Nano

banana to power his precise,

generative fill edits.

He also showed how easy it is

to blend objects into any

background with the one click

game, changing harmonization

feature.

We also saw many quality of

life improvements in

performance updates, like how

resizing and reflowing text is

now dynamic and automatic and

faster in Photoshop.

And my absolute favorite

feature was when he took his

artwork directly from Photoshop

into Firefly.

Generate video and generated

that stunning cinematic

animation.

All of available today

in your Creative Cloud

membership, so go update to the

latest version of Photoshop and

see what you can create in

combination with Firefly.

Okay, let's switch gears.

Whether it's for digital, print,

or packaging and fashion design,

illustrator is industry

standard for graphic design and

illustration.

We've continued to work closely

with you to innovate where it

matters most to your

professional design work.

We've been steadily

transforming illustrators

performance and responsiveness,

making every common workflow

GPU accelerated and

multithreaded, and we're using

AI as a helpful ingredient to

unlock features that, frankly,

were not possible before.

We have focused on the big and

small things that improve your

efficiency productivity and

happiness.

By delivering hundreds of your

top community requested

features and fixes.

This year alone, these themes

continue with the latest

release of illustrator, so

please welcome creative

evangelist Michael Fragoso to

the stage.

>> What's up, what's up homies?

Haha hey, my name is Michael

Fragoso.

I'm a hardcore vector

illustrator.

Look at this.

This is what I do.

Oh what's up fourth Max.

All vectors?

Heck yeah.

All right.

This is my right.

And and I always start off max.

This way talking about

performance enhancements to

illustrator.

Look at this.

Look at my layers.

Am I didn't name my layers.

All right.

But it's all good because

there's a thousand of them.

Okay.

There's a thousand layers in

here.

Shapes, effects applied to it.

Just consider how big this file

is homies.

And watch this.

We have up to a ten five times

performance boost in object

manipulation.

So things like rotating is

super smooth.

Look at that.

Just glides there.

No frame rate hiccups

whatsoever.

Scaling I'm just going to scale

this from the center.

Ooh ooh.

Yeah.

Oh no hiccups.

Hey hey guys I'm about to be

ridiculous here.

Hey, I'm gonna zoom up really

quick.

Zoom out a 1000 shapes.

More like 3000 shapes.

A 3000 layers will subvectors a

considering all that.

Things like zooming in is super

smooth.

Oh, and then look at that.

Panning is smooth.

Things like.

Look at this.

We got we got raster effects.

We got vector effects combined.

And illustrator just handling

this file like a champ.

Heck yeah.

Performance enhancements and

illustrator.

Nice.

Oh yeah.

>> Oh.

>> Okay.

So, uh, this makes our lives

easier right?

But speaking of making our

lives easier, I want to talk to

you about my favorite kind of

update quality of life.

Okay, so I made this poster

right here.

Very grid based poster design.

You all think I use a snap to

grids and you know, do I use

that snap to grid smart grids?

You all think so?

Nope.

I don't, because look at this.

When I move this in there.

Oh look, it's like reading

stuff from like the multiple

artboards.

It's just giving me a bunch of

information.

It's not snapping to anything.

Well, watch this, homies.

I got this new quick access

snapping panel so we can turn

on snap to grid.

Ooh, snap to pixel point guides.

It's all there.

And if we want some more

options, we got some advanced

options here.

This is brand new to

illustrator.

Limit snapping, active artboard

homies.

Click on that and watch this.

Let me zoom up right here.

Let me zoom up real quick.

And move this in there.

Look.

Oh it's just it just

manipulates the current

artboard that it's in.

Boom.

It just snaps into place right

there.

Oh, I got nervous.

Hands up here too.

You know.

You know what I mean?

Heck.

>> Yeah.

>> We got visual updates.

You can see the grid as it

moves in there too, right.

And look at this.

It's a square within a square.

A hey, no problem man.

I got you.

All right, so watch this really

quick.

You want to turn?

You want to go free flowing.

You're done with the grid.

Just turn it off.

Quick access snapping.

Turn all those off, homies and

watch this.

Uh.

Oh.

Yeah.

Yeah.

Ooh you.

Oh!

Quick access, snapping panels.

All right, let's fix up some.

Let's fix up some text,

everybody.

Let's add some contrast here.

I'm gonna size this max up

because that's where we are.

We're at max homies, and I'm

gonna, uh, move that down right

there.

All I want to do is change the

color.

Okay?

I'm gonna get my eyedropper

tool, and I want this kind of,

like, mid orange.

I don't want this bright yellow.

I want it right here.

And I click on it and it takes

the entire property of that

shape.

I just want the color.

Watch this.

Hey, this is a very simple,

powerful update.

You hold the shift key, homies.r

picker and I just click on that.

>> Oh.

>> I got.

you with that color.

>> Picker.

Heck yeah.

>> Okay, let's change the font.

Okay.

We need to.

We need to do something about

this font pairing.

So this is brand new to

illustrator.

We now have the ability to save.

Look at this space.

Fonts.

Handmade fonts.

I'm going to go right here.

Oh, isn't that much better than

searching through 30,000 fonts

or so.

Oh dang.

Okay, fast to the max, homies.

I'm gonna zoom out right there.

Heck yeah.

Quality of life improvements to

the tools we use every day.

I love you guys.

Heck yeah, I got more, I got

more for the homies.

What's up?

I made you I made you all a

postcard right here.

This is from my handmade homies.

I'm gonna get my pencil tool.

Okay.

My hand draws out there.

You use the pencil tool, you

add a brush to it, you start

drawing, you get this blue line,

you're like, what's that?

What's that blue line?

And then you let it go like, oh,

oh, there's my brush.

I see, okay, what you want is

you want to see your brush as

you draw.

Right.

Well check this out, homies.

We got new live preview live

curve fitting.

I got nervous hands.

You know.

Yep.

Wait for it.

Hey, hey, I'm gonna adjust this

a super smooth watch.

This homies.

Oh, look at that.

It's like, just glide through

that text right■ç

You.

And then I'm gonna do one more.

I'm gonna do one more.

Sorry.

I could do this better.

I just have nervous hands, you

know what I'm saying?

All right, so that's a

preview pencil.

You're like Michael, hey.

What's up with this design, man?

What's up with that?

Well, check this out.

We're gonna select all these

pieces.

We're gonna select all of them,

and I'm going to show you the

ultra combo right here.

You ready for the ultra combo?

Intertwine homies.

Hit that make button.

Watch this.

A thread that needle.

Thread it.

Get under the H over there.

Get under.

Oh you.

Oh!

Live preview pencil in

combination with intertwine.

And now my postcard is ready

for production for the homies.

All right, this next one here.

This last one.

I'm really excited about this.

I made this for a client.

He's like, what's up?

Right?

And I started vectorizing the

body and I vectorized the head

and I vectorize some of the

background.

And my client's like, Michael,

Michael, wait wait wait wait

wait up.

Dude, uh, I like him.

You know, he kind of reminds me

of a mini version of you.

I'm like, okay.

Yeah.

And then, like, he's like, well,

the pose, you know, the pose is

a little static.

You know, we need to make it

more dynamic.

Can you just turn his head a

little bit?

Turn his head?

Take you, like two seconds, two

seconds.

I gotta redraw the whole thing,

eh?

He was probably right, though,

cause, look, we got this new

tool called turntable.

Look at this.

It's gonna turn our flat

vectors.

Oh.

What's.

What's.

Huh?

>> You all.

Whoa!

You wanna.

You wanna mess with me?

>> You wanna mess with me?

This is my client.

This is my.

My clients.

Like, no, I don't want.

I don't want none of that.

I don't want none of that.

Hey, hey, hey, I don't like you.

I don't like the confrontation,

man thing.

Hey wait.

Watch this.

