Adobe has announced a bunch of new features across its portfolio of products at its annual creativity conference MAX 2024, hosted in Miami, Florida. The software company used the conference to announce over 100 new features across Creative Cloud, along with new Generative AI capabilities for its Firefly model, that aim to provide more flexibility for creators. These new features have been announced across Photoshop, Illustrator, Premiere Pro, InDesign, Lightroom, Adobe Express and an all-new Frame.io. Adobe also announced that its Firefly model has now been used to generate over 13 billion images by now.
"We're giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision and creative control in their hands." said David Wadhwani, president. digital media at Adobe. "With the demand for content proiected to grow exponentially, we're empowering creators to scale the use of their content across marketing, HR and sales teams."
For enterprises, Adobe announced the general availability of GenStudio for Performance Marketing. This will provide an end-to-end content supply chain solution that optimises the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalised customer experiences. The all-new Frame.io has received new updates that expand to support collaboration in audio, photo, design and other creative workflows. The new version adds Canon, Nikon and Leica to Frame.io's Camera to Cloud ecosystem.
One of the most interesting announcements from the conference was Generative Extend for Premiere Pro. As the name suggests, the AI-powered feature allows creators to extend the length of a video clip within the Premiere Pro platform by simply dragging the file. This also works for audio effects but not dialogues and music because of copyright. Also, only for videos up to 1080p, shot at up to 30fps in 16:9 aspect ratio.
Along with this, Adobe has also announced text to video and image-to-video features for premiere pro. Both are self explanatory. All of these will be available for free in beta for now but prices will be announced later.
Interestingly, Adobe’s team of engineers in India have been working closely with the global teams to bring some of these features to life.
“This year, we have added new tools to our flagship applications like Photoshop, Illustrator, InDesign, Premiere Pro and Express – all driven by the power of generative AI – supporting creative professionals across all steps of their process and aiding in streamlining workflows and boosting productivity. The Adobe India team has been a key contributor to these innovations, as always aiming to empower the booming creator economy, Shanmugh Natarajan, Vice President – Products, Digital Media, Adobe said.
The new features added to Photoshop this year include a new Distraction Removal smart technology to help remove people, wires, poles and other distractions from images, Generative Workspace (beta) that helps designers ideate, brainstorm, and iterate concepts simultaneously, a new Substance 3D Viewer (beta) that offers new ways for graphic designers to view and edit 3D objects while working with 2D designs in Photoshop, and the general availability of features like Generative Fill, Generative Expand, Generate Similar and Generate Background powered by Firefly's Image 3 Model.