Adobe has unveiled a series of AI innovations and features across its Creative Cloud suite including a new Photoshop (beta) with advanced generative AI features such as Generate Image and Generative Fill with Reference Image.

During the MAX London conference, Adobe debuted this plus several other major product releases benefitting from its growing AI capabilities, powered by the Firefly Image 3 Foundation Model (beta). As was featured on stage at the recent Adobe Summit in the US, Adobe is working to bring Firefly and AI directly into Experience Cloud, Document Cloud and Creative Cloud workflows to make AI more practical for users.

With Photoshop, Adobe is promising to deliver more photorealistic output, greater detail and accuracy to generative capabilities in the platform off the back of the latest Firefly improvements, as well as improved levels of control with Style Reference and Structure Reference. It's also brought text to image capability, powered by AI, into InDesign.

While on stage at MAX, Adobe also demonstrated mobile workflows across content creation and marketing in Adobe Express using Firefly generative AI, making its creative tools available to all mobile users. Since its launch in March 2023, Adobe Firefly has been used to create over 7 billion images, demonstrating the demand and potential of generative AI in the creative community.

At the enterprise end of town, it's introduced Adobe Firefly Services and Custom Models to help brands produce personalised content at scale. New capabilities include Object Composites aimed at enabling creative teams to blend products and objects into high quality generative scenes in seconds, and Style Kits which help teams create templates for Firefly prompts, reference assets, common libraries and more to scale consistent generative AI content across the enterprise.

"Adobe’s steady stream of generative AI innovations are inspiring demand across the creative community – from students to creative professionals and Fortune 500 companies," Adobe president, Digital Media Business David Wadhwani, said. "With the latest release of Photoshop, the new Firefly Image 3 Model and the recent launch of Express mobile apps, we’re bringing the power of AI to creators whenever and wherever they need it."

Adobe also demonstrated how Adobe Express will transform mobile workflows across content creation and marketing. The company introduced new creative capabilities for enterprises, including Adobe Firefly Services and Custom Models. These new offerings are set to revolutionise how businesses approach content creation, offering more personalised and efficient solutions.

In addition, Adobe previewed generative AI innovations within Adobe Premiere Pro, which are set to reimagine video creation and production workflows. The company also released AI Assistant for Reader and Acrobat, transforming digital experiences with generative AI for consumption and creation.

Lastly, Adobe introduced the next generation of Frame.io, a creative collaboration platform that streamlines and simplifies workflows across content creation and production. This innovation is set to further enhance Adobe's suite of creative tools, offering a more integrated and efficient creative process for users.

The AI push is the latest in a suite of announcements in recent weeks bringing AI into other Adobe products. Last week, the vendor previewed generative AI innovations within Adobe Premiere Pro to help streamline editing videos, including adding or removing objects in a scene or extending an existing clip. These new editing workflows are being powered by a new video model that will join the family of Firefly models including Image, Vector, Design and Text Effects.