Everybody so hit my command.

Why?

It's not just turning flat

images.

It's giving us editable vectors

in every angle.

You know, this is powered by

Firefly.

This is a type of AI that I

like let's get that saves me ti.

Gives me all that control you.

All right, rid of

this guy.

He's a little too aggressive.

He's a little too aggressive

for the Mac.

Let's bring his buddies in here.

You want to.

You want to see his buddies?

Yeah.

All right, look at this guy.

He's got.

He's got droplets.

He's got puddles.

You ready for level two?

He's like, can you turn these

puddles?

Can you turn the droplets?

He's like, yeah, you can.

Yeah, you can.

Yeah.

Uh yeah.

Yeah.

And this guy, he just oh he

just wants to dance for you all.

He's like, uh uh uh uh uh uh uh

uh.

Hey, we can change the

perspective here.

Look.

Hey, go from the top.

Hey, turn from the top.

Ooh!

Yeah.

Ooh!

Turn from the bottom.

Oh okay.

Okay.

He's getting okay.

He's getting a little too

excited.

Everybody.

He's getting a little too

excited.

He's about to explode.

He's about to explode, homies.

Watch this.

You ready?

One, two three.

Oh, wait wait.

Hold up, hold up.

Let's do that again.

Let's do that again, guys.

Hey, let's do it again.

It's all good.

It's all good.

Turntable right here.

Boom!

And then watch this, homies.

Um.

Bam!

Look at that.

It just exploded.

Every single angle that it

generated.

Hey, it's 100% vector two.

Heck yeah.

You are ready for level three.

You want level three, homies.

It's return of the client.

Return of the client.

He's coming back at me.

He's like, Michael, what's up

with those trees?

Dude, you lazy.

I paid you all this money.

And that tree's exact same tree.

Is that tree.

You know what I mean?

That's a green tree.

That's a blue tree.

That one's the same as that.

What are you.

What are you doing?

I'm like, bro, I'm sorry, bro,

you got me.

Let me.

Let me make you some new trees

real quick.

And make you some new trees.

Boom!

Turn em.

Hey!

I got you all right, I said

level three.

That's not level three, homies.

Okay, uh, we're gonna turn this

entire robot's world around.

Hey, are you ready for this?

You ready for level three?

Hey.

What's up homies?

Yeah.

Oh yeah.

>> Oh.

>> That is turntable.

Everybody.

This is available in beta for

you all to try out.

Hey, thank you, everybody, for

letting me show you some really

cool stuff up here.

Thanks Deepa.

Love you homies.

>> Oh, my.

>> Gosh.

>> That was awesome.

Michael's got a lot of energy.

Michael showed us so many

improvements that.

>> Came.

straight from your feedback.

Enhanced font, browser,

precision driven color updates,

more flexible artboard

management and smarter snapping

for smoother creation.

We also saw the updated pencil

tool.

Seem like you all like that now

with live preview giving you

that super smooth precision

while you're drawing.

And of course, AI

transformation with turntable,

which lets you rotate your 2D

artwork in 3D space without

redrawing it.

This saves you countless hours

when your client of these

inevitably asks you to just

rotate the artwork a tiny bit.

All updates are

available today.

In addition to dozens of new

features and performance

enhancements.

In the latest version of

illustrator, so please go check

it out.

Okay, let's talk about one of

my favorite Adobe applications,

Lightroom.

For decades, Adobe has been

paving the way with

groundbreaking photography

innovation.

Lightroom was one of the first

image editing tools designed to

specifically address pro

photographers workflows, and

we've been innovating hand in

hand with the photography

community ever since, pushing

the boundaries of what

Lightroom can do across desktop,

web, and mobile for the past

decade, Lightroom has innovated

on a host of AI based features,

and these have become some of

the most popular and fast

adopted features in Lightroom.

With over two thirds of

Lightroom users using AI tools

in their photography workflows.

Features like denoise AI

masking, and the one click

magic of generative remove to

instantly improve any photo.

And of course, when you bring

together the power of Lightroom

and Photoshop together, there's

pretty much nothing you can't

create to show us how Lightroom

is the most powerful

photography tool available.

Here's Terry White.

>> Thanks, Deepa.

I'm excited to be back on the

Mac stage and more importantly,

showing one of my favorite

products of all time.

And from what I hear, it's a

favorite of many photographers

out in the audience.

And that is Lightroom.

So I'm going to start off with

a couple or few quick updates

for all photographers.

No matter what level you're at.

Let's start off with this photo.

Hey, what's up pixels that that

work?

No, vectors better.

All right, so we'll keep it.

We'll keep it the way it is.

All right.

So you got a photo like this.

And you take it and it looks

great zoomed out.

But then when you print it and

you put it on a wall or a

billboard, you realize that you

should have paid a little bit

more attention because there

were dust spots in your image.

And this is actually dust that

was on the sensor.

If you change the lens out in

the field, it happens and you

just get dust on your images.

Well, thankfully now there's a

new, easier way to take care of

that right inside of Lightroom.

So I'm going to go to Lightroom.

I'm going to go to click apply.

And for the dust removal it'll

go through and use AI to figure

out where all the dust spots

were.

I count it maybe 5 or 10, but

in reality there were dozens,

if not hundreds of dust spots

that took care of for me.

Quickly and instantly.

I know what you're thinking.

Well, Terry, I don't know.

I don't really see anything.

Let's see.

Let's zoom in and let's click

and let's do a quick before.

Quick before.

A quick before.

Hang on.

There we go.

Quick before and after.

Just like that AI dust removal.

All right.

Let's move on.

And keep in mind you just clap

for AI.

I love that.

So let's keep in mind, uh, I

love distraction removals.

And let's go to my favorite

kind of distraction removal.

And that is people distractions.

We got this couple at the game.

There.

In a moment they're taking a

selfie.

There's a guy over there I wish

I had a person to take a selfie

with.

You can hear him thinking, you

know, thinking that in his mind.

And thankfully, Lightroom

understands relationship status.

So let's go ahead and click on

people.

It automatically detected the

person in the background.

That was a distraction.

It will just click remove and

also thanks to the updated

powerful Firefly model in

Lightroom, it does an amazing

job of removing him with one

click.

All right.

Next up I said Terry, that was

easy.

That was one person.

What if it's you didn't get up

early enough and you're shot in

Paris and I got people

everywhere.

Well, again, no problem.

Look how quickly it found the

problem.

And then we'll just click

remove, and I was when I first

tried this on this image, I was

like, there's just no way this

is going to work.

There's just no way it's going

to fix.

Oh, it did before.

After quickly and easily with

the AI removal in Lightroom.

Let's keep going.

Now, in this case, we have a

reflection problem.

And normally when I get

reflections and images, I toss

the image and start over again.

Because reflections are always

difficult to work with.

But let's go ahead and take a

quick look at the brand new

reflection and improved

reflection removal in Lightroom.

Now again, reflections can be a

distraction, but they can also

be something creative.

And before I could finish

saying that, it's already gone.

But you'll notice in this case

there's a slider because you

could use it as a creative tool

and bring back some of that

reflection.

There we go. if I move

So I can click and drag and

control how much of that

reflection is there.

Now, to the middle,

that's kind of where we started.

But you're saying, well, Terry,

that slider keeps going to the

left.

Why is that?

Because every true reflection

has another side.

All right.

Now I could sit here and do

that all day, but we got to

move on.

I'm going to bring back a

little of reflection for the

creative part of this.

But one thing still bugging me,

and that's that unbranded cup

there.

Let's just go ahead and remove

that.

And again, I'm using the new GA

or generative AI remove tool.

And again with one click.

When we say improved, if you've

used this in the past, you

might have gotten substitution',

you get it.

I understand she's nodding.

Yes, I get that.

I've done that before.

Well, now you can see it's

actually done a great job of

removing.

