MAX London Keynote

[Music] [Narrator] Please welcome President of Digital Media, David Wadhwani. [Music] [David Wadhwani] Good morning, everyone! [Music] [David Wadhwani] Welcome. How are you guys doing? [Cheering] [David Wadhwani] Not bad for London. Great to be here. Really, really great to be here. It's been six months since our last MAX in Miami. So, we have a lot of ground to cover this morning. You're going to see some amazing demos by some amazingly creative people. But first, thank you. Thank you for taking the time to join us here in person. One of my favorite things with everything I do and everywhere I travel is spending time with these many creative people in one place. There's always so much that we learn through the interactions. And of course, hello to everyone watching online as well.

As you may know, we started MAX in London last year because of the city's incredibly rich history in creative arts. Constable's paintings, Cameron's photographs, Westwood's fashion, Hitchcock's films, they all made us see the world, and frankly, they made us see ourselves through a different lens.

Their work and your work not only inspires us, but drives us to push the boundaries of technology, so that we can bring your amazing ideas, your funny thoughts, your moving visions and heartfelt creations to life in brand-new ways all the time. But perhaps one of the most iconic examples of this was our collaboration with David Hockney, Graham Nash and Nicholas Callaway when they came to Adobe 35 years ago to experiment with this new and little-known project, called Photoshop. [Cheering] [David Wadhwani] There's one Photoshop user in the room. [Laughter] [David Wadhwani] Literally one. Artists like Hockney embraced these controversial ideas. Yes, these were really controversial ideas. Many artists at the time actually worried that digital editing would kill creativity. But Hockney and others did amazing things with Photoshop, and they helped normalize digital art, and they pushed us to make Photoshop better over the years. And in the process, they supercharged everything to do with digital art and the revolution that it created. And they turned Photoshop into a household name.

Now we continue to have the privilege of spending time with many of you, including at events like this. And many of the new generation of creative minds are coming into the industry, because the industry's always changing. And while we continue to get a lot of amazing ideas for what we should be doing in our Creative Cloud applications, we hear more and more and more about creative process, everything from exploring and concepting to creation, to production.

Now with exploration, many of you tell us that you actually want your creative ideas to diverge before they converge. Anna McNaught, who was here last year on stage, is a digital artist that starts with her sketches, pencil and paper, then she uses Firefly with her sketches to concept hundreds of variations by generating and iterating and remixing these ideas over and over and over again. And when Anna finally gets to a visual feel that she's looking for, then she starts the creation process and turns to the power and the precision of Photoshop and Illustrator and Premiere and our other CC applications. And finally, for many of you, once you've actually created the vision, you turn your attention to production. How do you translate your copy, so that you're able to increase its reach? How do you composite your designs, so you can increase personalization? How do you resize your images and reframe your videos for each social platform? That's really where production comes in. And in fact, companies like Estée Lauder, for example, they design content for customers across 150 cities. They want every piece of content to be localized and culturalized and personalized with everything that they produce. With that, I want to take this morning and I actually spend time walking through each of these three stages, they're very related. But there's also work that we're doing across all three of these. And we're going to get started with a deeper look at exploration. And we have a lot of exciting things to show you here. This is where the all-new Firefly app is an absolute game changer.

