Adobe has unveiled over 100 new features for its Creative Cloud suite during the Adobe MAX 2024 conference, aimed at enhancing the tools available to creative professionals. Notable updates include advancements across popular applications such as Photoshop, Illustrator, Premiere Pro, InDesign, Lightroom, and Adobe Express.

A key highlight is the Firefly Video Model (beta), which allows users to generate video content from text and image prompts. This model is part of Adobe’s Firefly family of generative AI tools, designed with commercial safety in mind. The company also announced improvements to its Firefly Image and Vector models, which are intended to enhance the creative process.

Adobe’s Vice President and Managing Director for India, Prativa Mohapatra, emphasised the role of generative AI in supporting creativity and productivity. The company also introduced the Adobe Content Authenticity web app to ensure creator protection and attribution.

In addition, Adobe announced the general availability of GenStudio for Performance Marketing, an application that streamlines the content supply chain for marketing campaigns. This tool is designed to help brands manage creating and measuring content effectively.

The conference showcased new capabilities in Photoshop, including a Distraction Removal feature and a beta version of Generative Workspace, which allows for simultaneous brainstorming and concept iteration. Illustrator received updates to improve vector design efficiency.

Adobe also presented a new version of Frame.io, which expands its video post-production capabilities to support various creative workflows. New enterprise features in Adobe Express aim to facilitate collaboration across different teams within organisations.

Furthermore, Adobe is launching a global initiative to help 30 million learners and educators develop skills in AI literacy and digital marketing through Adobe Express. This year, the company has committed over $100 million to support educational programmes and community initiatives.

The Adobe Foundation has announced a $1 million donation to the American Red Cross and World Central Kitchen to aid recovery efforts in Florida following recent hurricanes. Adobe is matching donations from attendees and sponsors of the Adobe MAX conference.

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