Opening Keynote - ASL

[Music] [Narrator] Please welcome Shantanu Narayen. [Music] [Shantanu Narayen] Good morning! [Shantanu Narayen] Good morning! [Music] Hello and welcome to Adobe MAX. Thank you.

This is our first east coast and largest MAX ever. And so I want to thank everyone joining us here in person and the hundreds of thousands of people around the world who are tuning in online. It's inspiring to be in Miami Beach, surrounded by its rich artistic culture as well as creative community.

Our thoughts are with the people of Florida recovering at this time from the devastating effects of Hurricane Helene, as well as Hurricane Milton. And we want to thank the local and state officials for their support, partnership and diligence in ensuring everyone's safety as the situation unfolded. To help with the recovery, Adobe and the Adobe Foundation have donated to the American Red Cross, as well as the World Central Kitchen, and we will match additional donations from Adobe MAX attendees, sponsors, as well as all Adobe employees.

It's really incredible to reflect on the year since we last came together, and I really believe that 2024 will go down as the year that creativity changed forever, again.

Over the past 12 months, advances in generative AI have become a reality. The pace and volume of AI innovation has absolutely exploded. We have breakthroughs in chip technology and cloud computing. They have boosted processing power, enabling more complex and efficient AI models. The rise of AI assistants, conversational interfaces has transformed how we interact with applications, as well as search for information. Generative AI models are certainly expanding the scope of creative possibilities and pushing our imaginations even further. And these developments are transforming our daily life. When you think about it, every individual - from the student to the creative pro, the knowledge worker to the marketer, the solopreneur, the professional in every organization is grappling with the implications of AI, which is both exhilarating and disconcerting all at the same time. And at Adobe, we've always been excited to understand the power and impact of major technology shifts. We see AI transforming the creativity movement across three dimensions - technology, responsibility, and the community that we all are part of.

Our vision at Adobe has focused on unleashing creativity across every facet of digital experiences, starting with the ideation around a concept, to the creation and development of all content and media, to the personalized delivery across every channel, and increasingly understanding the impact and reach. We've been leveraging computational power to infuse intelligence into our products for well over a decade, neural Filters in Premiere Pro, Liquid Mode in Adobe Acrobat, which takes creative power and precision to the next level while simultaneously challenging ourselves to make our products more accessible and fun.

And to bring the power of generative AI to all of you, we defined three layers of the Adobe technology stack and focused our innovations on data, models and interfaces, because that's the only way to deliver AI in a way that enhances your work and creativity. We all know that AI is only as good as the data on which it's trained, and we took on the technical challenge of training our Firefly generative AI models only on licensed and public domain content, so that we can design a commercially safe solution. The quality and controllability of these AI models is critical, and given we have the domain and AI and ML experience, we made the strategic decision to invest in creating foundation models in the core creative categories where we have deep domain experience, whether it's imaging, design, vector and as you will see today, video.

But the true value and magic of AI will only come from seamless integration into the workflows that all of you know and love. And we've been inspired and blown away by what you've been able to do and accomplish with Firefly, integrated in apps like Photoshop, Illustrator, as well as Adobe Express. It motivates us to keep pushing the envelope and to deliver new innovations that you will see later today, like the new Firefly video model, as well as GenStudio for Performance Marketing.

We all know that AI also raises important questions around intellectual property, style ownership bias, data privacy and content authenticity, and misinformation. And while we recognize the power and potential of generative AI is incredible, we understand that technology can have unintended consequences. It's why we took on the responsibility of understanding the implications of this technology for all of us. We focused on designing a commercially safe solution to make sure that we respect creator intellectual property rights. We're going to give you the choice to tag your content as not allowed for generative AI training. We're conducting rigorous and continuous testing of all our AI powered features to mitigate against harmful biases and stereotypes. And we're enabling companies to train Firefly on their own IP for themselves with custom models so that they can scale their personalization with Firefly Services. And for example, Gatorade uses Firefly Services to integrate and scale Adobe's Firefly capabilities into the Gatorade website to personalized water bottle designs. We're leading the development of industry standards for creator attribution through what we call Content Credentials. And since 2019, the Adobe-led Content Authenticity Initiative has been focused on promoting the widespread adoption of provenance tools like Content Credentials. And now we have over 3700 members.

And finally, we propose that governments around the world establish new federal anti-impersonation rights, enabling creators to take action against those who intentionally impersonate your style.

For us, the impact of AI on the creative community is deeply personal. As someone who has had the privilege of being part of this incredible community for over 30 years, what stands out is how you embrace and make every major shift of technology your own, time and time again. Your passion for the craft, your vision for design, and your commitment to solving problems through storytelling inspires us every day. We're thrilled to see your excitement using Gen Fill in Photoshop, Gen Recolor in Adobe Illustrator, Gen Remove in Lightroom and Acrobat AI Assistant and it's rewarding to enable you to focus on exploring more creative possibilities, refinements and automation. Take, for example, globally respected designer Normandy, who use the GenAI capabilities of Adobe Firefly to revisit well-known objects in the MoMA design collection from the perspective of black history and inspiration. Fatigue and esteem, generative AI was the perfect "what if" machine to riff on questions like what would happen if a Bauhaus chair was reimagined for a user in Central Africa? Another incredible story is that of Steve Gleason, former safety for the New Orleans Saints, who turned to AI to rekindle his love for creative expression once ALS robbed him of his ability to move and speak.

And we are adopting this within Adobe as well. And our design teams are dramatically streamlining every part of their workflow. In fact, this year's MAX theme, all the artwork that you see around you was built through an iterative process with human ideation and human created art at its core but remixed with AI generations to produce the final graphics.

It is a disruptive time for all of us. As the tools we use continue to evolve, we're all evolving how we work and adjusting our approaches. We're acquiring new skills and new paths to get things done. But we believe that generative AI has the power to enhance and amplify human ingenuity, not replace it.

AI enables us to bring more of the stakeholders in the creative process together as well to collaborate, from individual designers, marketers to creative agencies, as well as the largest corporations.

As we define this next generation of technology to responsibly harness the tremendous potential, I want you to know that how we evolve this jointly is important to me. As a result of our engagement and explorations with so many of you, we recently updated and reiterated our North Star as a company and beliefs. And we look forward to the important conversations we'll all have here. Because Adobe has always been committed to unleashing creativity for all, We want AI to further bridge the digital divide, not widen it. And today, we're delighted to announce that we have a new global initiative aimed at helping 30 million next generation learners develop AI literacy, content creation and digital marketing skills using Adobe Express to thrive in the modern workforce. We're expanding Adobe Digital Academy and working with education partners and schools, non-profits, as well as online learning platforms to provide training, certifications and career pathways.

In fact, Adobe has committed more than $100 million this year through donations, scholarships, product access and partnerships to empower people to tell their stories and unleash creativity for all.

Your capacity, your capacity to create magic and realize what's in your mind's eye is limitless. We're excited to share all the innovations we're working on. And there is some seriously cool stuff. And look forward to some great conversations this week. It's a fantastic opportunity to reconnect, to learn, and to continue to inspire each other. Thank you again for joining us. Have a great MAX. And now I'd like to welcome David Wadhwani, president of the digital media business. Thank you. [Music] [Music] [David Wadhwani] Hello, everyone. [Music] Welcome to MAX 2024.

I'm going to try that again. Welcome to MAX 2024.

We're not going to be that quiet today. As some of you know, I've been attending MAX for over 20 years and it's one of my favorite times of the year. Because it's always filled with some of the amazing technologies that Shantanu talked about that's going to take your breath away. And we have plenty of that for you today. But more importantly, I always like to stress that it's an opportunity to gather with 10,000 of the most creative people in the world and hundreds of thousands more online to learn from each other.

One of the coolest things for me, though, is when we actually invite some of you up on the MAX stage to share your stories. I still remember when Erik Johansson opened up Photoshop and showed us how he creates the fantastical images that he sees in his mind. And when Billie Eilish and Takashi Murakami discussed their collaboration to mix her music and her style with his art.

And when Rob Legato walked us through his approach to how he developed the launch sequence in Apollo 13. How he merged eyewitness accounts with the actual footage from the launch because the actual footage alone didn't capture the humanity of the moment like someone's technically flawed but incredibly rich and vivid memory did. And after each of these conversations, and conversations with thousands of all of you over the years, I'm always reminded that the color you bring to the world is a result of your creative vision. The tools you choose to use, and the processes that you developed for yourself.

And this is what motivates us at Adobe. We wake up every morning thinking about how we can give you the best tools and services to support your creative process. How we can give you an even better brush to paint the world. Things like text-based editing in Premiere, the Dimension Tool in Illustrator, Selection and Adjustment Brushes in Photoshop, Lens Blur in Lightroom, and more recently, we've provided a slew of features powered by Firefly, our generative AI model, Gen Fill and Gen Expand in Photoshop, Gen Shape Fill in Illustrator, Generative Remove in Lightroom, these GenAI capabilities have been, without a doubt, some of the most used features in the products.

Now, I have the privilege of meeting with many of you when I travel. And I constantly hear that these features are literally giving you back hours each and every day by reducing, or in some cases, outright eliminating the tedious work and letting you focus on advancing your creative vision. And in many ways, this is what we've been doing for years, making you more productive so you can push the boundaries of your imagination and your creative vision.

But because some of these latest features are built with generative AI, we get asked a lot of questions, which is totally fair. So I want to make sure that our perspective is completely clear.

First and foremost, I want to reiterate what I said last year at MAX. We see generative AI as a tool for, not a replacement of human creativity.

That's why we're integrating Firefly so deeply into Photoshop and Illustrator and Lightroom and Premiere and Acrobat and Express. And that's why the majority, the vast majority of the 13 billion Firefly generations to date were actually created in our tools by all of you, following your creative process.

Secondly, there are a lot of questions about how generative AI is going to impact creative jobs.

For that, I just want to be as open as I can and share what we see happening in the industry.

The demand for content has never been higher and it's going to continue to grow. Because people are spending more time across mobile, desktop and streaming platforms interacting digitally for education, for work and for fun. And they're demanding that the content they interact with feels like it was designed just for them, videos that match their particular interests, art and artists that personally move and inspire them. And even the ads that they see, they want to have them speak to their interests and their tastes.

The growing demand for content is not lost on businesses who are investing in their creative departments to stand out in the growing sea of content that we all live in today. A survey of our customers recently showed that the demand for content will increase 5x over the next two years, and this demand is already starting to have an impact. In fact, when we look at it, 9 in 10 creative teams are reporting that they're hiring. And according to the US government's own projections, creative jobs will grow twice as fast as the economy overall in the decade ahead.

But that doesn't mean the jobs won't change. The amount of time you'll spend on repetitive tasks like resizing content will go down, while the amount of time you spend on things that only you can do, concepting new ideas, new campaigns, new ways of storytelling, will go up because the need to create fresh new content that stands out is insatiable.

Put in another way, your creative vision, your content has never been more valued. And as study after study suggests, what you do will evolve as employers are increasingly seeking people with creative vision and AI skills to bring everything in their head to life more quickly.

And the last thing I want to talk about is that every company building GenAI models has a choice on how they will train them.