Firefly, for many of you who haven't had a chance to really use it yet, we've relaunched it about a couple of months ago to be the all-in-one app for exploration and ideation with generative AI. It lets you Generate images, and videos, and audio, and vectors, and designs, and lets you work across all of these different media types. You can Generate an image, you can turn that image into a video, and you can composite that video into designs that you ultimately publish. And of course, all of this is underpinned by our Firefly commercially safe models. And today, I'm really excited to announce the all-new Image 4 Model. This is a brand-new imaging model from Adobe. It's designed specifically for creative professionals. It comes with sharper details, greater photorealism, it Generates higher resolution 2K images, it's fast, so that you don't have to break your creative flow, it gives you incredible control, so you can control the composition, the specifics of the style, the prompt coherence is off the charts, and it finally gives you the ability to determine if you want highly stylized looks for the output or if you want clean raw output that's easier for editing as part of your creative process. With that as background, I really want you to see the new Firefly app. And Kelly is going to walk you through that. Welcome, Kelly. [Kelly Hurlburt] Thank you, David. Hello everyone! [Applause] [Kelly Hurlburt] I'm really chuffed to be here in London, and even more excited to show you the brand-new updates to the Firefly app. Like David said, Firefly is really the ultimate place to explore and bring your ideas to life with a ton of creative control. Not only can we create with image, we also got video, audio, vector, all of the things, but let's kick things off in Text to image. If you used Text to image before, you'll be happy to see that we now have session history, so I can always go back to any of my previous ideas and continue to work off of these old ideas. But in this case, we want to start something new. So, I'll go ahead and add my prompt here, I'll click Generate. This is going to create with the brand-new Firefly Image 4. In this latest model, we've really focused on improving hyperrealism, especially when it comes to human portraits. And these are looking really awesome. Let's take a look at this one maybe more closely. You can see how well it's matching that reflection. I love this light and the vibe it's giving to this image. This looks awesome. But if we come back here to the prompt, you'll see it's kind of lengthy. Now, I know you guys in Europe are pretty good at learning multiple languages. It couldn't have been me, I'm a dumb American. I don't know how to learn these crazy prompt languages here. What's great about the Firefly Image 4 is while it can handle prompts of this detail, it also works really well with short prompts as well. Let's try another example, maybe just, a close-up of a ladybug sitting on a rose with dew drops. And from this left panel here, I have a ton of options and controls to help me further articulate my vision, so I can change the Aspect ratio, the Content type, Composition reference, Style reference. I'll go ahead and add some Style Effects here. Let's make this Hyper realistic. I can also change the Color and tone, the Lighting, the Camera angle. Let's make this Macrophotography. This time when it Generates, it's not only using my prompt, but it's using these settings as well. And I just find these settings a lot more natural and intuitive of a way to direct this image than to try and write some crazy novel of a prompt. And these are looking really awesome as well. Let's take a closer look at this one. I love all the details in these dew drops. This ladybug is looking really sharp, really crispy. This is awesome. This is Firefly Image 4. And of course, generation is just the beginning. If you wanted to edit this further you could always open this up in Photoshop for some more advanced editing, or if I just have some quick edits, I can do that right here in the Firefly app with Generative fill. And then from here I can add and remove things, I can also change the Aspect ratio with Generative expand. It's really great to just build up my composition over time right here in the Firefly app. Let's say I wanted even more control over this composition right from the very beginning. That's where our next tool Scene to image comes in. Scene to image lets you use a 3D scene as your composition reference. I'm actually heading to the Cotswolds tomorrow, so I figured we could do a fun little cottagecore scene here. I'll just quickly add a rounded door to this floor. This track pad is not my friend today. Hold on, I'll just grab the mouse here. There we go. Oop. I'll quickly add that and just rotate that around. There we go, now is attached to the floor. We can also add some stepping stones. You see I'm just using really basic, primitive shapes here. I'm not a 3D expert by any means. But this just makes it really easy for me to add these objects to the scene and move them around, rotate them put them exactly where I want them to go in the composition. And then finally, let's add a cute little mouse here in our bottom corner. Again, we'll just really quickly rotate that around. There we go. We'll add our prompt and click Generate.

