Adobe’s MAX event in LA has been showing off its latest, greatest, and even future AI advancements this week and, well, it’s been pretty impressive.
We were present in a room full of video editors who gasped at a new time-saving AI tool that identifies and removes filler words like “um.”
Here’s what else we learned
Since Firefly — Adobe’s AI-powered text-to-image model trained on its stock imagery — debuted in March, it’s been used to generate 3B+ images, per Adobe CEO Shantanu Narayen.
At Adobe MAX, the company revealed Firefly Image 2, plus new and updated tools, including:
- Firefly Vector Model: Illustrator users can enter text prompts to get editable vector icons, images, and repeatable patterns.
- Retype: Enables Illustrator users to turn static text into editable text by identifying similar fonts.
- Generative Match: Allows users to upload a reference prompt and photo that AI can use to generate content with a consistent look.
Adobe also offered sneak peaks at potential future products, including:
- Project Stardust: An editor that lets users move or remove objects by clicking them. (Check out this video.)
- Project See Through: A tool to remove glass reflections.
- Project Fast Fill: Generative fill for video.
What does this mean for creatives?
Adobe repeatedly stressed that its AI tools would save designers, editors, marketers, and other content creators time by removing tedious tasks, and empower non-designers to explore.
The question that remains across industries — and one brought to the forefront of the writers’ and actors’ guild strikes — is whether companies will embrace the time saved for more creativity and productivity, or attempt to cut pay, hours, or even replace their human employees with machines.
A recent Deloitte survey of executives found that 73% worked at organizations where employees’ tasks had shifted due to AI. Among those orgs, 85% retained employees with affected roles, and 67% retrained or upskilled them — so here’s hoping we get more of a Star Trek, less of a Skynet future.
BTW: If you’re not a Photoshop or Illustrator whiz, you can still check out Adobe’s AI tools via Adobe Express, it’s online newbie-friendly editor.