We only train when we have permission.

We compensate creators for training.

We do not train on customer content. We do not scrape the internet, and we optimize everything we build so that we can integrate it into the tools that you use.

Firefly is the most creator-friendly approach in the industry. And so with that, I'm really excited to share some big updates that we have in Firefly. Now, as a reminder, Adobe Firefly is our family of generative AI models. They're focused on high-quality output, with rich creative control integrated into our apps and built for commercial and classroom safety in mind.

We introduced Firefly Image Model, Vector Model and Design Model last year. And since then, we've made a lot of progress on all of these. The Image 3 Model now provides much higher quality image generation, richer controls like Style Match and Structure Match with generations that are four times faster, an incredible model customization for your specific needs. The Vector Model now supports better looking, more editable vector generations with fewer anchors, and comes with the support for generating details inside shapes with perfectly harmonized style.

Design Model, which is accessible within Express now supports faster generations and more target formats like Instagram and Facebook and YouTube thumbnails and a lot more. And today we're so excited to introduce you to the all-new Firefly Video Model.

The Firefly Video Model is the first publicly available video model designed to be safe for commercial use. Let me say that again.

The Firefly Video Model is the first publicly available video model designed to be commercially safe. It is really following everything we've done because just like all the other Firefly models, it's only trained on content that we have the right to use. And everything you're looking at behind me was made with the Firefly Video Model.

A few things to notice - amazing detail, real world physics, accurate text rendering, realistic motion and high-quality camera angles and movement.

Now, in addition to text to video support, the Firefly Video Model has world class image to video support. Give it a static image, tell it what you want it to do, and it will turn it into a video for you.

And finally, the model has exceptional prompt coherence, so you can write incredibly intricate prompts, and the model will generate the clips, the B-roll, the visual effects, and more. And as I mentioned, our primary focus with these model developments is integration into the tools and to augment your creative workflows. So a quick spoiler alert here. I think you're going to really like the Premiere demo that you're going to see later this morning. So you've heard from Shantanu, you've heard from me, I think you guys want us off stage so you can see some demos. Let's talk about this morning and hand it off to the folks that are going to talk about the things that we're really doing. And we're going to break this morning up into three chapters. The first is how we're going to help you take the creative content and the way you build the creations that you make in our core apps to the next level. Then we'll show you how we can get the most out of the content you make by collaborating at scale with stakeholders and downstream teams like marketing, sales and HR.

And finally, as I shared earlier, your creative vision will become even more important in the years ahead. Teams are going to look to you for new ideas, campaigns, and new ways of storytelling. So we're going to close with a sneak peek into the future of concepting and what you can expect to see from us in the months ahead. Now, a quick reminder, our product teams are sitting in the audience with you, so if you see something you like, make some noise. The more noise you make, the faster they'll work. So don't be shy. So with that, I'm going to turn it over to Ashley Still, who heads up our creative teams to show you some amazing things. Ashley. [Music] [Ashley Still] Thank you, David. I am thrilled to be here with you at the first ever MAX in Miami Beach.

Miami is a magic city, a vibrant, creative hub that buzzes with art, fashion, music and innovation. There is such a diverse, creative community here in Miami with the up-and-coming students and artists like Valentina Gordillo and Elizabeth Perez, filmmakers like Khotan Fernández and photographers like Gian Ortega.

At Adobe, we believe that creativity is a uniquely human trait and your work and talent matter more than ever. Our mission is to empower you, to give you the most powerful tools for creativity, to remove any limits to expressing your imagination, and to free up your time for exploration, learning new mediums and building new creative skills. Everything we do begins with you, with being part of the community by sharing and learning.

You've told us that you value product performance and innovation that improves your daily quality of life. You want faster editing and richer control and expressiveness, so you can spend less time on what you have to do and more time on what you want to do. You've told us that you want to expand your skills across creative mediums. And while you have a lot of questions about generative AI, you're clear that you want the choice of whether or not to use it. And when you do use it, you want it to complement, not replace, your skills and experience. And finally, you've told us that community is vital. You want to connect, share, learn and be inspired by others. This is what shapes our strategy for Creative Cloud and what you will see on stage today. First, power and precision is all about the tools that you use daily. It starts with giving you the foundation to create with performance and reliability and innovating on the features and workflows that you rely on with the Adobe magic that you expect from us, and we love to deliver. And with all of our innovation, you are always in control of the creative process.

Next, creativity requires you to constantly expand your toolbox, from creating new mediums to streamlining how you work on complex projects with team members, stakeholders, and clients. We're introducing new apps and workflows that make creating video, 3D and animation approachable and collaborating on creative projects delightful.

And finally, as you heard from Shantanu and David, community is at the heart of everything we do. We are in the privileged position of getting to serve the most creative community in the world. We welcome our responsibility to give back to the creative community and help ensure the next generation can be as successful as this one. We're excited to tell you today about how we're doing just that.

We have a ton to share with you today, so let's get started with Photoshop, where the creative journey begins for so many of us.

Last year was one of the biggest years in Photoshop history, with the integration of Adobe Firefly. Generative Fill and Generative Expand set a new state of the art in image editing. You've generated over 7 billion images and made Generative Fill one of the top five features in Photoshop.

And we didn't stop there. This year we updated to Firefly Image Model 3 in Photoshop, delivering huge gains in image quality and speed, and we added Reference Image to give you a new level of control.

Of course, it's not all about AI. We've taken innovation in Photoshop to new heights with features like Adjustment Presets and Adjustment Brushes, accelerating common workflows and addressing your most requested features. To share what's new and how she incorporates the power of Photoshop into her work, please give a big MAX welcome to artist and Adobe Creative Evangelist Anna McNaught.

[Anna McNaught] Thank you so much everyone. I am an Artist and Photoshop Compositor and I'm so excited to be back here on the MAX stage to share my creative process with you all. I've been using Photoshop for 20 years, and today I want to create a vapor wave, synthwave scene inspired by Miami, using some classic Photoshop tricks paired with the brand-new features. Let's jump right in. So I have my background image, as well as some assets that I plan to use today. And the first thing I need to do is clean up this image. We got some cables in the way, some wires, we need to get rid of these. Now, of course I could use the Remove Tool and paint that out and that works great, but there's an even faster way to do this now with the brand-new Find distractions, One-click removal, Wires and cables. Check this out! This is awesome.

It's gone just like that. But I know what you're thinking, that's so easy, anybody could do that with the Clone Stamp Tool, that's simple. But what about something like this? Yes, that's a mess, so let's run that again. We got cables going horizontally and criss crossing, covering up the details of this beautiful building. I mean, ugh.

Yes, that is awesome! So that's our before and our after. Check that out. Again, that is Find distractions inside of the Remove Tool. This will save you so much time, it's incredible. So let's start to build some art here. Zoom out a little bit. Now the next thing I need to do is create my custom sky. And one of my favorite ways to do that is with a Radial Gradient. You may remember this from last year, fully editable, no more swiping and deleting here, and it's now located in the Contextual Task Bar, so I can come in here and change this color. Let's bring this down to a midnight blue to create the look of our sky, and drag this out to create our vapor wave sun. That looks awesome. So now I have a couple other assets to add in here. Let's put this vapor wave classic sun in there, kind of adding to this effect a little bit as well as some stars. Now if you know and love Photoshop, you know and love Blend mode. So let's go ahead and change that to Screen. Not the last time I'll be using Blend modes today. These are so amazing. Now let's bring this road up on top here and do a little classic compositing. So we'll just mask this out. And again, in the Contextual Task Bar all of these controls at your fingertips. So just mask that out and we're good to go. Now the next thing I need to do is make this road match the sky. And you may remember we introduced Adjustment Presets last year. And these are super powerful for One-click color grading. So I have a bunch of my custom looks in here that I use quite often. But we'll go with the vapor wave look here. And then let's just drag our road up and clip this, - there we go - clip that to the road. So in a couple of minutes here, my custom background is fully set up from scratch and ready to go. The next thing I want to do is add in some custom elements here. And normally that might mean going over to Firefly, but I'd have to open a new tab for every idea that I have, and that would take a ton of time. Well, no longer with the brand-new Generative Workspace right here inside of Photoshop and Generative Workspace is a place to ideate and to generate assets and it's even a giant archive of everything you've been generating. So we got some butterflies here and a forest scene. So let's start to do some prompting. I want to do a vapor wave style, let's do a dragon, because that would be pretty sweet. If you know Firefly, you know that you have all these Effects here. So we'll do Art and Synthwave and go ahead and generate that. One of the really cool things here is you can continue working while this is generating. So let's go ahead and try some different things here. Now I want to try a city scene, I want to try a palm tree. Look our dragon came in, that's pretty sweet, I like him, he's looking awesome. I want to test all these ideas. Normally I'd have to do these one by one and let them generate. But we've added this new feature here called Add variable and it adds brackets in. And I can simply type out all of the different options I want here, a mountain, my cities, my palm trees and check this out, I can generate all 20 of these at once. So we'll go ahead and do that. And yes, that's really cool, right? It's amazing. Such a timesaver. We've also added this Fast mode for super, super quick ideation. So you can have these all come in right away. Look at that, we got our silhouette, I can definitely use that in my scene, palm trees, a city, I love these mountains and I think I want to add this in. We've also added a Search feature here. So let's go ahead and type in mountain. And we have this Detail view as well, just like a filmstrip, I can click through and look at all of these different mountains that I've been generating over the past few months. I really love this one. I made this in July and I want to use it in my scene, and it's super easy to do that now. So just simply add to Miami document and put it as variations and there we go. That's amazing, whoops, we've got to re-clip those. You guys know how this goes when you're clipping your layers. So that's Generative Workspace. It's perfect for generating assets and ideating. And again a giant archive of everything you've been working on. So this comes in as a variation. We have a couple options here. We can either generate similar or remove background. So let's go ahead and remove that background. That looks awesome. Drag that down. And again in the Contextual Task Bar, all of your layer masking controls are right here, making it super simple for you to just simply paint this layer mask, getting some of those mountains just a little compositing here. Oh yes, that looks sweet. Now the next thing I want to do is add in some stock images. This is part of my workflow that I always do. I got a Miami city scene as well as a vapor wave grid. Now I've composited these together for the sake of time, so we'll go ahead and turn that on. And again using Blend modes. Let's put that on screen. And we got our silhouette in there composited from Generative Workspace. So this is coming together really nicely and it's all looking super cool. And the next thing I want to do is just do a little bit of local color adjustments to bring your eye into the scene. We introduced the Adjustment Brush Tool recently, and this is so powerful for painting adjustment layers. So let's simply start to paint some curves right on our canvas here. I want this to be darker bringing this down. And as I'm painting, I get a layer mask added in here for me for fully non-destructive editing. I can continue to add to this, so let's do a new adjustment here. A little Brightness/Contrast and start to paint in the city scene. Now one of the things I do most often is paint light and glow in my images. This just makes it super intuitive. And I love this workflow, it just makes it so, so easy. This is looking sweet. And the next thing I want to do here is just expand this canvas. I just feel like I want more vapor wave here, more Miami and Generative Expand, we introduced it last year, it's absolutely incredible, and now powered by Image Model 3. This has saved me so much time. Do you all remember the days of doing this from scratch and it took forever? Oh, that looks so good, yes, I really love that. That looks amazing. I got to go with that first one, that is awesome. So that's Generative Expand, again, it saves me so much time here. Now one more little icing on the cake for you all to finish this up. If you know vapor wave art, you know it has halftone bars and chromatic aberration and so I wanted to take it super old school here with an Action. How many of you know Actions? Come on, yes, yes, yes, we love these Actions. So let's go ahead and play that. And there we go, that looks so sweet, brings it to life. There you have it. We went from pretty much a blank canvas to a fully finished composite using some classic Photoshop tricks of the trade, paired with the brand-new features. I cannot wait to see what you all create. Thank you so much.

