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Adobe Unveils AI-Powered Tools at MAX 2024 Conference Adobe Brings Generative AI to Premiere Pro Contributors are compensated when their Stock image is used as a reference point, once the edited image resulting from the generated output is downloaded,” Adobe tells PetaPixel. Artificial intelligence is playing an increasing role across many genres of photography, but few feel the impact of AI more acutely than stock photography. Whether outright generating images or editing them with AI, Adobe has, unsurprisingly, fully embraced its Firefly AI technology within Adobe Stock. With designers complaining about wanting a faster creative process, Adobe seems to have heard the collective sighs and is rolling out some exciting new generative AI features for Illustrator and Photoshop. “We’re standing on the threshold of a transformative moment in generative AI,” he tells me, revealing we’re about to see a “shift from the prompt-based era to a controls era”. The concern for creatives is seeing their work potentially lumped in with those tasks. But you have to trust that the company isn’t “taking stuff from other people and reappropriating it,” said Acevedo. “I think that people will see AI as a good starting point, but then as things look all the same over and over again, I think that people would be very fatigued with how it looks,” said Natalie Andrewson, an illustrator and printmaker. Our community is about connecting people through open and thoughtful conversations. But the newest AI tool for Adobe Photoshop allows editors to remove distractions in one click. Called automatic image distraction removal, the tool uses AI to not just remove the distractions, but find the distractions. At Sundance 2025 in Utah, the creative tech giant has announced a new AI-powered Media Intelligence tool that automatically analyses visuals across thousands of clips in seconds. Available in Premiere Pro in beta, it can identify the contents of each clip to make them searchable by text, potentially saving video editors many hours when searching through footage. We truly believe that [generative AI] can revolutionize our marketing content supply chain. To do so we’ll need to not only focus on the technology platform but also on people and process components. Since 2001, he has been editor-in-chief of TV Tech (), the leading source of news and information on broadcast and related media technology and is a frequent contributor and moderator to the brand’s Tech Leadership events. For those who have followed Adobe Firefly’s evolution of tools like Generative Fill in Photoshop, this really shouldn’t come as a huge surprise. However, to see it in person is still quite impressive—much in the way the very first generative AI images of Generative Fill were for image editors. Kicking off their annual Adobe MAX conference in Miami, Florida this year, Adobe has announced that their Firefly video model is finally ready to release to the public and is available to try out today. Before designers can edit a section of an image, they have to select it in the Photoshop interface. “Some [AI] things are game changers, but I understand that with generative AI, it’s controversial. There are other companies that are being a little suspicious as to how they’re pulling stuff.” But professional creators now face a difficult choice about what role — if any — AI should play in their work. Adobe Firefly is the technology powering the new generative AI innovations in both Photoshop and Illustrator. Adobe MAX 2024 – Adobe blends AI and automation to scale marketing content delivery For photographers, the new pixels are nearly always meant to jive with the background, making it look like a distraction was never there in the first place. If the pixels are too smooth, too noisy, or the wrong color, one distraction has just been replaced with a new one. Adobe is aware of the issues and explains that, unlike non-AI tools, those powered by technology like Firefly, which is constantly being fine-tuned behind the scenes, are not continuously improving in every possible situation. While a one-step backward, two-step-forward situation is foreign to most photo editing applications, reality has changed in the age of AI. But many artists still have serious concerns about how generative AI is trained and used, and how its enormous impact on the creative industry is shaping it now and for years to come. Generative AI is one of the most controversial topics in the industry, and professional creators have been pointing out all the reasons why AI cannot meaningfully replace them for years now. Even with Adobe’s thoughtfully crafted caveat that AI isn’t here to replace creators, the company is diving into the deep end with a plan for integrating AI across all its products. In the future Adobe is imagining, AI won’t be a dirty word; it’ll be the newest tool in professionals’ arsenals. It’s an idealistic future, to be sure, but it’s one Adobe is committed to bringing to life, even if it’s a steep uphill climb. During my time at its Adobe Max annual creative conference last month, the message came up in every interview, on the showroom floor, during demos and literally within the first 10 minutes of the two keynotes. The update with the latest Firefly Vector model is now available in public beta, and as Adobe continues to push the boundaries of what’s possible with AI in design, we can expect even more innovative features and updates. The update also brings a new Dimension tool to Illustrator that automatically adds sizing information to your projects, and a Mockup feature that helps you visualize your designs on real-life objects. Retype is another nifty tool that converts static text in images into editable text. However, the “Generative Extend” AI beta is not full-on generative AI, but rather a feature that allows creators to extend clips to cover gaps in footage, smooth out transitions or hold onto shots longer for perfectly timed edits. As the disgruntled photo editor adds, there is no simple way to roll back to an older version of