And those are just a quick a

few quick updates for all

photographers.

Now let's move on to my

favorite genre of photography.

And I was working with

portraits shooting

So I work with people all the

time in my studio.

Here's a shot.

Or here's a shoot I did with

Jimmy and Jimmy.

Um, normally I would come back

with 300, 500, 1500 frames per

shoot and I would have to go

through them one by one,

deciding yes, no, maybe.

Yes.

No.

Maybe for single shot.

And typically what I'm starting

off looking for is, is a shot

in focus.

Are the eyes open?

Did I miss fire?

Like things like that.

So let's go back to this and

and instead of me having to go

through them one by one, let's

go to the brand new assisted

calling, which is an early

access as of today.

Thank you.

All right.

So let's, uh, let's first of

all, I'm looking for subject

and focus.

Eyes in focus, eyes open.

Did I get any misfires?

Are there any exposure issues

as quickly going through

processing and finding the ones

that meet my criteria?

More importantly, it's showing

me the ones that didn't.

So it moved those into the

reject category so I can

quickly go look at those,

because maybe I want to check

the eyes work.

Oh yeah, I can see on this one

there's definitely an issue

with exposure.

Oh yeah, photographing that

person's feet doesn't really

count, but wait on this one.

I kind of like it.

What's wrong with it?

Oh, there's this one.

Met a score of 69 for your

subject.

Focus.

Well, if I look at that shot, I

might say, well, you know what?

I really like that I disagree

with you.

I'm going to mark that as a

select.

So you still maintain creative

control of your shoot, deciding

what you keep and what you

don't keep.

So that gave me 258 selects.

That's great.

But now I want to batch those.

I want to separate them from

the rejects so I can quickly

apply a flag, a rating, brand

new in Lightroom desktop.

As of today, color labels as

well as adding them to an album.

Now here's some color label

fans.

Yes, let's go ahead and move on.

I'm going to move these over to

my selects, and we'll just go

ahead and drop those in.

And once they've been dropped

into the selects.

So now we've got 258 to go

through.

Great.

However wait that's not good.

I still got 258 to go through.

And I literally only have like

a minute left.

So what I'm going to do instead

is go to part two of this, go

to my assistant calling, and my

assistant calling.

There's a second tab for

stacking and brand new visual

similarity.

Show me and stack the photos

together that when I went click

click click click click.

And there are ten that are the

same.

Put them in a stack so I don't

have to go through those

manually one by one.

So I even have a slider to

control how many stacks I get

so I can get down to my

favorite or best 24.

And the AI puts puts what it

thinks is the best shot on top

of the stack, saving me time.

And that is a quick look at the

new assistant calling.

Now, typically when I send

these off to the client, they

come back and they say, well,

Terry, here are the ones I

really like.

Can you retouch one for me?

And I usually do my retouching

right inside of Photoshop.

So let's send this over to

Photoshop from Lightroom.

And here we are.

And I will start the portrait

retouching process.

But in this case, Jimmy said,

hey, I love this shot.

I would love it if I could be

facing forward and I would

normally have to say, well,

Jimmy, come back into the

studio, let's set up another

session for you and we will

bring the same clothes and we

will try to get the shot you

want, because this was

impossible not long ago.

Well, you saw Paul talk about,

um, generative AI models.

And so I'm going to go in and

choose a model that's great for

maintaining consistency.

Gemini 2.5.

And we're just going to type in

a simple prompt, turn him

forward and maintain his hand

position.

And we'll just go ahead and

click generate.

Now that's generating again I

can't emphasize enough how much

this is saving me.

And not having to go back to

the studio and reshoot

something that I wish we'd

gotten the first time.

So quickly and easily.

Jimmy has been turned to the

first face, the front.

Here's my before.

Here's my after maintain as a

layer inside of Photoshop, so

I'll just save it.

And once it saves, I will close

it.

Head back to Lightroom.

Head back to Lightroom.

There we are and it will stack

it right next to the original.

I'll ungroup that stack so we

can quickly see our before and

our after here in Lightroom.

Delivering to the client

exactly the photo they wanted.

So with that, that's Lightroom.

Go download it today on your

phone.

After this download on your

desktop.

Thank you.

Back to you, Deepa.

>> Yeah, that was pretty cool.

You saw how Terry was able to

remove distractions like dust

and reflections faster than

ever.

Faster and better than ever.

And how the new assisted

culling feature helps every

photographer organize their

photos.

This is actually one of the top

requested features for from our

pro photographer community.

Now available in Lightroom.

In Early Access.

Terry also showed how easy it

is to extend your photography

toolkit and take your photo

even further in Photoshop.

Editing with the top AI models

to get the exact photo you

desire.

So go update to the latest

versions of Lightroom and

Photoshop and use all of this

goodness that's in your

Creative Cloud membership today.

Over the last decade, Video and

who can create it has exploded

from global cinema, episodic

television, streaming shows to

marketing videos and social

content.

The demand for high quality and

engaging video is truly

insatiable.

You have made us the leading

video ecosystem that provides

the best video, audio and

motion platform for

professional video editing, and

you continue to win awards

using our platform.

It's been an incredible year of

storytelling, powered by

premiere and After Effects.

Like this year's Oscar winning

Best Film, Honora Palme d'Or,

Best Film, it was just an

accident, and the gritty, Emmy

Award winning world of HBO's

The Penguin.

We've been busy the last year

and a half, making premiere a

fundamentally better

application, and our most

recent release is the fastest

and most stable version ever.

We continue to reinvent pro

video and audio workflows end

to end by improving premiere's

core editing capabilities,

enhancing color, upgrading

audio and effects, all to solve

real world workflow problems

directly on the premiere

timeline and really to give you

time back during the editing

process.

We're also leveraging AI where

it makes sense in your workflow,

like generative extend to

seamlessly extend video clips

and ambient audio or media

intelligence to help you search

terabytes of footage for the

exact clip, you need.

Together, these updates

streamline editing and

post-production and help teams

deliver higher quality content,

more effectively.

To show you the power of what

you can create with our pro

video and audio ecosystem right

at your fingertips, please

welcome dossier signs.

>> Thank you Deepa.

All right, buckle up, booze,

we're going on a creative

adventure across premiere and

Firefly.

I've been experimenting a

little bit with some

compositing and basic design

tricks with my own footage.

Adobe Stock and generated

Firefly video.

But first, I want to show you

some of my favorite new AI

powered quality of life tools,

starting with media

intelligence.

This is a new way to search

across your entire project for

the assets you need when you

need them.

So no more digging around the

project panel.

Bleary eyed at 3 a.m. no,

instead, I just need to type in

for skateboards.

Here we go.

That's what I'm looking for.

And immediately I get this

great overview of any related

visual clips, audio transcripts,

metadata.

This is awesome, but what I

love most about it is that I

can get super specific.

I don't just want skateboarders,

I want dogs on a skateboard.

Of course, right.

And this is what's great.

So here are all my results

refined now into this tiny

adorableness.

And this is the best part.

Okay, I can come in here and I

can start picking my favorite

clips in the order that I love

them in instantly make a rough

cut from them so that I can get

going and get to work.

Look at these tiny shredders.

They are so cute!

Look at that adorable.

All right, so that is a really

powerful way to work.

That is media intelligence.

That's available in release.

Okay.

The text panel has given us so

much throughout the years.

Text based editing, filler,

word removal and translated

captions.

And today it also gives us auto

bleep.

And that's for those times that

you simply cannot post a video

as is what.

>> In the cussing cuss.

That's son of a cuss.

>> Who.

?

>> Escandalo.

Okay, that is too spicy.

Ah okay.

It also would be super tedious

to manually have to bleep out

all of those cuss words, but

instead I've got censor word

filter.

Check this out.

All those sassy words are now

highlighted in my text panel.