[Ashley Still] Thank you, Anna. That was amazing work as always. I love watching your creative process and how you use Generative Workspace to explore your ideas. Everything Anna showed is available today in Photoshop, and these are just some of the new features and improvements to Photoshop desktop and Photoshop web this year.

Who wants to talk about Illustrator? Yes.

Whether it's for digital, print, packaging or fashion design, Illustrator is the standard in graphic design and illustration. Over the past year, we've worked closely with you to innovate where it matters most to your work. Let's start with performance. We've made pan and zoom ten times faster and linked images five times faster. So whether you're working with massive files or detailed edits, Illustrator is faster than ever. And we've made your life easier with updates like automatically relinking missing files. In fact, we've delivered over 100 of your top community requested features and fixes this year alone, and we're going even further and making every tool and workflow in Illustrator multithreaded and GPU accelerated. We're also reinventing design workflows with tools like Mockup and Retype, and giving you new ways to quickly explore ideas from color to pattern and shapes with Firefly in Illustrator, We've talked about creative power, expressiveness and speed, so now let's see it. To share with you the latest in Illustrator, Please welcome Designer and Illustrator Michael Fugoso. [Michael Fugoso] Hey! Thanks, Ashley. What's up, homies? My name is Michael Fugoso, I'm a Vector Illustrator that likes to make space themed stuff, turn them into professional grade illustrations. Look at that. There's about a gazillion things happening in there. But I absolutely love this stuff. What I love to do now is share with you a few new quality of life tools in Illustrator that helps me out a ton, and that'll probably help you out a ton too. So first off, the Illustrator team has been super hard at work and improving the performance of Illustrator. Look at my file. Look at this, I'm going to open up my layers here. Yes, that's a ton of layers, right? I'm scrolling down here. I'm not even a quarter of the way through. There's about a thousand shapes and a lot of these shapes have effects applied to them. So keeping that in mind we have a five times performance boost in panning and zooming. Look at this, I'm just going to zoom in there, it's buttery smooth. What's up? I'm going to move over.

I'm going to move over to the face right there. If you have motion sickness you might want to close your eyes when I'm about to do something. I'm going to count to three just to make sure, one, two three.

Performance enhancements, homies. Let's move over to the meat and potatoes. So, I made this illustration here, I'm almost done. I just feel like there's something missing. So, I made these really cool icons to decorate my illustration with over here. I'm going to zoom up on this one right here.

See these four fins right there? I want to align these four fins perfectly around this red circle. Now, we can do that already. With the Rotate Tool we put a center anchor point a number value, just a little bit of a back and forth. We don't want to do any of that anymore. Because we have this awesome tool here called Objects on Path. Check this out I just click on this ring right here.

Hey, watch this! I'm going to rotate all of these. What's up, homies? I'm going to change the spacing between these right here. Hey super useful. Let's go ahead and expand this right here. Sweet. And then I'm going to group my icons. I'm going to group this icon I mean. I'm going to zoom out right here. We're not done. We're not done with Objects on Path yet. Like I said, I want to decorate my illustration with these icons. Now, this is a bit more of a difficult task. These are grouped elements. They're not simple shapes. What will Objects on Path do with something this difficult? Let's see.

Oh, what? What? Okay. I can do all the same exact stuff I could do before. Watch this a star, I want you to move down here. Cool. Hey, moon, I want you up here, homie. No, I'm want you over here. Nice. That is Objects on Path.

It's an amazing tool to align your objects on paths. Heck, yes. We're going to hop into the driver's seat of one of these rocket ships here. So, similar situation before, I am almost done, I just have this Saturn planet left to go. Planets are either easy or difficult for me at least, to pull off, so I need some really cool ideas to finish off this illustration. So we have this awesome tool here called Generative Shape Fill that fills in our shapes with really cool vector ideas. So check this out. I can sample any piece of my illustration to match the style. I don't want to match this cockpit area. I want it to match my background. I'm going to grab that here. So you see in my thumbnail it grabbed a really cool color scheme. It grabbed the really cool squiggles. The squiggles. What's up, squiggles? I'm going to hit Generate right there. No Prompt needed. It's going to analyze my sphere. It's going to analyze the ring and probably tell that it's a Saturn planet. And then it's going to put into account the really cool background element that I sampled there, match the style of everything. And, hey, what's up Saturn Planet? Hey, we got the squiggles right there. We have two other options here. We just need to knock out that white. That's all good. Hey, what about this last one? Really cool. Let's check out one more example here. I made this really quick silhouettes. What about character designs? I need some really cool ideas for characters. So I'm going to select this right here. This time I'm going to type in a Prompt. I'm going to type in: a cute... I already typed it in: cute astronaut character. And I'm going to sample the style of my background here. So you see that in the thumbnail. We got the style selected right there, and I'm going to hit Generate. You know, I'm not very good at drawing characters. I'm more of a rocket ship illustrator. I like to draw the space environments and stuff. So, it's really cool that we can generate vector ideas in here without even leaving the app. Hey, what's up, homie? We got two other options here. What's up, cute little space friend? Hey, what about this one right there? I like that first one. Really cool. That is Generative Shape Fill, just an awesome way to generate vectors with that extra level of control, giving us some really cool ideas. I have one more for you all. Do you all want one more? [Audience] Yes.

[Michael Fugoso] Yes, for sure? Let's do it.

I made this cute little homie for you all. I made this in a I made this in Adobe Fresco. It's an amazing drawing and painting app. I'm going to zoom up right here. The thing is, I didn't use any of the vector brushes. This is all raster. I want this to be in vector. So, I have the options for large-scale printing. But I don't want to start over. I don't want to do my linework all over again, all the gradients. Doing the gradients over will take forever. Well we have thankfully, again, our Illustrator team has been super awesome, super hard at work giving us the new and improved enhanced Image Trace. Check this out. I'm going to select my artwork here. Yes, that's right.

I'm going to select High Fidelity Photo because I want all the fidelities.

Check this out.

So, first it did that pretty quick. But notice we have some color banding right there, we have some imperfections in the lines. It's all good because we just click on this right here. What up, gradients? Click on that. Smooth everything out.

Heck, yes.

Heck yes, everybody. Let me expand this really quickly there. Let's zoom out really quickly here. So, see check out those clean vector lines right there I can easily jump in, make some really cool edits. Very, very nice. One last thing here, that I didn't show you. We're going to get in Isolation mode. What's up, Isolation mode? Come on, what's up? Look at this. It was able to detect every single gradient in there. We got live editable gradients. This is the first time ever, a Vector Tracing Tool is able to detect Gradients. What's up? Hey, that is enhanced Image Trace. It was awesome before, it's even better now. So, we went over performance enhancements in Illustrator, Objects on Path, Generative Shape Fill and enhanced Image Trace. All these tools are available now for you all to make cool stuff. Thank you everybody for letting me have fun up here. Heck yes, and thank you Ashley.

[Ashley Still] Michael, that was incredible. Thank you. Michael showed you Objects on Path, enhanced Image Trace and a beta of the Firefly-powered Generative Shape Fill. All of these, as Michael said, are available today in addition to dozens of new features and performance enhancements in Illustrator. Now let's talk about 3D. What we've heard from you is you want the flexibility of creating in 3D, but learning to use 3D tools is just too daunting. And while you can create 3D looking artwork in Illustrator, even simple changes or just rotating an object can mean you have to start over from scratch. So we thought, what if there is a tool for creating 3D content designed from the ground up for designers? A tool designed to be approachable and fun. What if we focused it less on 3D modeling and more on 3D illustration? Well, we have done just that with Project Neo, a web-based 3D illustration tool built for graphic designers. To share more about Project Neo, I'd like to welcome Michael back to the stage.

[Michael Fugoso] What's up, homies? I'm back, in Illustrator making space stuff, obviously, So I made these poster designs. They're really calling for a 3D looking object. I'm thinking about making a 3D Saturn planet. The thing is I can build that in Illustrator, it'll take some time, but what I really want to do is build it in 3D, be able to rotate this thing and change the lighting on the fly. The thing is, 3D is scary for me, homies. I'm a 2D illustrator and designer that likes to make stuff with shapes as you've seen in my work. Well, Adobe has this awesome new tool called Project Neo, an accessible way to create 3D for someone like me.

Maybe like you too. Let's check this out. So to the left here, we got a Toolbar, nice. To the right, we got our Properties panel, some parameters to adjust. This is already looking a lot like Illustrator which is really cool. I see some familiar looking icons too. I see this like Scale icon. What's up, Scale icon? That's working exactly like I think it would, nice.

I bet you all that these nodes will round the corners out just like they do in Illustrator, and they totally do. Hey, this is looking a lot like a 3D version of Illustrator, which is awesome. I think. You all think so? [Audience] Yes. [Michael Fugoso] Nice. Let's go ahead and build my really cool poster. I'm going to grab a sphere really quick. And populate that right there. Hey look, I'm like halfway done. That looks like a planet to me.

Let's go ahead and create the ring around the Saturn. So I see we have a donut preset here. It's called a Torres. It's not a donut preset, homies, but it's all good. I'm going to hover over the sides of these and see how we can align to the center of any side of this sphere. It just populates right up there. And then I'm going to size this upwards, sick.

We're in a 3D space, homies. So I'm going to move this over to the side. Hold the Option key. And this sizes this down from the center, just like it does in Illustrator which is sweet. And then I'm going to roll this down over the sphere. Look how that lighting just rolls over that sphere. That is incredible. It's like yes, lighting is so hard to do in Illustrator. So it's so awesome that it's doing it live in a 3D space. Check it out, we got a Saturn planet everybody. So I'm going to grab this here and I'm going to decrease the negative space on that ring. So you know what I could be done here. But I want to make this cool. I was inspired earlier by Anna. Remember Anna and Photoshop? Heck, yes. She's my best friend, everybody. Anyway, she made those really cool vapor wave lines that go through the sun. I want to do the same thing. I want to be cool like my best friend. So I'm going to grab a cube here and populate it right up here, and then I'm going to size this down holding the Option key from the center. Nice. And then size this upwards. You'll see everybody I'm going to over promise and over deliver to you all, right now. Here, I'm going to hit this over to carve and move this over on top of the sphere. Check this out, homies. When I move this over the sphere, look how it just cuts through that sphere like butter. So we made that really cool vapor wave line. I'm going to shrink this down a little bit right there. And then I'm going to duplicate this a ton of times over on my Y-axis.

Sweet, and I'm going to decrease the spacing between those lines.

Nice. What you all think? That looks pretty cool. We got the vapor wave lines.

Hey, watch this.

Even a simple just moving this downwards just gives a really cool, satisfying effect like that. Check out when I rotate this thing too, what. Very, very nice, I love it. We're almost there. I'm going to go in quick fire mode because I want this to look even more cool. Where to go? Command C, Command V, our trusty copy and paste works just like it does in all of our other Adobe apps. And then I'm going to decrease again the negative space in that ring right there, okay. Let's move this over like that. And then I'm going to move this over to the side, because again we're in 3D mode here satisfying just rotating objects around honestly. Just rotate that rotate them around like that. Hold the Shift key and it constrains the angle like it does in Illustrator. Again, Command C, Command V do that on the other side.

We are just about done, homies.

Just to finish the finishing touches. We need to give our Saturn planet a little another planet homie to hang out with. What up, planet homie? There you go.

You got a little friend to hang out with there we're going to shrink this down and move this over into orbit. Very nice, very, very nice.

So we're done with a really cool object here. The next thing I want to do, is kind of match the style of my poster. So we can quickly do that because we have these really cool filters here. I can make it look like a video game. What's up? I can adjust the amount of pixels here.

Nice. So every time I change a filter too, I have the ability to adjust anything in editable 3D mode. Look, I can still do all the same exact edits here. Non-destructive editing. That's what we're all about here at Adobe. Heck, yes. And then the last one we got is this Vector Art mode. I think that's what I want. That's probably got to match my poster perfectly sweet. Hey, I think we're just about there. I'm going to center this right there. We're just about ready to download this thing. One last thing. You know the lighting? I was talking about adjusting the lighting on the fly. In Illustrator, if you were to build this, you would have to do it with every single shape, over here, all we got to do is move a lever down. Hey, now, okay.

Lighting, homies, that's right. We're ready to download this thing. So let's go over to our Download. So we got this option to export to MP4 video. We have turntable mode here. Let's see what that does. So this spins it around, gives us a really cool export to show off a really cool 3D creation. But what I'm really interested in here is to send this over to Illustrator as a vector. What? Let's go ahead and do that right now. Yes. So we do that. It's going to open this up in Illustrator. Oh, look at that. Hey, let's delete this right there. The background, look at this I hit my Command Y. Look at that. We got the super clean vector lines. So I built this thing in a matter of minutes. How sweet is that? I'm going to grab this thing, hit my Command G. And then let's paste this into my really cool poster here. How's it going to look like at my poster. Let's see! Command V, very nice. Matches that style perfectly. Sizes downwards. What you all think that looks pretty cool in there? Looks pretty vector to me. Very nice. So if I built this in Illustrator, say I wanted some new variations for my other posters here, I basically have to start over from scratch. But since I made this in Neo, I can just pop back in there, make some quick rotations, make some quick edits, and I made these two other variations for the other posters. This one over here, we have it flipped over to a 45-degree angle and I made it a bit more minimal. And we have the line art here to fit this poster. Heck, yes, everybody, that is Project Neo, homies. An accessible way to create 3D for someone like me. May be like you. Thank you again everybody for letting me have fun up here and thank you again, Ashley.

[Ashley Still] Thank you, Micheal. So you've worked as a designer for over a decade. Have you tried to work with 3D before? [Michael Fugoso] Yes, I have honestly, 3D has always been super... The learning curve has always been super hard for me. And also exporting to Illustrator, my end result is always Illustrator. So exporting to Illustrator, we never had a great solution for that until now. [Ashley Still] So you've been playing with Neo for a couple of months and sharing some of your work with the community, what's your impression so far, and how has the community responded? [Michael Fugoso] Well, for me personally, it's awesome because it reminds me a lot of Illustrator which is great in a 3D platform. The community, you all have been really great. All of you that use it, it's my most popular post on Instagram. Second most popular post on Instagram. Check that out. It's a really cool tutorial too if you haven't seen it. Nice. [Ashley Still] Thank you so much for your passion and sharing your art with us, Michael. [Michael Fugoso] Thanks, thanks, Ashley. [Ashley Still] Thank you. [Michael Fugoso] Thanks, everybody.

[Ashley Still] And Michael is going to be giving away some of his posters that you saw on stage today. So go see him in the community pavilion, and he's going to hand them out personally.

We are so inspired by what the community has already created in Project Neo, and you can join over 60,000 of your fellow designers who are creating in Project Neo, on Adobe Labs today. We want your feedback and we're working to make Neo widely available soon.

So now let's talk about video. It just keeps accelerating. Who likes video? Awesome.

From movies to TV to marketing and social video, the demand for high-quality, engaging video is truly insatiable. Premiere Pro is the standard in professional video, and we are innovating more than ever. We are reinventing pro workflows end-to-end, across editing, audio, color and effects, all in a single app, so you can work faster and deeper, whether your content is a 30-second social video or a 3-hour film.

It all starts with performance. Playback is four times faster, exports three times faster, and we've added support for seven new cameras. For audio, we've delivered a revamped user experience, AI powered enhanced speech and filler word removal. Color. You asked to edit and color grade in the same app, and we've delivered a modern, comprehensive color management system that is simple enough for any video editor to use, whether you're a first time Premiere Pro customer or a video engineer to post house.

And editing, David showed you the Firefly Video Model, the first video model designed to be commercially safe. We've talked with the pro video community to understand how generative AI can solve your biggest editing challenges. And we're excited to share with you today how we've integrated the Firefly Video Model into Premiere Pro. And that's not all. Video projects involve a myriad of creative assets, video clips, graphics, images, documents and more, and tight coordination across editors, designers and stakeholders. A successful video project means keeping track of managing and collaborating on all of these assets and feedback. Today, we've released the biggest update of Frame.io ever that makes creative management for video projects seamless. Frame.io is a single source of truth for all of your video projects, with rich new asset collections and content workflows. Gone are the days of needing to move assets and data across different tools to keep your projects on track.

Let's see how this all comes together. Please welcome Creative Evangelist Paul Trani and Senior Video Quality Engineer Dacia Saenz to the stage.

[Paul Trani] Thank you so much. Thank you, Ashley. I'm Paul, I'm a Digital Designer, but lately I've been creating a lot of video content, which is why I'm here in Frame.io. For those of you don't know, Frame.io is the leading video review, collaboration and platform for storing content, collecting feedback, and really organizes my life as a designer. Because I create a lot of visual designs and here, I am creating a lot of reels. You can see them right in here, scroll through these, see what they look like. I have them stored here. We can check them out. Clicking through real fast. See what this looks like? It's good, it's growing on me. I'm into it. Let's move on from there. Because it's not just about video, because notice right next to it we have a PSD. So that PSD is what was used to create that video. And if that's any good at all, it's because I've collaborated with other awesome designers. It takes a village, and I'd say that's looking pretty good. So it's not just about video. It includes video, includes Photoshop and all your video files and graphic files we would expect to have InDesign in here, Illustrator, PDF, everything that you would expect. But let's talk a little bit more about organizing your workflow. Because if you take a closer look, I don't know if you're like me, you ever have files named something like this? I don't know Daisy final, final, final. I mean, at this time, final version 2. Just me? It's just me. We could do better. In fact, let's click in here. Frame.io makes that easy we could just say hey, you know what? That needs review. Just like that. So we have that marked easy. I don't have to hunt down all the files that need review because off to the side we have Collections. We can see all the files that need a review, are organized right in here, handy for me to check out. And we can see those right there. But it's not just about organizing my life, which I need as a creative, but also organizing and working with others. So I'm collaborating also with Dacia, we have this project that we're working on. We'll click into it, and we can quickly check it out. This cool video. Yes, I could probably do that. Probably not. But you get the idea. We can click through this beautiful quality playback and it's frame accurate. As we dial into this, we could really see the frames we want to take a look at. So that's what I'm doing. Frame accurate. And you know what? I actually really like what's going on here. We'll just add a comment: I love this chromatic aberration. We have annotations. We can get down to the pixel, down to the frame. It makes it super easy for me. We're on the same page. So that's tagged with that frame. It's looking good. We can check out more of this video, cool spins, cool jumps. Checking out their shoes. Not bad. They're all right. But right in here we can jump in and just add one more comment too, because it's a conversation what we're having. So ultimately like, what do we want to do in this case? Do we need to create graphics here? Is that part of my job? Can we find something that will go in this clip? Do I need to - I don't know - do we need to film something? I don't know Dacia. Let's have that conversation. And that's the idea. It's like Frame.io is perfect for me. And when it comes to reviewing my content, collaborating with others, sharing your awesome work with others. Thank you so much.

[Music] [Dacia Saenz] Hi y'all.

I'm Dacia, and I'm back to share my favorite tools in Premiere Pro. Okay, y'all, as you saw, Paul and I are collaborating on a fun dance video. Okay, we got some nice moves here, we're learning for MAX bash. But, hey, I just need to go over here to my new Frame.io panel, and right away I see that I can click on this comment. There're even markers on my sequence. Hey, thanks Paul for the shout out. I appreciate that. But you guys, Paul is on to me. I have a glaring issue here. Let's just take a closer look.

[Music] [Dacia Saenz] I am living for the beat drop. I'm loving my edits after that, but... What is this? What is this about? Okay, here's the deal, y'all. It's only like, two seconds worth of time. Thank you, Paul, for the offer to make a graphic, but honestly, that's not going to be enough time for people to read it. I don't want to find a shorter clip because I'm trying to cut those fast, quick cuts after the beat drop. Editing is all about spacing, timing. So yes, can we make this clip longer? Paul, I wish I could do that. There's just no more clip. I can't do it. You know, normally we might do something like slow-mo this shot. But it's already slow motion. That's not going to work. We've all use hold frames egregiously. That's definitely not going to work. But check it out. I got a fresh new tool today in today's beta called Generative Extend. Check this out. Ready for this? Where there was nothing, now there is something. This is powered by the new Adobe Firefly Video Model. This is to extend video and audio. This is so incredible. And with the magic of the Adobe MAX stage, boom, we're time traveling. So before I even play that back, let's just go over here to where the first, our end of our clip actually was. I'm going to do a quick cut because I just want to put those new frames on a different track so that we can all be really clear where the new frames are, and the old frames were. And let's start that jam again. [Music] [Dacia Saenz] Yes! Y'all! Did y'all notice? No, that's the point. It's seamless. It's imperceptible. Most importantly, I don't have to edit. I don't have to do my edit again. I don't have to go find a new shot. Gen Extend is perfect for those moments. Just another tool in our post-production toolkit. Check this out. I got another really fun reason to use Gen Extend. I like to be out in the world taking beautiful shots, I think I'm a really great DP, and then this happens. Why? Why? Abort it! Abort it! Why couldn't I just hold it a little longer every time? No problem, no problem. Check this out. We're going to erase that as though it never happened. Again grabbing my Gen Extend Tool.

We're going to make some magic. Let's skip ahead. We know how it works. It's processing, it's thinking. Check this out. Y'all saw what it looked like before. Let's see the after.

Wait for it.