Yes.

Woo!

That's what I like to hear.

And I've built up this

dictionary of naughty words all

myself, and so can you.

Okay, so let me show you how

quick this is.

We're gonna just click right

quick.

Boom.

And now let's hear that.

>> What in the.

>> Oh.

>> Ah.

That son of a.

>> Oh, it's so good.

Okay okay.

>> So the Bleep is good.

It's generic though.

And what I love is you can

enter your own custom sound

effect.

But we also have a couple of

other fun things to try out.

It's so fast.

Let's just try it.

Let's just try a few.

How about a duck quack.

>> What in the.

Oh, son of a cussing.

>> All right.

>> I'm gonna just say it.

That's cussing.

Awesome.

Somebody else can bleep that

out.

All right.

We're not gonna let all those

sassy words go through to your,

uh, to your captions.

Check this out.

We can censor them for you

visually as well.

That is just such a great

feature.

That is auto bleep available in

beta today.

Cool.

All right.

Another really cool.

Yes.

Give it up for the.

team that built.

>> This.

This saves so.

>> Much time right okay.

Another really exciting feature.

We have this new film Impact

Tools.

This is over 100 new effects.

Uh transitions, motion presets,

all to help you stylize your

video.

One thing I love about this is

I just love that I can hover

over these thumbnails and just

get a sense of what these

effects can do for me.

So let's put them to work, okay,

I've got this footage here that

I shot under the sea, and, uh,

I just it's cool, but I just

want to glam it up.

I want a little more sparkle.

So this is another one of my

favorite things I can favorite

my effects.

So I can, you know, there's a

lot.

There's a lot of them.

So let's filter those down.

I'm going to add a glint.

I've actually already got one

already.

Kind of going here for y'all

because this is the thing.

There's so many beautiful

parameters that you can use to

really customize this and make

them your own.

So check this out.

Look at that.

That is so beautiful.

I'm loving this sparkle motion.

Let's look at that again.

Without your.

And then with yes, I love it.

That is the pop that I was

looking for.

Okay, so now I'm gonna hit you

with a bunch of transitions and

a bunch of these presets

because I can.

Okay, here we go.

All right, we got the glint.

We got a zoom blur.

We got some volumetric rays.

How about a chromatic burn?

A roll transition, some light

leaks.

Why not?

And then here we go.

Let's just stretch.

Stretch it out.

What a beautiful transition.

And I just love.

Did you notice these are GPU

accelerated?

They played back in real time.

They're so fast.

So you can make them your own.

Go play have a good time.

Make your video fun y'all.

Those are the new film Impact

tools and those are available

to you in release.

Go check them out.

All right.

>> Cool.

>> So now let's get to the fun

part of this.

All right I have this video

here.

And I want to do something fun

again.

I'm experimenting I want to add

some whimsy to this, but it

kind of ends just sort of

really anticlimactically.

So this is a perfect

opportunity to take this

footage over to Firefly.

So I'm going to export that

still.

And we're going to head over to

Firefly and import that shot in

Boop.

Here we go.

And I'm gonna use one of our

new partner models.

So Ray three is really good for

physics.

So I've got a skateboarder I

want something more exciting to

happen in that shot.

Either I need the camera to,

like, do just a better movement,

or I want him to do a nice

trick.

Perhaps an Ollie, as they say.

Uh, and so we're gonna scoot

you on over as Lucy says, and

I've got one baked for you here.

And check this out.

Boom!

That is so cool.

That is way cooler than how it

previously ended.

Cool.

So I'm gonna go ahead and use

that in.

I've already got it in my

project.

And let's go ahead and bring

that down into our sequence

quickly.

I'm going to use the properties

panel, fit that in, and let's

look at that okay.

Cool cool cool.

And then now we have a cool

ending.

So now I can add some whimsy

okay.

Now I'm gonna nest that

sequence.

I'm not even gonna have to

re-export it.

I'm a nested sequence.

And now I get to show y'all.

Oh, last year I got to show

y'all a really killer new tool

called object Selection.

But it was sneaky, and nobody

could use it except for me.

But now I get to share it with

everybody.

This is available in beta,

y'all.

Hang on, let's just undo that

real quick.

Oh, the nervous mouse up here.

It's real.

It's real.

Michael was for real.

Okay.

And we're gonna track this

right here in real time.

Okay?

So it's gonna basically,

instead of me taking the pen

tool, going frame by frame or

rotoscoping this out, spending

so much time in 20s, y'all,

this is done.

This is so wild.

That is so wild.

Let's take a look at the

results.

I believe this.

Look at this.

It's gonna actually track the

skateboard as it moves through

the air too, which is really

wild to me.

Boom.

Cool.

And of course, I could spend a

lot more time cleaning this up

because I have it now, right?

But for the sake of what we're

doing, we're gonna move on,

okay?

We've got plenty here, so

hearkening back to the layers

sandwich, which Paul Trani

loves to talk about, well, I

learned it from him.

Okay, so we're gonna have our

mask shot.

We're going to bring back our

background.

And then I've got another shot

in here that I basically had

voodoo for me, and I wanted to

use it sort of like a particle

generator.

So I had to do these, like

flying paper, origami cranes

and look at that whimsy.

Look at that.

My video is so magical.

Now I'm just having so much fun.

Put him in the clouds.

Why not?

All right.

But here's the deal.

I snuck away into After Effects

and I did a couple more things.

Don't tell anybody, okay, so

added a little track matte and

then check this out.

These are the this is the

extent of my design skills.

Three circles.

Okay, I said basic.

I said basic design skills.

All right.

So what do I need now I think

this video is sufficiently

whimsical.

What do I need?

I need a jam I need some music.

So for that we're gonna head

back over to Firefly.

And I've got this new tool

called generate Soundtrack.

And so this is going to analyze

my video.

It's going to give me a vibe

prompt, which I love because

I'm really terrible at

prompting.

It's gonna look in my video and

kind of decide like what it is,

what it's for.

This is going to give me a

universally licensed music

across all platforms any day

now we're going to find out

what it thinks about my video.

Here we go.

All right.

It's cool.

It's a complicated video.

There's a lot going on I get it.

Okay.

So it says it's dreamy and

energetic.

It's gonna have some synthwave

and it's a lifestyle video.

You know, I'm a little hurt

sometimes.

It says it's art and I'm sad

that it didn't this time.

Um, this is another thing.

You can go in and change all of

this, though, you know, you can

change the energy.

I really like all of this.

So we're gonna go ahead and

generate that and see what kind

of jams we come up with.

All right, here we go.

>> Okay, well, that is

definitely a rave.

I like that, okay.

>> All right.

How about track.

>> Two?

>> Ooh, a little more disco.

Okay okay.

Y'all are gonna help me decide

on which one we're doing.

What about track three?

I don't know, track three?

No, I don't think.

>> So.

Also.

Hey, I think it's track two.

Let's go disco, y'all.

All right, that's generate

soundtrack.

>> Find your frequencies.

Come see me at the booth.

And now back to you, Deepa.

>> Nice job.

Dasha.

Dasha showed how premiere is

getting better and better with

many time saving features.

I love how easy and fun it was

for her to censor swear words

and create unique transitions

and place subjects in really

any background with the new AI

powered object mask.

She also showed the addition of

nearly 100 new GPU accelerated

real time effects directly

available for you to use on the

premiere timeline.

And lastly, dossier used the

Firefly app to just the

right shot with the exact

effects and soundtrack to make

her edit just perfect, all

while stitching those component

pieces together in the even

more responsive premiere

Timeline editor.

The latest version of premiere

is waiting for you today in

your Creative Cloud, so go

update to that and we'll love

using Firefly to create just

the right ingredients for your

video to shine.

Okay, we just saw so much,

let's just take a moment to

recap.