Que bonito! Look at that gorgeous pan. Let's see. Let me turn that off. Do you remember what I was really doing in real life? Oh my gosh, that was that. No, no, no I'm a professional y'all. Look at this. Gorgeous! That is Gen Extend available in today's beta. But we're about to do something. Yes, yes, yes, yes. Shout out to the Gen Extend team. They worked real hard for this, y'all. I can't wait for y'all to try it. We're about to do something that we rarely do on the MAX stage. And that's give a Sneak before the Sneak. So we're time traveling to the future. We'll jump in timelines, so to speak. Dad joke.

Here's the deal. I've got two of the scariest words in my language. Mask tracking. If you know, you know. I get hives just thinking about it, y'all. It takes a long time to mask track. But check it out, we've heard your feedback. One of the topmost requested features is coming to Premiere Pro, Object Selection. Yes, for video. Look, the lions can't even believe what I just said. If you use this in Photoshop or Lightroom, you know the magic I'm talking about. So check this out real quick. I'm going to grab my Objects Select Tool. Look at this! Que bonito! I just hover over my gorgeous cats and Object Selection sees it all. And I just want to point out the complexity of this video. You guys, this is all very similarly toned, very demure, very similar hues. Object Selection is on it. No problem. Let's get to work though back in my Frame.io panel. Jordan says, can you mask this space dancer out of the shot? Ay dios mío! Again, normally I would be crying about it, you know why? Because I'd have to take a little Pen Tool, and I'd have to go around and make clicks all around, at every single one of these edges, I'd need to go frame by frame, moving those little... It's going to take forever. I don't want to do that. Not today.

I'm going to grab my Object Select Tool. We're going to make two clicks and we're going to start tracking live right now on stage. And for my non-video folks out there, what am I talking about? I'm talking about making a mask that has to shapeshift with the object that you have selected. This takes a lot of time. I can't even explain it to you because it's already done. It's over. Here we go. So let's just go in. Look at that.

That's incredible. That's incredible. Here's the deal. Let's just get to work because we've saved so much time. So I've been working on this little number. That's looking fresh. I do have a love affair with space, as Michael does too. We all do. We're going to level this up, though. First of all, I'm going to add a little jam to it. I'm going to use these new beautiful audio crossfade handles in Premiere, I don't know if you've used them, they're gorgeous, and we're just going to take that mask that we just made, we're going to stack it on top. Hey, bro. We're going to stack it on top. There we go. Hang on. I hit the wrong button, y'all, I'm nervous.

Here we go. We're stacking it on top, we do a little compositing, we're going to add a jam to that to celebrate. Here we go. [Music] [Dacia Saenz] That is looking so good. Y'all see that text behind the astronaut? I'm like a budding compositor up here. And because Object Selection has saved me so much time, I'm just going to go wild, do more. We're going to do more. I'm going to put my space dancer in space. I'm going to put space in my space dancer.

I don't care. Check this out. Kelly says, hear me out; three astronauts. Well, using the new Properties panel, you got it girl. We going to make some quick backup dancers here. Check this out. I can just boom, boom. Look at this, we can multi-select.

Y'all, do you go chasing waterfalls? We live in a vapor wave heaven. That's amazing. Makes me want to dance right now. Dang. That's cool. But I know what you're thinking. Dacia, these astronauts don't even have hair. What's the big deal? I could do that in two hours, cool. Well, then what about this? I challenge you to mask track this clip out. Check out, I mean, let's talk about the complexity of this, hair's flying around, dancers are in and out of the frame, the camera itself is moving around. This would be a very difficult shot to track in any app. But, well, we got some magic in the works for you guys. I'm just going to click that and again we're going to do it live. Let's talk about those soon to be over days where we would sit at our computer trying to mask track hair, and tears would be falling, and we would be getting all of the carpal tunnels. Oh my gosh! Probably a lot of coffee breaks, which we're not going to be able to do those very much longer, y'all. That's a problem. It's done. Put your violins away. I can't cry for too much longer. And we're going to do some boom boom boom. Let's see. We're going to take our dancers back to Miami, 1965. We're going to put on a jam to celebrate, and let's go. [Music] [Dacia Saenz] Look at that. [Music] [Dacia Saenz] Ay dios mío. Ay dios mío, que bonito. Mira. Mira. Mira. I just wanted to come back. Look at this. The audacity of this accuracy, y'all. How dare it? Look at that, it's so beautiful. And because Object Select is so quick, I can just literally make multiple looks just like this, bam bam bam. We can put that in Frame.io get some comment, feedback, have those conversations y'all. This is Object Selection coming to a future Premiere Pro near you. Stay perfect, Miami, and come see me at the booth.

[Ashley Still] Thank you Paul and Dacia. All I can say is wow. Dacia's showed you some dancing astronauts and Firefly powered Generative Extend. We're just getting started on how we can solve real world editing problems with Firefly and Premiere Pro. And because Adobe Firefly Video Model is designed to be commercially safe, you can use it in your projects with confidence. Generative Extend is one of the many new features and performance enhancements now available as a public beta in Premiere Pro.

We're also always looking to give you more choice of platforms that you can create on. Today, I'm excited to announce that in addition to Photoshop, Lightroom and Acrobat, the latest version of Premiere Pro is now available on Windows Copilot plus PCs. And through the partnership with Microsoft and Qualcomm, Premiere Pro is the first Adobe app to leverage the NPU, which is a dedicated AI processor to automatically tag audio files and assign presets. So when you open your content in Premiere Pro, you can just get started editing right away. You can learn more on www.adobe.com.

Paul and Dacia also showed you the power of the all new Frame.io that combines asset management, work management and collaboration into a single source of truth for all your video projects and more. Support for Photoshop, Illustrator and InDesign files means you can now work across video and design assets. The next generation of Frame.io is available today. Finally, Dacia gave you a sneak peek of the game changing smart masking that will transform how you edit in Premiere Pro. Smart masking will be available in the coming months.

Let's take a second to catch our breath. We've already seen a ton of innovation across Photoshop, Illustrator, Project Neo, Frame.io, and Premiere Pro.

Creative Cloud also gives you amazing tools like Lightroom, the standard for photography, and Adobe Express, the create anything app to take your Photoshop, Illustrator, and Premiere Pro content even further. To walk you through the latest innovation in these tools, I'd like to welcome Deepa Subramaniam, Vice President, Product Marketing for Creative Cloud. [Music] [Deepa Subramaniam] Thank you so much, Ashley. Hi, Miami! That was incredible! It's kind of hard to have a favorite demo, but those smart masked dancers took my breath away. So, we got to keep the excitement going and talk about Adobe Express. Our simple and powerful web and mobile application that lets you create anything quickly and easily. And I mean easily. Whether you're a creative professional, a marketer, or a small business owner, you can create and edit all types of content in Adobe Express, images, video, animation, you name it.

Now many of you are creative professionals. You've invested time and energy in learning Photoshop, Illustrator, InDesign, Premiere Pro, and more. So, the beauty of Express for you in particular is it expands the power of what you're able to create in those applications, in an interface that lets you do more easily. Express unlocks workflows between creative professionals and the people they work with every day, like marketers. Express is also valuable when creating on your own too. It's like a creativity multiplier for you to expand what your content can be and how it comes to life. And Express is seamlessly integrated into the platforms you rely on daily, like box, HubSpot, Slack, and more. To share with you how Express is super easy to get started with and has a ton of headroom to do more advanced professional work, please welcome back designer Paul Trani to the stage.

[Paul Trani] Hello everyone! I'm back! I'm still a designer and this time I'm working in Photoshop on this music festival in Photoshop. Nothing says music festival like a static image with no music, no movements, nothing. I could do better as a designer and for my clients. So, I want to go beyond Photoshop and really amp this up. Here I am in Express and I could use Express and I could use that same PSD, dropping it in there using my content, whether it's an Illustrator file, say Photoshop, even InDesign now and I'll just click over to this tab, so I already have it loaded in and everything comes in as you'd expect. Perfect, everything comes in nice and neat. We can do some little tweaks, maybe dynamically reflow this content. I just kind of bounce that around. Everything just kind of works nice and neat. Like I said, I want to amp it up. One easy way to do it is brand-new, is animation, Animate All. Yes, just animate everything. Just do your job Express. I'm going to hang back and sure enough we can see everything kind of pops in, just like make it pop. Clients always want that, right? Make it pop. Are you happy clients? There we are.

Even from there I can start to tweak this, add my own animation. That's what I'm doing right in here for this text in the center, because I want it to dance. I want it come to life. Maybe this is you at the MAX Bash, or you do this type the bobs, or I'm more of a wiggler, honestly, but I'll probably go with pulse again. You feel that music, but I'm bringing this design to life and that's the idea. How did this come to life? It's weird that the text is moving now, and the images are kind of static I can go beyond that. Let's just delete those images. I still want to capture the vibe of those images, but I want to use video instead. So, in Expressive I've access to video. So, you just search for what you want. I want my search for some techno dancing. That's what I'm looking for, some content in here. Let's see what's going to look good. Drop it in, check it out. This clip might work. She has the vibes that I want, she's cool, she's doing her thing, she's covering up all the content, I know all you have all that main character energy, calm down. I'm going to select Remove background, on a video. I'm used to doing that in Photoshop, I'm doing it on a video. That's a long video. We'll let it do its thing because while that is happening, I can search on another video, maybe get some fun level meters for instance that will go in the background. Change the Blend mode like we do in Photoshop, push it behind everything. Something like that is what I want to do, like so. And again, we have our video right here. We can still see our video, and again, just like that I just remove the back of a video. Dacia, where are you? I could do cool things too.

All on video, which is really cool. And I still have that level of control like I do in Photoshop because she's not integrated in the design. I just kind of want to nest her back there and do some tweaks. I could do some adjustments, some image adjustments, maybe do an effect. So we're used to, say, gradient maps in Photoshop. We just have duotone, click on what you want. That looks good, she's dancing around doing her thing. But I still want more, I want her more integrated. Is she in front of the text, in the title or behind it? I'm like, what's the situation? How about both? So I'm duplicating that text, put it on top, create a little layer sandwich, if you will, removing the fill, keeping the outline of that stroke right there. There's a little layer sandwich, delicious design. Come on, you can do this. It doesn't have to be hard. And it's not.

But there's more in here, I'm feeling good about what's happening. I have a second scene so we can take a peek at it. It kind of transitions into this second scene, that talks about the artist. It just does a dip to white, but I feel empowered by video, honestly. So that's what I wanted to do. How can I get creative with this? I'm thinking, I can search on like light leaks because I want just those, sort of like flashes that you have, like you're at a festival or a club or something. So we'll fill that, we'll still change that Blend mode, like so let's change. Let's take a look. Bonus. Guess what? You have full control. Show layer timing, open that up, adjust the timing like so, something like that, scoot that over, get it right just the way you want it. What do we have is like flash, is like at the club, we're all fam, feeling it, feeling good about this.

Next scene. I'm going to make all these assets. And here's where we highlight all 20 plus artists a lot of work. Even for this text I got to change that out. Guess what? I'm going to turn this into a template. But I'm do you one better, check this out. I'm going to lock down the design. So that's the font colors, all that fun stuff, but allow others to replace the text, which is awesome for me. You want to do that with the text, you want to do that with the image. You can do that, locking that down, you're controlling the design and others can change the content. Last move for me, make that a template, call it what you want, save it to your library so you have your brand library. But now I'm going to show you one better. It's not just giving you a template that has all these various controlled features. Check this out. If you need to whoever's using this, you need to pick a font or some colors or whatever. I'm going to make sure it stays on brand so I can have these guardrails in place, which is awesome for me because I can sleep good at night, honestly, nobody's going to mess with the design. Fantastic. And I get to bed at a decent hour because I'm offloading a ton of work, which is awesome for me, and it should be for you guys. That's my time, thank you so much.

[Deepa Subramaniam] Thank you, Paul!

Paul showed how he added engaging motion to his Photoshop design with the brand-new one-click Animate All feature along with powerful capabilities like Remove background in video, all resulting in a really well integrated design. Also, now you can directly import InDesign and Lightroom files into Express to add animation, edit text, and take your designs and photos even further. These are just a few of the new features available in the latest release of Express. If you have Creative Cloud, you already have access to Adobe Express and everything Paul just showed. It's free for you to use, and it's free for your clients and collaborators to use as well, on both mobile and desktop.

So let's switch gears a bit and talk about one of my favorite Adobe applications, Lightroom.

I'm sure I'm not alone in saying that I love taking photos to capture and share the moments that matter the most to me. And 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 photographers' workflows. We pioneered non-destructive editing for digital photography and are the leaders in raw image processing among photographers around the world. And yes, I agree, and that was just the start. Over the last decade, Lightroom has continued to lead the industry with trailblazing innovation like introducing HDR editing and advanced color grading, selecting subjects and supporting upright geometry, and innovating on a host of AI-based features. And all of this innovation is available to you across Lightroom desktop, web, Android, iPad, and iPhone. As you can see, year over year, Adobe has led the way and expanded the value you get in Lightroom.

You have made Lightroom the standard for photography, built on a rich history of innovation and a passionate community that continues to this day, not only for professional photographers, but anyone who wants to take and share photos. So let's take a look. [Music] [Ella Matson] It's been a dream of mine, pretty much my whole life to have all of my hobbies in one place, all the things that I like to do where I can just walk up and start doing it. [Music] [Emanuel Hahn] When I'm looking at telling stories, I often reflect on my own experience as a third culture kid. Good to see you. I was especially drawn to the Korean community in Los Angeles. A lot of the shopkeepers reminded me of my own parents. I like presenting people clearly and with dignity. [Ella Matson] I love shooting a good mix of city and nature. I love both spaces. I find them both to be very inspiring. Just like toss it, kind of like... [Music] Shooting on film forces your process to be more deliberate. As soon as I've got the scans on my computer, I Airdrop them straight to my phone and then start editing. I just like to spark joy and make something that's simple and nice, like a dessert. The most exciting part is definitely seeing the results. Collaborating with other people has really changed my workflow. Just sit down at the computer and look through everything together and then share it on a Lightroom album. [Emanuel Hahn] Through photography, I've been able to travel the world and capture really interesting homes. Photographing architecture has become one of my favorite things to do. The way that the sunlight interacts with a home is so incredible. My work has been published in Dwell Magazine, Time Magazine. It's given me the opportunity to be in the lives of people that I otherwise would have no reason to. [Ella Matson] It was really scary to leave a solid career for something that may or may not pan out, but I think the biggest thing that's keeping me going is that I don't really care if it works or not. This is going to be the best year of my life, even if it all goes down in flames.

[Deepa Subramaniam] Thank you, Ella and Emanuel, for sharing your stories. Since 2014, we have been bringing the power of Lightroom to your phone with Lightroom Mobile, which now has a redesigned UI and introduces new retouch features, adaptive presets, and AI-based workflows that help you relive your memories faster through the active editing and get you to your final photo faster. To share with you the latest and greatest on Lightroom Mobile. Here is Adobe Creative Evangelist, Terry White.

[Terry White] Thank you. Thank you, Deepa, I am so happy to be back on the MAX stage. More importantly, talking about one of my favorite apps of all times, one of the apps that I use every single day. How many photographers are in the audience? How many people that just like to take pictures.

So we got something for you no matter where you are on that spectrum, because Lightroom offers you so much more than what you can do over the standard photos app. So I'm going to start with my phone, and I'm going to start where many of you start or some of you, I won't say many, in your messy camera roll. If your camera roll is anything like mine, you've got photos, you've got videos, you've got screenshots, you've got receipts from dinner last night, you've got memes, you've got jokes, you got stuff you want to buy later. You've got everything in that camera roll. But every now and then you have a shot that's important to you. So I'm going to go into my album here, where I've got a photo that I took in Iceland, and I know Einar is out there. He was standing with me when I took this photo. This was a sunset, there he is, this was a sunset. And it just doesn't look the way I remember. So I could do some things with the native photos app, but I could do so much more if I take it over to Lightroom. So let's go ahead and send it over to Lightroom. And here it comes. And this is the beauty of Lightroom. It already came into an album that I'm already using for other things that I'm going to share later. I can tap to hide the interface. I can enjoy the photo. More importantly, this is a Terry White-requested Lightroom feature, I can, while I'm in this mode, secretly rate the photo by sliding up and down on the left or right and give it a pic flag without ever having to leave this interface. Now I can go back, and I can begin the editing process. I always start with an Auto tone. So I'm going to tap Auto Tone and that will begin to adjust the exposure and color. But it's just too washed out. So I'm going to go to my favorite slider of all time in Lightroom, and that is the Dehaze slider. I'm going to pull that over, and now I'm starting to get that drama of the sunset that I remember. And it did it overall. What I'm really not seeing is the drama in the sky. So this is where we go to the grown-up app, because in Lightroom I can go to Presets and more importantly, Adaptive Presets. And you might be wondering what are Adaptive Presets? It automatically generates masks based on the type of preset that it is. So I have Portrait, Sky, Subject and Background, and I go to Sky, it's already generating the masks for sky so I can pick whatever Sky preset I want, including the ones that I made myself. That's a cool sunset. I love purple, one of my favorite colors, but that's not the look that I saw there. I'm going to go to Dark Drama, and that gives me that feel of the sky that I'm looking for. But if it's too dark, not dark enough, I get a slider and notice it's only affecting the sky being an Adaptive Preset. So there we are, this is where I started, this is where I ended, quickly and easily in Lightroom, non-destructively on my phone.

Also, bonus tip, as of today, you'll be able to share directly to Instagram from Lightroom on mobile. Next up, I'm going to head out of this because I also took some drone video when I was there. Now this drone video, I'm not going to spend a lot of time on it because I don't really like it. I'm going to go ahead and play it and it's taken off in a very random spot as the camera is pointed at the ground, at the gravel. I wasn't good at flying the drone right away, so it takes off, and I don't know where I am, but I'm going to go ahead and just say no. I'm going to trim all of this. I don't want any of that random footage at the beginning. I want to go to the important part where I'm flying over the glacier. This is the part where I want to be. So now that I've trimmed it, I can go into Color, I can adjust the color of it quickly, I can go into Light, I can bring down the exposure, adjust the lighting, I'm all done. By the way, I'm doing this in real-time while I was playing on my phone. Next up, I'm just going to go to Presets because we have over 50,000 presets from the community. People like you that made presets, so I can get the look that I want, I can do all this, I can go to specific categories like Cinematic. There's my vapor wave, Anna, here it is. This is my vapor wave of Iceland, but let's go on, let's go to HDR. And in HDR we got some cool effects because we also are introducing HDR video editing on Lightroom Mobile as of today. So I'm going to go to one of my Presets that I want. Here's a Preset for Warm Sunset, that'll give me the look that I want. And we'll play that, we'll just let that go. And here's my before, here's my after. Editing video live to tone it like my photos in Lightroom on mobile.

Next up, let's go to my favorite genre; working with portraits. Now I took this in a garden and it's okay. I could post this, but why just post it when you could do so much more with it? So I'm going to go in and do that Auto Tone. But the skin tone is just not quite warm enough. So I'm going to go to my Color, and I get this amazing white balance eyedropper so I can just drag this over something that should be white, black or gray, tap, and there it is, I get those warm skin tones that I want quickly and easily. Now that I'm there, I'm going to go ahead and zoom in, because you'll notice in the lower left-hand corner there's a brand-new icon. Looks like a little magic wand. These are our brand-new, announcing today, Quick Actions. And what Quick Actions do, first thing is analyze the photo, and it says, okay, I see a subject, a background and a person. I'm going to offer these as suggestions for what you might want to edit. So I'm going to go right to Retouch, and it's going to say, okay, I see a person, I see teeth, I see eyes, skin, hair and clothing. Now I'm going to go to eyes because I love the eyes to stand out. I'm going to exaggerate them for you so you can see the difference. I wouldn't make them quite that bright, but you can see them now and then I'm going to go to teeth. Who doesn't want their teeth a little bit brighter in their photos? And next thing I want to do, there's a whole industry for that, next thing I want to do is I'm going to go to hair, and then with hair I'm going to just make the hair a little bit more contrasty and stand out a little bit more, quickly and easily, all on my phone in Lightroom without having to go to Photoshop. So here's my before, here's my after. Nice, subtle, easy retouching. But there's one more thing.

One thing you can do to make your portrait stand out more is to make your background stand out less. There's a brand-new background mask. I just tap it. It figures out what the subject is and selects everything but the subject. Now with the background selected, I can just lower the opacity or, not opacity, the exposure of the background, and bring that background down so that she stands out more against that background. I get the looks that I want quickly and easily and non-destructively here on Lightroom.

Let's switch over to one more photo. Now you saw Anna talk about removing distractions, wires and cables. By the way, in Photoshop there's also people distractions. But I'm on my phone and as you can see, there's a big distraction in this photo. So I'm going to go to the Remove Tool. And in the Remove Tool I've got a brand-new toggle to toggle on the power of Firefly, with generative AI. I've got it turned on and unfortunately, it's time to remove that distraction. Let me make my brush the right size. There we go. You guessed it, the parents were just in the way.

No one wants to see their parents kissing at that age. Well, just now, of course I'm joking. I could have let that go and it would do a great job, but I'm going to go ahead and cancel it because the kid jumped in at the right moment, but the camera didn't capture in focus. So the kid is really the distraction in this case, and we're just going to go ahead and brush over the kid. Now, keep in mind, the kid is also blocking mom's legs. So not only does Generative Remove have to figure out how to remove the kid and put the background back, but also has to regenerate mom's legs just like that. Now. Hold on, hold on. Let's give credit where credit's due. The phone companies are trying to catch up with this. They're putting this in the native photos app. But what they won't give you is the ability to pick your favorite result. You can choose the one you like best. That's the one I like best. Here we go.

So again, before, after non-destructively on my phone without having to go to Photoshop. Now this is great. I did all of that from landscape to video, to portraits, to distraction removal, all on my phone without having to go back to my computer to work on it. But I'm a professional too. And I like to shoot with professional cameras. And you saw Dacia and Paul talk about Frame.io. Well, I've got my Frame.io open with some shots I've taken earlier, so that they can collaborate and they can leave comments on them. But if you don't mind, let's try something. I'm going to take some pictures of the audience.