Paul showed how easy it is to

use Firefly boards to explore

and capture the full intent of

your ideas in a single space.

So you can better sell your

concepts to your clients and

your stakeholders.

We saw how core creation is

getting better and better in

Photoshop illustrator

Lightroom, and Premiere with

numerous quality of life

improvements and faster

performance and UX Snappiness

you saw how we're holding AI in

as an ingredient in workflows

to help you stay at the center

of your creative process with

more control and choice than

ever before.

And you also saw how you can

expand your creative toolkit by

going into the Firefly app to

create just the right image.

Video clip, sound effect, or

soundtrack with our models and

other top AI models.

And you heard today how today

till December 1st, all paid

Firefly and Creative Cloud Pro

customers have unlimited

generations with partner image

models like Google's Nano

Banana and OpenAI's GPT image,

along with Adobe's latest image

and video models.

All in Firefly.

Regardless of what you want to

create, we have the right plan

for you.

And if you're already a

creative Cloud member,

everything you saw just now is

waiting for you in the Firefly

app or with just one click of

the update button for your

favorite desktop applications.

I hope you enjoyed seeing all

of the exciting innovation

coming your way with Creative

Cloud and Firefly.

Thank you so much for your

thoughtful feedback that drives

our roadmap day in and day out.

And thank you so much for

having me up here.

I'm going to hand things over

to my friend and colleague

Allison Blaze, to share more

about our solutions for

businesses and agencies.

Have a great mix.

>> Thanks, Deepa.

And.

>> In the home stretch.

I want to take the next couple

of minutes to help put

everything you've heard today

in context.

For those of you that work in

businesses and agencies.

Jens Studio is our enterprise

solution to help creative and

marketing teams deliver

personalized content at scale.

And since Deepa and Eli spent

time walking you through

ideation and creation, I'm

going to spend time on

generative tools, content

production and content delivery.

We are living in a world where

people are inhaling content at

breakneck speeds.

I see it every day in my own

home, where my three teenage

boys are probably driving up

the daily YouTube counts

through the roof.

They are just like many of us

that are looking and scrolling

through their phones.

Every single day.

But here's the thing there has

never been more competition for

attention.

Think about it.

Every time you pick up your

phone, you scroll through a

feed.

You search for something, or

you just check the news.

You are instantly surrounded by

thousands of brands, all

fighting for that exact same

moment of attention.

In fact, researchers tell us

that marketers have three

seconds.

That's it.

To grab someone's attention.

And here's the truth your

audience will not stop for

stale content.

They will swipe right past it,

and they won't connect with

content that feels generic.

It has to feel personalized to

them.

Creating standout content that

actually breaks through starts

with recognizing three core

realities.

First, content has a shelf life.

We know from our own Adobe

marketing campaigns that

campaigns that perform well

today can fade into

invisibility.

Just a week or two later,

forcing teams into a constant

cycle of redo, redesign, and

repeat.

Second, assets have to scale.

Often into thousands of

variations to feel personal and

relevant and localized for each

audience.

And third, ROI because while

creativity may be priceless,

content production definitely

is not.

Realizing this opportunity

requires marketing teams and

agencies to have a connected

content supply chain that goes

all the way from work, from

planning to creation and

production of the assets, to

delivery and activation of the

content.

And finally into getting

insights into how the marketing

is performing.

All on top of an integrated

asset management platform.

Our answer to this need for an

integrated content supply chain

is Adobe Gen Studio, which lets

businesses and agencies

optimize how they produce

content.

And it has been adopted by some

of the biggest brands in the

world who are seeing real,

measurable ROI.

For example, with Gen Studio,

Ford Motor Company increased

visitor engagement, fivex and

cut video review time by 39%.

And lumen Technology reduced

the time to produce variations

by 65%.

Now let's dive deeper into how

creative and marketing teams

are using Gen Studio to

increase personalization at

scale.

I want to touch on model

customization scaled

production, and self-service

content.

So let's start with model

customization, which is great

when you are looking to produce

content and consistent

aesthetic.

We have two flavors of this

customization.

The first is Firefly custom

models.

Paul showed us earlier how

powerful custom models can be

for individuals, but many

businesses and agencies have

already been using this

customization offering to train

assets on their own brand's

unique look and feel.

Let's hear how Noel, the makers

of Sharpies and Elmer's Glue,

are using custom models to

amplify with their creative

teams, are able to do.

>> At Newell Brands, we are an

$8 billion company with over 50

global brands like Sharpie,

Papermate Rubbermaid Oster

Calphalon Coleman Greco.

We knew that content creation

was going to scale Fivex just

to the business we do today.

We also needed an improved dam

to try to move our assets

around the world.

Essentially, we were facing

scale your content quickly.

You need an integrated system.

You need to move it globally.

You need to post it out to the

retailers websites.

It became extremely clear to us

that Adobe was going to be the

best partner.

The tool sets are amazing.

They talk and work together

extremely well.

And then on top of it, the AI

Firefly piece was really

important to us because we knew

with Adobe we would be

protected and be able to move

forward.

We've had, I think, 20 or 30

different custom models

implemented and rolled out

recently.

We did a project on Elmer's

Glue, supporting an innovation

launch.

We were able to go curate a

look and feel.

We then were able to use Adobe

Firefly to reference this look

and feel.

Using a custom model.

It fully applied the visual

aesthetics to it.

It's a finished product.

It took very little

manipulation and we had so much

fun because the team was able

to try a bunch of different

aesthetics.

Now we're able to play around

with things and bring them to

life in just minutes or hours,

as opposed to days and weeks.

So we're scaling really quickly,

but we don't need five x more

content.

We probably need ten x.

And so by installing Firefly

it's allowing our designers to

use more of their time to do

the things they love, which

looks like design and does not

look like repeating the same

image and asset over and over

and over again to meet

different formats.

>> It has been great to see

customers like Noel getting so

much value out of Firefly

custom models.

But there's more we can do and

we are seeing a growing number

of companies looking for even

greater personalization and

customization.

That is why we built Adobe

Firefly Foundry, and we could

not be more excited about it.

It's available today.

It is a fully managed service

where Adobe researchers and

engineers embed directly with

your teams, partnering to build

models that are trained on

entire catalogs of your own

data, imagery and creative

assets.

The result?

It's like having your own

secure proprietary model that

generates in your brand colors

with your brand logos in your

brand tone, generating images,

videos, vectors, audio, 3D all

based on your brand content.

And every image, every video,

every design and the underlying

data stays uniquely yours.

And of course, both your custom

models and your Adobe Firefly

Foundry models are available in

Adobe's best in class creative

tools like Photoshop and

Illustrator and Premiere, and

the Firefly app for ideation

and creation.

You can find out more

information about Adobe Firefly

Foundry on our website.

Okay, now let's talk about how

you can accelerate production

at scale.

Once you've created the hero

content, you often need to

adapt it for different

audiences and different

channels and different

languages so that it feels

relevant.

Take a video for example.

One clip might need to be

resized for several different

social platforms or translated

into a dozen different

languages before it's ready to

go live.

That is why we offer Firefly

Services APIs, which allow your

creative operations team to

streamline repetitive, often

tedious tasks so that your

creators can focus on making

amazing new content.

And today, we are taking

another big step forward with

Firefly Creative Production for

enterprise, a new offering that

connects content creation and

marketing workflows.

Let's have a look.

>> Building the full set of

visuals for a marketing

campaign.

Every size, every layout, every

language can take months.

With Firefly Creative

Production for enterprise

content easily scales itself in

a few clicks.

Create your own workflows with

generative and creative actions

like cropping images,

generating new backgrounds with

Firefly, or merging copy and

graphics into locked templates.

First, create a new workflow

and describe what you want to

build.

And add any supporting files

like Photoshop or InDesign

templates.

AI assistant builds a complete

workflow by linking actions and

connecting them to your branded

templates.

This workflow crops images,

generates new backgrounds,

assembles variations in an

InDesign template, reframes

videos, and applies motion

graphic templates.

This allows you to create

thousands of variations for

different sizes and media in a

fraction of the time.

Workflows can also apply

content credentials and an

automated brand check confirms

assets stay true to brand

guidelines before getting

exported generated assets can

then be pushed automatically to

integrations like Frame.io or

Adobe Experience Manager assets,

where your content can be

reviewed and approved, and then

be activated through marketing

channels.

What once took days can now

happen in minutes.

That's the power of Firefly

Creative Production for

enterprise.

Automating production to create

content variations at scale.

>> You can learn more about

Fire Firefly Creative

Production for enterprise on

our website, or talk to your

rep.

And finally, let's talk about

how you can empower

stakeholders throughout your

entire organization with a

content you've produced.

Even with the most advanced

generative models and tools,

know that creative teams can

still become overloaded if

they're the only ones that can

create and adapt content.

This is where Adobe Express is

a game changer for the

enterprise.

It is the creative team's

hidden superpower, using

express, the creative teams

build design templates with

approved brand kits that

include predefined logos, fonts,

colors, and other assets.

And then they can lock critical

elements in the templates to

ensure that everything stays

100% on brand.

Then colleagues across the

company in teams like sales and

comms and regional marketing

and HR can easily remix these

templates to self-serve on

brand content.

This frees creative teams to

focus on the high value work

that only they can do.

While setting up the entire

company for success.

Many of the world's most

prestigious brands are using

this self-service approach to

unlock company wide.

One brand content creation.

Let's hear how Dentsu and Red

hat empower employees across

the world with Adobe Express.

>> Having a consistent brand is

super important for us because

that's what helps you build

equity in your brand.

>> Our mission is to ensure

that the Red hat brand is

understood recognizable.

It's consistent and memorable.

>> It's always been a bit of a

challenge for us to make sure

that we're equipping everybody

in the business.

So all 68,000 employees to be

able to create their own brand

content.

>> Adobe Express gave us the

ability to be able to create

those templates so brands can

just pick them up, adapt them

to each of their local markets

and their needs.

>> We deliver the templates all

over the world, and these teams

will use these templates for

localization in their markets

to make them relevant.

>> Having all of our Red hat

branded templates and colors,

everything in one place, it's

just been so much simpler.

It's just so quick.

We are able to create more

graphics than we used to do

before.

>> I can set up those kind of

guardrails to ensure that there

is still brand consistency.

The rest is all up for the

markets to have fun with and

play with.

Being able to easily replace

elements, change elements,

resize things and that's

something that we've never

really had to do.

Heavily relied on designers to

do everything.

.

>> We're seeing a 70% faster

time to market with content,

and we're seeing the time being

saved for the designers, but

also the marketers as well.

>> Prior to express, it would

take 2 to 3 weeks to get a

simple adaptation done, whereas

now someone within the

marketing team can come in to

express and do it in under 15

minutes.

It's a game changer.

>> So whether you're from a

business or an agency, the

takeaway is simple we've got

your back from customization to

production to delivery for

customization.

Firefly Custom Models lets you

bring ideas to life with

precision and speed, and when

you want to take customization

even further, Adobe Firefly

Foundry enables you to build

Multi-concept models that are

uniquely yours.

Then, when it's time to produce

content at scale, Firefly

Services and the new Firefly

Creative Production for

enterprise bring automation to

production workflows.

And finally, creative teams

empower everyone in the

organization to deliver through

express so they can create

confidently and on brand.

And all of this is part of

Adobe Gen Studio, which

transforms your entire content

supply chain, empowering your

creative teams and marketing

teams to create content that's

fresh and not stale.

Content that makes everyone

feel like it was created just

for them.

Content that scales to millions

but still delivers ROI.

Content that doesn't just keep

up, it stands out.

Thank you.

I'll now hand it back to David.

>> All right.

Thank you.

Alison.

Homestretch.

This is, absolutely the longest

max we've ever had.

But homestretch, because we've

never had this much innovation

before on the Mac stage.

We opened the day talking about

ideation creation production

and delivery.

And I also talked about AI

models and AI agents and how

they were going to accelerate

all of these steps.

Eli then showed how ideation

and creation is evolving in

Firefly.

Deepa walked us through how

performance quality and AI

features are elevating

Photoshop illustrator

Lightroom, premiere and finally,

Allison highlighted how Gen

Studio is transforming

production and delivery for

businesses.

Everything you saw today from

the three of them is available

today, so we can't wait for you

to get started.

But if you guys have more

energy, we've got a couple more

things to show you.

You guys want to see a couple

more things.

Okay, that reaction earned one

more thing.

Do you want to see them both?

Okay, there we go.

I promise you, this is worth it.

So let's get get going.

Earlier you saw that we have a

lot going on with AI agents.

Now, one of the things we heard

from many of you is that you

want agents to help you, not

just create, but also explore

new ideas, especially when it

comes to social posts.

So here's a sneak peek at

something we call Project

Moonlight.

It's an AI assistant.

Oh, someone's working on

Project Moonlight.

I'm assuming.

Or someone knows what we're

about to show is an AI

assistant that acts like a

social strategist for you.

Please welcome Kelsey Sleigh to

show this off.

>> Woo!

>> Hello.

Hello everyone.

My name is Kelsey Sleigh.

And today I am so excited to

show you Project Moonlight.

Project moonlight is your

personal AI assistant to help

you brainstorm, organize, plan

out your content and help you

in your creative process.

But let's go ahead and dive

right in on the homepage.

You'll see I have this area

where I can immediately start

chatting away down below.

I even have these idea cards.

These are great places to get

started with Project Moonlight,

and if we scroll a little more,

you can see my recent chats

over to the side.

I even have access to Adobe

Firefly.

But today I want to start with

my own content.

As a creator, I'm using a lot

of different Adobe apps.

I'm saving things to the cloud,

and with Project Moonlight, I

have the ability to add

directly from my Lightroom.

I love Lightroom, you can see

all of my recent photos here

and albums at the top.

Now.

My latest album, Bosco Slay.

You guessed it all pictures of

my dog.

I'm obsessed with him and I

know by the end of this demo,

you guys will be too.

So let's go ahead and grab

those images and add to the

chat.

Perfect.

I'm ready to go ahead and send

my first message to Project

Moonlight.

I'm going to go ahead and ask

Project Moonlight to help me

brainstorm some fun post ideas

that I can do with these images

of my dog, Bosco, so you can

see those idea cards coming in

super quick.

Let's take a look.

So I have three different ideas

from Bosco's birthday bash to

life with a and Sunbeam snoozer.

These are all so fun.

What's so cool about this is

Project Moonlight was able to

categorize those photos,

recognizing that Bosco is a

Shiba, that I also have

birthday photos and how much he

loves to sunbathe.

He loves to sunbathe.

I have so many photos of him

sunbathing so you can even see

in the birthday.

Um, let's go ahead and zoom out.

Oh, there it goes.

You can even see in the Bosco

birthday bash it suggesting an

Instagram carousel.

The content and caption I love

this idea.

Let's dive a little deeper.

So I'm going to go ahead and

ask project Moonlight for some

more suggestions.

I want to make this Instagram

carousel a little bit more

visually interesting, so I'm

asking Project Moonlight to

give me some, like doodle

overlay ideas that I can do on

top of these images and check

out that list coming back super

quick.

So we have ideas from speech

bubbles saying another year

closer to world domination

coming from Bosco's mouth.

That's super funny.

Party confetti drawn on crown.

Uh, scattered birthday doodle,

birthday cake.

It's my birthday and I'll bark

if I want to text.

Hand-drawn party elements.