If I can get like, 5000 of you to move over. Wait, wait. They're telling me I can take more than one. You stay where you are. Here we go.

Cool. And as you see, as I'm taking these pictures, Frame says, oh, I see new images coming in, great. This is cool.

I love you too.

So I'm just shooting, because I'm working with a camera that has Frame.io built in, so I can be out and about shooting, I can be in the studio shooting, and my colleagues are getting the images as I take them to review and mark them up and tell me in my earpiece, you need to take more of the audience on this side. Great. I left you guys out. Wait, there's some executives over there. Let's get them too. There's Maria. Yes, there she is. She gave me a pose, there it is. She gave it to me. Cool, let's move over here. There's Scott.

We'll get some cool shots over here. Now, while those are coming in, even if I didn't have the browser open, they'd still go up to Frame, they're coming in from the wireless connection on the camera. But you know what? While this is good, and while this is great for that kind of workflow, my photos are in Lightroom, that's where I live. So this is a great ability to have review and comments from my Frame collaborators. But at the end of the day, I want all those shots that I just took to be in Lightroom. Well, we're giving you that as of today. I connected my frame account to my Lightroom account. And so now I not only have the ability to send photos over individually, who wants to do that? I don't even want to open a browser if I don't have to. Well, guess what, Here's Lightroom. They're already there.

They're already there. I didn't have to do anything. I didn't even have to have the browser open because it's not only Camera to Cloud, it's camera to Lightroom. Yes, I'm trademarking that today. Cheers, everyone. Thanks for coming out. I love you, Miami. Back to you, Deepa.

[Deepa Subramaniam] That was great. Thank you so much, Terry. We are so excited about Camera to Cloud, which as he just showed seamlessly syncs your photos straight from your camera into Frame and Lightroom. We have partnered with leading camera manufacturers on Camera to Cloud, and today we're excited to announce three new partners joining the Camera to Cloud family.

Welcome to the party, Canon, Leica and Nikon.

Terry also showed the new Firefly-powered Generative Remove, along with the all brand-new Quick Actions, which are just a few of the powerful new features in Lightroom Mobile, available free for download on iOS and Android. If you care about your photos, Lightroom is for you. Before I hand things back to Ashley, let me thank you so much for having me up here today. I'm looking forward to meeting and chatting with so many of you and leaving MAX Miami more inspired than ever before. Have a great MAX and thank you so much.

[Music] [Ashley Still] Thank you, Deepa. We've shown you a lot of product innovation today. Photoshop, Illustrator, Premiere, and Lightroom are expanding your creative power and precision. Project Neo is unlocking the promise of 3D for designers. Frame is aligning creative teams on a common vision, and Adobe Express is a quick and easy app that gives you more creative options.

Your feedback guides us and your passion and creativity inspire us. The community is at the heart of everything we do. We have expanded our beta programs and the number of community members that have access, and we've expanded our on-campus programs to support the next generation. We've also brought the community together both in-person and online. Over the past year, we have hosted nearly 400 in-person community events across the globe. And for those of you that are doing the math, yes, that's over one every single day. And I've had a chance to directly meet and learn from over a million of you online and in-person. In all of those conversations, it's clear you're concerned about the rapid pace of change in the industry, especially around generative AI. And for those wanting to start a career in the field, you want to help navigating how to get your foot in the door. We are just one member of a rich and robust community, but we are in a unique position to support and bring the community together to navigate all of these changes. So we reached out to one of the largest creative communities in the world and asked them if they would want to partner with us to tackle these issues. And they said yes. We are excited to announce that we're partnering with Creative Mornings, a worldwide community of creators that come together for conversation, inspiration and meaningful connection.

Adobe is now a global partner and sponsor of Creative Mornings. We'll be working together to host in-person events and workshops, local clubs, and hands on field trips to help build creative skills, demystify generative AI, and, of course, drive conversations of how to succeed in the industry. And everything, all the events and workshops, everything is free for the community.

We are so excited to be able to work with Creative Mornings and look forward to meeting with all of you.

I hope you're excited about what you've seen so far today. With Creative Cloud, we continue to invest in what matters most to your creativity, power and precision, expanding your toolbox and supporting the community. I hope you find time to visit the Creative Pavilion, take advantage of the many training sessions, and make new connections at MAX. Thank you so much and let me hand it back to David. [Music] [David Wadhwani] Thank you, Ashley, thank you, Deepa. Thank you to all the amazing artists that came out and showed you those demos. I really, really love them. And the crowd reaction was awesome. Especially that one woman who was so excited about Objects on a Path. As Ashley and Deepa showed us how new features in Photoshop and Premiere and Lightroom and Illustrator are taking creative imaging, photography, illustration and video editing to the next level and how the all new Project Neo combined with Illustrator is making 3D approachable to 2D illustrators and designers, and how Express is becoming the go-to-tool for digital layout. So with that, let's turn our attention to what happens when you make your content and how you can collaborate with more scale across three key workflows. First, getting feedback as you create your content. Second, empowering your organizations or your clients to get more value out of the content that you do create. And third, driving measurable business outcomes with your creative skills. Let's start with gathering feedback. As Paul and Dacia showed you, the all new Frame.io available to anyone from freelancers to enterprises is now enabling not just video, it's always done video incredibly well, but now natively supporting creative file formats including Photoshop and Illustrator and PDF files. And as a result, what we're starting to see is more and more customers are turning to Frame.io as their work in progress digital asset management platform of choice.

Now let's also talk about empowering your organizations. Paul showed you how Express brings Photoshop and Illustrator, Lightroom, Premiere and InDesign files to life and takes it to the next level of creation and animation. But Express is also a powerful collaboration tool because it lets you publish your Photoshop, Illustrator, InDesign files as Express templates and lock those down the branded elements that you don't want to see changed so that you can enable your marketing, your sales, HR, and communication teams to create variations while staying on brand. Let's take a look. [Video narrator] As a marketer, I'm doing a lot. I'm making social content for all our channels in multiple languages and keeping everything engaging and on brand. That's why I love working with branded templates like this one from my designer Paul. Such a game changer. It's super easy to replace images and text. In this case, I'll edit the artist image and artist name. But I see that Paul has blocked these design elements, so I know to keep them as is.

And because the brand colors and fonts are part of this template, I know any changes I make will stay on brand.

Now this design looks great, but I need to share this on a variety of social channels that all require different sizes and aspect ratios, vertical, 4x3 or square. With the built in Resize feature, Adobe Express makes this incredibly easy. With dozens of presets for all my social channels, I simply select the sizes I want, and in just a click, I'm done. [Music] [Video narrator] And since this festival is being promoted globally, I need to translate this template. With support for over 45 languages, the translate feature makes it an effortless task. I love how I can choose the tone of voice for my campaign, select the languages I need and everything is translated and organized to include the resized versions as well. Amazing. Plus, our PR manager is working with the templates for press kits, the sales team is building pitch decks for corporate sponsors, and HR is producing comms to hype up our whole team. Now we're all creating on brand. [Music] [David Wadhwani] Great, so Express, give it up for Express. It is an incredibly versatile tool. It's a great way to do digital layout and cross media for professionals, and it's a great way to collaborate with your marketing, sales, HR and comms teams or your clients. And it's been amazing to see the uptake of Express, both with pros and the organizations that you work with.

And the last thing we want to talk about when it comes to collaborating is about how your content and your work and your vision actually drives your business. This is often all about your interaction with Performance Marketing teams. For many businesses, the workflow between creative teams and Performance Marketing teams is the lifeblood of revenue and brand. And that's where Adobe GenStudio for Performance Marketing comes in. It brings together your creative teams and your Performance Marketing teams in a deeply connected workflow. Let's take a look at this. [Video Narrator] Adobe GenStudio for Performance Marketing gives you more control of your work, your brand, and most of all, your creativity. Whether you're a creative or a marketer, you can make, modify, approve, and activate on brand content super quick.

Let's start with the calendar view in Campaigns to see everything that's live and upcoming, you need to promote your fall campaign using your pre-approved creative assets. No sweat. Let's do it. You've already uploaded your brand guidelines along with your templates and assets. [Music] [Video Narrator] Now you're ready to create a new ad. You can quickly create content for various channels, in this case paid social. To personalize your creative, choose your brand, your persona, and the product. Choose from the pre-approved images the team has made. Let's pick these four, smart templates with built in guardrails are here to protect your brand every step of the way. Enter your prompt and create. Nice, just like that you created a whole new set of ads. The AI-powered brand check gives every variation a score to help you evaluate how you're tracking against brand guidelines. When you're happy with your ads, invite reviewers, creative directors, copywriters, legal, and others to leave comments and give their stamp of approval. When everything is approved, it's easy to activate your ads. But creation is only the beginning. Insights show you exactly what content is driving the highest engagement and why down to the asset and attribute level. You now have the data to shape content strategy, make better creative decisions, defend your work, and deliver higher performing content on your next campaign. With creative and marketing workflows and hyper intelligent insights, GenStudio for Performance Marketing frees you to do more of the bold, boundary pushing work you and your customers love.

[David Wadhwani] Great. I am incredibly excited to announce that GenStudio for Performance Marketing, now that's part of our family of GenStudio Marketing products, is available today and generally available for everyone and businesses of all sizes.

So I'm joined today by Varun Parmar. Varun runs the GenStudio for Performance Marketing team. Welcome, Varun. [Varun Parmar] Thank you to David. Really excited to join you today. [David Wadhwani] Excellent to have you here. You've been spending a lot of time over the last few months talking to marketers, with creatives. Let's start with the creative team, that's who's here today. So the creative conversations you've had, what problems are you really trying to solve for creative professionals with GenStudio? [Varun Parmar] So what we've heard from all of you is that you are the custodians of the brand in your respective organizations, and you want to be at the heart of that process. So what we've done is that we've actually codified your influence across the entire content workflow in this new application, starting with number one, giving you full control in the brand, so you get to establish the brand voice guidelines, the channel guidelines, and the image guidelines. The second thing that we've heard from all of you is that sometimes there's a part of the content that you produce that doesn't get used as much as it should. So we've made content really, really accessible for marketers for both remix as well as for use. And the last thing we've heard from you folks is that it's really important for you to take a look at the final content before it gets activated. So we've embedded really robust review and approval workflows in this new application. [David Wadhwani] And how about from the marketers perspective. So clearly I think there's a lot of value in terms of maintaining control for creative professionals, but what about from the marketer's perspective? What do they get out of this? [Varun Parmar] Yes, David. So we believe that we built the most powerful and intuitive self-serve application for marketers out there, and it allows them to create on brand performance content that they can publish across channels. And there are two things specifically that we've heard from marketers. The first one is, that they are not really the experts in the brand DNA. So we have this AI-powered reviewer that allows them to check for compliance before the content gets activated. And then the second thing that we've heard is that they need a quick and easy way to publish this content across all of the channels. So that's also part of the application. [David Wadhwani] And then the real power, of course, comes in when you connect the workflows between creative teams and marketing teams and the insights you get back so that creatives can create more effective content going long-term. How does that all play out? [Varun Parmar] So I think one of the really powerful capabilities of this new application is very granular performance insights that we offer at the campaign level, at the channel level, at the ad unit level, as well as at the content level, both for creators as well as for marketers. So for creatives, we know granular metrics are really important for you to make these creative design decisions. For example, if you have a gradient background or if you have a lifestyle image or if you have a music genre in a particular video, this application allows you to know which of these is actually generating the most number of click throughs. On the other hand, for marketers, they want real-time access to campaign as well as ad unit level performance, and that's available inside of this application. [David Wadhwani] And we've been using GenStudio for Performance Marketing for a number of months at Adobe. It's really easy to use, but the ecosystem behind it is incredibly complex. So you couldn't build this without a broad set of partnerships. You want to talk about who's been working with us? [Varun Parmar] Yes, so really excited that we've actually partnered with the leading advertising platforms for both activation as well as for ingesting performance insights. So we're announcing these integration partnerships with Meta, with Google and Campaign Manager 360, with Microsoft and Microsoft Advertising and Snap and TikTok. And David, this is just the start. We're going to expand to a lot more partnerships to make sure activation is really, really powerful in this brand-new app. [David Wadhwani] Great, thank you, Varun. - [Varun Parmar] Thank you so much. - [David Wadhwani] Thanks for joining. Again, GenStudio for Performance Marketing is available today for businesses of all sizes. We've been using it at Adobe along with a number of beta customers. It's made a huge difference to how effectively we're able to collaborate across creative teams and the marketing organizations. And you're going to find a lot of deep dive sessions about Frame, around Express and GenStudio, so you can understand once you create the content that you work so hard at, how do you get the most out of it? So please check those out in the next couple of days.