These are all so fun I can go

in so many different directions

with this, but I want to think

about my Instagram and all of

this.

If you post on Instagram, you

know, sometimes it's not just

about having a good idea, it's

about understanding your

audience, your analytics, your

insights.

And that could be so daunting.

Well, what's cool about Project

Moonlight is I can connect this

directly to my Instagram so you

can see my Instagram connection

at the bottom.

But don't just take my word for

it.

We're going to go ahead and ask

Project Moonlight to actually

test that Instagram connection.

So I'm asking Project Moonlight

to help me brainstorm or not

how my Instagram carousel posts

have been performing.

Maybe what's the best way to

incorporate my dogs posts on my

Instagram?

So you can see it's analyzing

that Instagram.

Take a look at these charts

that we have.

So we have my top three

Instagram carousel posts with

even links for me to access.

Check out.

We got Adobe Max 2023 and Adobe

Max 2024.

So 2025 better be on this list

after this demo.

Even to the side.

I'm getting my Instagram

carousel performance by themes.

This is so insightful.

I feel like I've just got such

a great overview of my

Instagram.

Instead of scraping through

Instagram posts one by one

trying to figure out what's

working.

Now, if we scroll, we're even

getting this kind of best

strategy to incorporate this

Bosco post.

Like keeping it authentic and

fun.

Maybe mention how Bosco fits

into your creative life.

You know, he definitely sleeps

in my design studio when I'm

designing and the doodle

overlay openers would be

perfect.

And this is really just

scratching the surface of that

project.

Moonlight connection with your

Instagram.

Now let's go ahead and pick

those birthday pictures of

Bosco.

So I'm going to go to Chat

Files.

So all of those photos I

uploaded the beginning are here.

Look at Bosco.

He's so cute.

Let's add these birthday

pictures of him.

I'm gonna go ahead and add

those to the chat.

And like I said at the

beginning, what's cool is I can

access my Lightroom photos.

But what's even cooler is I can

use Lightroom with Project

Moonlight.

So I'm going to go ahead and

ask project Moonlight right now

to apply my Lightroom preset

color rush to these images of

Bosco.

What I love about this I don't

have to leave this home

experience.

I can just kind of see my

preset.

It's going to do it for me so I

don't do this manually.

One by one.

So it's going to take these

photos, get that preset.

I can't wait for it to come up.

Let's it a few

seconds.

Perfect.

Look at that color rush preset

coming through, literally

slapping you in the face.

I wanted that color just to be

super bright.

And check out that before.

And that after.

Let me do it one more time

before and after.

Yeah yeah.

Love it.

Look at Bosco.

Yeah, let's go ahead and full

screen.

This mode so you guys can see

Bosco in all of his birthday

glory.

Best believe he was very well

compensated and treats for

taking these pictures for me.

And at this point, I love it.

You know, I want to dive a

little deeper.

You know, I said at the

beginning, I want to make this

a little bit more visually

interesting.

So with Project Moonlight,

what's super cool is the

seamless connection between

Adobe apps.

So I can open this up into

Photoshop Express or Firefly

boards, and I'm going to go

ahead and go with Firefly

boards on this one.

Like you've seen today.

Firefly boards is an amazing

tool to really visually see

your ideas come to life and see

all those different directions.

And so I want to see that right

now.

Let's let that load, check it

out guys.

We are in Firefly boards.

This has seamlessly gone over

to the Firefly boards.

And you can even s to the

side this whole chat

conversation and agent is also

here with us.

So Project Moonlight has

followed us into Firefly boards.

I hear some of you cheering in

the back.

And this is so exciting.

So awesome.

Like I said, this agent has the

context to continue helping us

explore even these bullet point

lists of doodle overlays.

I want to see what those would

look like right now.

So I'm going to go ahead and go

to the chat and project

Moonlight in Firefly boards and

take some of its suggestions

for those overlays.

And I'm being a little bossy.

I'm asking for it to add those

overlays on top.

I selected those Bosco images.

I also asked to see some

different design style.

Again, this agent has the

context, so it's going to

reference that list that it

gave me before, just helping me

to keep exploring.

You can see it's getting those

available models and these are

starting to come in.

So even it's naming them

Bosco's birthday.

Again.

This agent has the has the

context of our original

conversation.

I cannot wait for them to load

up and see.

You guys can see Bosco again.

Just slaying the house down.

Perfect.

I'm only here for the cake.

This is so cute.

Look at him in his little side

eye wearing that party hat.

Next one, we got snack taxes.

Are due.

I know, that's right.

Bosco.

Okay, let's keep scrolling.

We got these next two coming in

certified.

Good boy.

Level up.

And that's so fun.

I love these different styles.

And the last one, birthday

zoomies activated.

Okay, this is so cute.

Look at all these different

directions.

And we've been able to see that

idealist come to life.

So we're in Firefly boards.

We might as well have a little

bit more fun.

I'm super extra.

I thought about designing out

some thank you cards, and I

want to see some inspiration.

So I put in my ideas.

Let's let Project Moonlight

generate that for us.

And I'm going to go ahead and

start building out this

artboard with Bosco.

Let's go ahead and scale this

scale down.

Scale down a line.

Perfect.

And again guys I'm super extra.

So I'm gonna go ahead and name

this artboard for us.

Birthday project inspo.

Building out those directions.

And let's see what we got

cooking in the chat to this

side.

We got dog stickers, sleigh

Bosco Wolf.

Love this one.

Next one we got some dog treat

collage.

Look at this fun paper.

I love that and scrolling down

we got these cute little pastel

shebas.

Look how absolutely adorable

with this little whimsical land.

I love this kind of design

direction.

And the last one we got some

pixel sheaves.

I love this pixel effect.

Look at all these different

styles we've been able to

create.

And you guys know the drill.

I'm going to go ahead and

arrange this really quick with

the oh one second.

Got those nervous hands that

everyone's been talking about

all day today.

So we're going to go ahead and

scale this down.

And align this so we can see

all these different styles.

Perfect.

One more time guys.

The nervous hands they are

popping through today with this

trackpad up here.

Perfect.

Now let's go ahead and take a

look.

Look at all of these different

design directions.

Let me remind you guys where we

started.

We started with images of my

dog to getting ideas, refining

those ideas with Project

Moonlight, to getting that

Instagram connection and

strategy, to having all of that

context follow us into Firefly

boards to visually see these

ideas come to life.

I feel like I've just made my

own personal mood board to

build out this project, and at

this point, I have the ability

to open this up into Photoshop

and Adobe Express to make this

in my own way, project

moonlight is coming to the

Firefly.

I cannot wait for you guys to

try it.

Thank you so much!

>> Thank you Kelsey.

Thank you so ideation at the

next level with Project

Moonlight coming soon.

So Kelsey showed how we blend

your content from apps like

Lightroom, your social profiles

by connecting to your Instagram

account.

And in ideation agent into a

single conversational

experience that follows you

across Adobe apps.

And you saw how it came up in

boards.

So keep an eye out for it.

It's coming soon.

I think this is going to be

really helpful for that

ideation stage of creation.

Now we have time for one last

demo and I think this is maybe

the most important demo we're

going to be showing you today

about the future of creativity.

And I think it's going to

change the way we all work.

We spent this morning talking

about and looking at the

creative workflows, the way you

stitch actions together in our

tools can make the difference

between something good and

something truly magical.

But what if you could capture

the best workflows and bundle

them up, and then use them

across projects, maybe even

share and remix them with other

creators, or as part of your

production process?

Well, I'm excited to introduce

you to Project Graph.

It's a new way to build, share,

and remix composable workflows.

So, Wes, bring us home.

>> Thank you David.

Hey everyone!

My name is Wes.

I am so excited to be here

today to talk to you about

Project Graph.

All right.

So at its heart, Project Graph

is a node based tool for

building creative workflows.