We talked about creating and collaborating and all of this, everything you saw this morning and more that we weren't able to work into the Keynote is actually available today.

[Music] [David Wadhwani] I have a simple question for you guys. Do you have the energy for, as they say, one more thing? I want to sneak something to you that you're going to be able to get your hands on, Not today, but in a few months.

Over the last year, we've seen some amazing uses of Firefly. But one thing that we kept seeing over and over and over again is when people use the Firefly web app to come up with and refine ideas. We wanted to lean into this. So we worked with creative teams on a free form multiplayer surface for exploration, so you can collaborate while you ideate. With that, welcome Danielle, please. I just want you to know, Danielle just got back from her honeymoon, and she rushed to the MAX stage to show this off to you. So, Danielle. [Danielle Morimoto] Oh, my gosh. Holy cannoli, I was not expecting that. Well, I am so excited to be sharing the latest around Adobe Firefly. I am here on the web on the brand-new Firefly homepage. Now this is a great place to come to generate ideas, I can go from concept to creation. Now I like to make things like images, video, vector. I can do all of that right here on the site. I have a prompt already typed in. So let's go ahead and generate this. And this takes me over to Text to Image. I have this lion cub, these really beautiful generations. But like we saw from Anna earlier in Generative Workspaces I have access to the brand-new Fast mode feature. So with this toggled on, this allows me to create low res images, but so I can ideate a lot quicker and just bounce through a lot of ideas. So let's go ahead and change this to a sloth.

And then I'm going to add a Reference Image in here as well. And then I'll go ahead and generate this. Now I want a little something more 3D, some colorful look to this. And they're really fast, again, I get those generations with Fast mode. Now, beyond Fast mode, something I'm really excited about is upscaling. I now have access to high-quality resolution images. I love this one in particular. So let's go ahead and just upscale this. I need those really crisp quality images for my work. Beautiful, this looks fantastic. I'm going to go ahead and save this to my favorites so I can use it later on. Now beyond that, there is now a Generative History in Firefly. So per session, I can always go back to those previous ideas I had, kind of bounce around, it really just matches my ideation process. But the thing is, I don't just work across one session, I work across multiple sessions with multiple people across multiple surfaces. So with that, I'm going to head back to the Firefly homepage. And I want to introduce the brand-new project concept. I have a file started already, so let's just jump right in. Concept is where creativity begins. Now this is a modern mood boarding application with an infinite canvas and multiplayer collaboration. So I'm working on creating a music album cover design, and I'm doing that with a few friends. This is a web application, which means that it's great for collaborating. I'm going to go ahead and add in Michael to this file. He's going to help me finish out my designs. Let's see if Michael shows up. I mean, he did say that Anna was his bestie, so I feel like he's not really cooperating with me anymore. He's been just too much for me. So I have a few other people in here. Seriously, drama backstage. So we have a few other collaborators here. I know you can hear me, Michael. And I have pulled into my artboard some of my favorite images so far. Now I see that Paul is going to help me out instead of Michael. Thank you, Paul, my new bestie. And so when I'm looking for inspiration, I want to pull that in from everywhere, especially my own work. So I have some of my own photographs on the desktop here. I'm just going to grab these and it's as easy as dragging and dropping those in. And I'll let Paul take a look at those, see if we want to use them for some inspiration later on. And of course, if I don't have something in my own work right away that I have access to or want to use, I can always check out Adobe Free Stock Collection. This is built directly into the app. I can search through these preset categories and I just have so much that I can search from here.

With that, I do want to create a little bit more of like a mountain landscape, something with these kind of purples and red tones. I could head over to the Firefly site, I could generate a bunch of images, try and download those, bring those in. The great thing about Project Concept is that generation is built directly into the app. So go ahead and just generate right here. Let's add this in. I'm going to type in, pink and purple gradients. And of course I want this to be a bit of a mountain landscape. So I'll add mountains to this as well. But you'll notice right away I'm getting results coming in because this is real-time generation. Super-fast, super fluid.

Let's pull in some of my favorite images so far. Just drag and drop these onto my artboard here. And I think I like this one the best in particular. With any selected images I can always take more actions. I could remove the background, I could download this right now or I could even export this to Photoshop or Express and bring all of my work further. For now, I actually have something very specific in mind. So I'm going to go ahead and just copy this image and let's bring this down here where I have a few other ideas of what I want to do. So when it comes to early stage ideation, I'm open to exploring a lot of different ideas. I want to see a bunch of things that really inspire me. So right now I have ideas of little things I want to include. This sort of like string texture, this explosion of kind of powder for something dynamic, this mountain landscape. I could write an entire prompt describing all of these things, how these things come together really cohesively. I'm not fantastic with words, so I'm definitely not going to do that. Instead, I'm simply going to select all of these images and use the Remix feature. Now, what this does is it's going to generate an entirely new image with a few options looking at all of these coming together and the oh, okay, amazing. There we go. This has just generated a few different versions. We kind of have that weird, funky, stringy spaghetti effect. I'm into it though, it's really cool. And of course, I can always generate even more variations if I'm liking what I'm seeing. Again, I can just get so much variety. This is really just scratching the surface with this feature. This is remixing. It allows me to explore so many different directions that I may not have thought of previously.

With that, I like this one in particular. So let's go ahead and just bring this into our artboard. I'm going to go ahead and scale this up, just to finish this out. And then I want to check on Paul. Kind of want to see what he's up to in my file. So let's just make sure. Looks like he's not doing much, Paul. Okay, now you hear me, we got to finish the file.

Sometimes when I want to generate, I also notice that things can be really center composed. And the thing is, I really want to better art direct my images. I want to be able to manipulate the composition. I could use Generative Fill, Generative Expand, those are built into the app, Generative Fill though, that's destructive. And so with that, I want to give you a sneak peek at the brand-new Firefly Image 4 We're always looking at improving our models and our quality. And with that, let's put in a moody office with art on the walls, and we'll go ahead and let that generate. So yes, we'll see what we get back, it's always different. It's a little dark, it's grungy. I'm into it. Now, the thing is with Firefly Image 4, there's a brand-new feature called Region Prompts. So I simply add a region, and with this rectangle I can just manipulate this. I'm going to make it a little smaller, and specifically I want a guitar. I want to make this more of a music room for this album. And what this does is regenerating the entire image, taking into account exactly where I want that guitar.

Yes, it's pretty powerful. And the thing is, this is non-destructive. So I can move this rectangle around and there we go. It's over on the left side now. This is going to regenerate again with the guitar exactly where I want it. And what's really powerful is I can create as many regions as I want. So let's add one more down here. It is a little too moody for me, so I do want to add in like a colorful rug to brighten up the space just a little bit and we'll let that come through, again, super, super beautiful. This is the brand-new Region Prompts with Firefly Image 4.

Yes, Paul, you're hard at work hopefully. I mean, I see the butterfly still, I see, great. All right, Paul is doing his thing, thank you, Paul. I mean, he's filling in for Michael, so. I have one more thing I really want to do here. I have these three images. And unlike remixing where I was open to so many variations and possibilities, I know exactly how I want to use these images. So what I need is control. And so this time when I go ahead and generate, I'm going to use Composition Reference. I want to select this butterfly person because I really want to use that as my overall structure. I want to maintain that for my composition here. And then I'm going to use this image here, for the style I want sort of those yellows and reds to really come through. And there we go, it's already affected it. And the thing is, with this last image I have, with this kind of spiral effect, I want that to really influence the background. I kind of want something dynamic, but I don't want everything else to change. I really need that precise control. And so with that, I'm going to use Parameters, again, as simple as selecting this image on the canvas, but this time I have more controls. I can select this specifically for the background, for color, for lighting, for style, for subject, there we go. This came in exactly for the background. Really, really powerful. Let's drag in again just a few of my favorites here. And again being able to select an image just for the color, just for the lighting or the style, it gives you so much precision. So Paul has done his job, amazing. Thank you, Paul, I'm going to add this last image in here.

And let's go ahead and just place it on our little Polaroid. And Paul's finishing it off, this is looking really good. So I'm going to go ahead and just... I can always export this out to Photoshop so I can continue our work there.

And with that, that is the brand-new Project Concept. It is extremely powerful. It allows me to create so many different ideas with so many people at the speed of thought. Thank you.

[David Wadhwani] Thank you, Danielle.

I am so excited about this project, it's a really powerful way to generate and explore ideas with your team and check out the Firefly web app if you haven't checked it out recently, it's got some incredible new capabilities. But as we talked about with Project Concept, expect to see more in the next couple of months, Just as Danielle showed. Also, while Danielle was doing this, you got a glimpse into Firefly Image 4 Model The results here are truly astonishing. Incredible detail, photorealistic quality, richer moods and esthetic and a ridiculous amount of adherence to prompt coherence and comprehension. So stay tuned for that. That's also going to be coming out soon. So if you take a step back, we've shared a lot with you today. If you take a step back, you can see that we want to be there with you and for you all the way from concepting to creating to collaborating with what you do. We're all living through a time of massive change as Shantanu talked about in the beginning, but as a community, we've been through this change before, and we want to be by your side again to help you navigate all of this. So in the end, your creative vision adds color to the world and everything that we all experience. We want to be there as your partner for that. So thank you to all of our artists who presented today. Thank you to the Miami Beach creative community for welcoming us with open arms. And thank you all for inspiring us every single day. And with that, I hope you enjoy the sessions over the next couple days, be sure to check out the Creative Park, spend time meeting people that you don't know. That's one of the most important things about MAX in our mind. And just have a great MAX. See you back here tomorrow.

[Music]