So what we're going to do

though, and if we look at it I

think the thing that is super

magical about this is that you

can take tools that it's

basically your mixing tools

from all the creative apps that

you already know and use every

day to build anything you can

imagine.

All right.

So let's start with the basics.

Right.

Basics are first.

So what you can see here is

that I have a workflow.

So I have a background prompt.

I have a reference image and I

have a Firefly generation.

Now I also have an image output

expanding my workflow is just a

matter of just adding a few

extra tools.

So what I'm going to do here is

just make a little bit of room

and I'll hit enter.

And so I get my little search

so I can start searching for

tools across Creative Cloud.

So if I start to do a search

here for levels, I've got A

levels.

Well maybe what I also want to

do in this case is maybe.

Maybe I need a shape tool from

illustrator.

But what I'm actually looking

for is the Pixelate filter from

Photoshop.

So I'm just going to grab a

Pixelate and I've got the node.

I'm going to drag it into here.

Okay.

So to start building my

workflow I just start

connecting tools.

So let's go to the output of

Firefly and we'll connect it

here to the image.

And then we're going to take

our image to our output.

Now I'd love to be able to

break this out into a little

slider so that I can control it.

So here I'll just grab the

pixel size, break this off and

just create a little slider

here.

Now if I just adjust my slider,

I can start updating here.

My pixel pixelate effect okay.

Let's look at another quick

example.

I'll hit enter once more.

Bring it up.

Searching for my tools.

Let's come over here and take a

look at hue and saturation.

All right.

So now we've got hue and

saturation.

Now what I really love about

this is that this is my

workflow.

And I can place these tools and

connect them.

However I want.

So in my case, I'd love to have

the human saturation happen

before the pixelate.

So now we'll plug in our

Pixelate.

Now for the sake of time, I

already have a color picker

here, so let's just plug in my

color picker to the hue.

All right, so if I zoom out

here a little bit, you can

start to see my workflow.

So now I have my hue saturation.

And here I have my Pixelate

okay.

So you're probably thinking

well maybe I don't want to

design in a graph.

And so what project graph does

is it wraps up all of these

tools and all these workflows,

and it bundles them into what

we call a capsule.

And here is a capsule.

And you get this nice custom UI.

So if we take a look over here

on the left, these are the

tools that I just created.

I have my hue saturation and

we'll scroll down here a little

bit.

I have my pixel size, I have my

background prompt.

I can, you know, change the

reference image.

This is basically here.

My entire workflow.

And the best part about this is

that you can share this with

anyone.

All right.

Now this is just a really

simple example.

You might be thinking, well,

hey, I could do that in

Photoshop and you would be

right.

But Project Graph is capable of

creating very advanced and

super powerful workflows.

So I'm going to switch gears

now and let's take a look at an

actual real world example.

Okay, so I'm going into another

graph.

All right.

Here we have a workflow.

Let's zoom in and take a look

at what we have here.

So at the very beginning of the

workflow I have a reference

image.

This is a product image.

And then I have a reference for

a firefly generation okay.

Let's start to zoom out and

let's just move on down the

downstream here of my project

graph.

And look what I get here at the

output.

I get two video variations from

Google Vo3.

One of our partner models, and

then also I have an image

output here.

And so that is what's actually

created for me.

Now.

Everything I'm showing here,

this is using the exact same

process that I just showed you

earlier.

It's just using a few more

tools.

Well, probably a lot more tools,

but speaking of tools, let's

actually take a look at what I

mean here by tools.

So we're going to zoom in over

in this little area.

And let's just scroll up.

And here you can see a little

area.

So what I have here to start

off with is a background

removed from Photoshop.

I'm taking that result and

generating a 3D model from that.

I'm taking that result and

starting to do some Photoshop

blending.

So now I've got a command here

from Photoshop.

Photoshop blend.

You know, we already know how

to use that.

If we check our blend, we've

got our our, um, all of our

blending modes here set and

ready to go.

Let's keep moving down the

downstream here of our node

graph and take a look at some

more examples.

So here's something kind of

interesting.

You'll see here that I have an

AI model.

So you have access to all the

AI models that you have as part

of Firefly.

Now in this case I'm using a

partner model, flux context, to

go ahead and generate a

composited render here of my

scene, all right.

So I'm going to zoom out here.

Just a little bit.

And one of the things that's so

powerful about this is that if

I make a change to any of these

tools or if I change the inputs

my entire workflow will update.

Now for the sake of time.

And I really want to show this

in action.

I have a quick little video

prepared here, so I can just

show you what this actually

looks like.

So here you're going to see

that I'm replacing the

headphones with a speaker.

The entire graph is then

updating behind the scenes

automatically.

And producing two new results

for me.

Let's take a look at another

example.

This time I'm going to drop in

another reference image.

And again you see the entire

graph updates behind the scenes

and I get completely different

result all from just changing

something really simple.

So this is my workflow with

infinite possibilities and

different control that I can

have.

So at this point we've talked

about how Project Graph can be

simple to creative workflow.

We also talked about how

advanced and powerful these

workflows can be.

And then we also talked about

how Project Graph can wrap all

this up into a custom UI.

So that we can, you know, just

have a custom UI and we can

have a capsule that we can

share with anyone.

And especially use these in

Creative Cloud.

Now, what is truly magical

about this, where this all

comes together, is that these

capsules are available in the

Creative Cloud apps that you

use every day.

So now I'm going to shift gears

one last time, and let's take a

look at Photoshop.

So here Photoshop and

you can see I've got my panels

here.

Now if I wanted to just click

in and go into one of my actual

capsules here, we now have the

capsule interface.

And so like I said before, the

thing that's powerful about

this is you have all of these

little custom controls here

available to you.

So if we take a look, I've got

something as as interesting as

light direction.

So maybe I want to relight this

image on the fly.

So as I start to change this

effect, the capsule is now

rendering this effect directly

into the Photoshop canvas.

I still have full flexibility

and control as I work through

this, because the capsules

rendering everything to the

Photoshop canvas, I have my

layer stacked in Photoshop

where I can keep working using

the powerful tools of Photoshop

that I already know.

Now, speaking of layers, I've

built a control for myself.

If I enable this, it's going to

split out my capsule into

individual layers that you can

see over here so that I can

continue working again with the

Photoshop tools.

I know so that is Project graph.

It is a node based tool for

building powerful and advanced

workflows available in the

Creative Cloud.

Apps that you know and use

every day.

I'm so excited for this tool.

I think you will be too.

Thank you very much.

>> Thank you Wes.

>> Okay, so here's the thing.

Adobe has incredible technology

across imaging, photography,

video, illustration, 3D audio,

and more.

All of that and everything

around generative AI that we've

been talking about, project

graph can combine all of these

into capabilities that that are

reusable as workflows.

And here's where it gets really

exciting.

As Wes showed, you can then

share and remix those workflows

into your creative tools and

into your production flows.

And we can't wait to get this

in your hand.

We are expecting this to come

out in the next few months.

We covered a lot this morning.

Thank you guys for the energy

and everything you've put into

being here.

Check out the Creative Park to

learn more about everything we

talked about.

Thank you all.

Have an amazing Max and see you

back here tomorrow morning.

>> Let's do it again.

>> Again and again.

>> I really wanna.

>> I want you to again, over

and over.

It has no end.

And upside down around the bend.

>> Cause I want you to get.

>> Again and again.

>> I really wanna, wanna, I

wanna.

>> , I really wanna.

>> Do it.

Wanna.

, I want you to again. and over.

It has no end.

And upside down around.

>> The bend.

Cause I want it again.

>> Again and again.

>> I really wanna, wanna, wanna

wanna.

>> I really wanna.

>> Do it again and again.

And again I wanna do it again.

>> Again.

>> Do it again and again.

And I wanna do it again.