And from the Generate panel I have all of the same options as Text to image, so I could always add Style effects here, add a Style reference, I can also change the Strength of this overall 3D scene. So, right now I have it at 90, I want it to really closely match my scene. And it's is looking pretty cute. [Laughs] [Applause] [Kelly Hurlburt] You can see how it matched those stepping stones exactly. This would be really hard to convey in words this exact placement, size, position. I love that Scene to image gives me this really tactile direct control over my image. So, this is image generation in Firefly but like I said at the beginning, we can also create with all kinds of mediums. So, let's switch gears and head over to Video. I'm really excited to also show you the brand-new Firefly Video Model. The first commercially safe video model out there. Again, we'll start with a short prompt, we head to the Italian countryside this time. And just like Image, with Video we have a control here on the left as well. So, I can change the Resolution, the Aspect ratio, the Frame rate, the Shot size. Let's go ahead and make this Camera angle Aerial. And I also control the Motion of this image as well. It's going to use my prompt and the settings to generate this video completely from scratch. And this does take a little bit of time. Not too, too much time, but a little bit longer than we have for this demo, so I'm just going to jump ahead to a result I generated earlier this morning. And let's take a look here. [Chuckles] [Kelly Hurlburt] This is looking very beautiful. Definitely an aerial shot. I love the time lapse effect in the clouds and just the really vibrant colors of these rolling hills. This would be great for something like storyboarding, maybe even B-roll. This is Text to video, we also have Image to video as well. So, let's say I actually had a specific image in mind that I wanted to bring to life. I found this really cute claymation image, also of an Italian countryside, from Adobe Stock, and I think it'd be cool to add some motion to this image. I can add that as my first frame, I could also add a last frame here, and then I also want to add just a little character to the scene as well. Let's add our little claymation buddy, and then Generate again. This time it's going to use my image as the basis of this video generation. That's essentially going to kind of auto-animate this image for me. Again, we're going to skip ahead, cooking show style here. And let's take a look at our result. [Chuckles] [Kelly Hurlburt] Who is he? Hold on. We're going to do this again. [Chuckles] [Kelly Hurlburt] He is so cute. [Chuckles] [Kelly Hurlburt] Don't know if I want to beat him or I want to eat him. So moldable. Ideal man right here. This is the Firefly Video Model, and these are just a few of the tools that you can use in the Firefly app. There's so much more for you all to explore. Back to you, David. [David Wadhwani] Thank you, Kelly. [Applause] [David Wadhwani] Don't go anywhere. Thank you, Kelly, for that. First of all, Firefly, I hope that really sinks in is a broad set of generative models with world-class control, that Kelly showed. It's certainly at a new level now with the ability to have the latest image and video models, and it lets you explore ideas in a whole new way. It's also included with your Creative Cloud plan, so make sure you check it out, firefly.adobe.com, all of that is part of what you guys already have access to. It's also coming out on iOS and Android, so keep an eye out for that in the next few months.

But that's not all. For those of you who follow Adobe, a few months ago at MAX in Miami, we showed you a Sneak of something called Project Concept. And through the private beta that we've been working on with hundreds of people in the community, it's clear that many of you need a more focused space to generate and collect, and mash up content, and do it collaboratively with people that you're working with. It's a new type of surface, purpose-built for ideation and collaboration. And I'm thrilled to announce that Project Concept is now called Firefly Boards. A whole new way to moodboard and storyboard with creative concepts that you're working on. And with that, it's in public beta. It's part of Firefly already and Kelly is going to walk us through all of that. [David Wadhwani] - Kelly. [Kelly Hurlburt] - Hello, again. [Chuckles] [Kelly Hurlburt] I'll show you how Firefly can help you to explore. But sometimes I just need to bring all of my ideas together in one visual space, or maybe I want to brainstorm with my team. Well, that's where my personal favorite part of Firefly comes in: Firefly Boards Firefly Boards are an infinite collaborative canvas that bring together inspiration, exploration, generation, all in one tool. And today, I'm working on a pitch for a perfume ad campaign. You can see I've already generated a few different visual directions here, but I want to explore another, and I want to do it with the help of my team. So, from the big blue Share button in the top right here, you can see I've already added Jason and Michael to this file, but let's go ahead and add my friend Paul as well. We'll send off that email. And now we can all co-edit in this same file. Let's add some inspiration. From the left Toolbar here, this is where we can bring things on to the canvas. We have traditional design elements like artboards, text shapes or I can upload images from my desktop. If you're like me, I kind of have inspiration just all over the place, maybe it's on a folder on my desktop, or a stock library or a Pinterest board. I love that Board lets me bring all of that content in one spot. From the right, this is where our panels live, and I can bring in content from here as well. Let's say I didn't actually have any inspiration yet, you can always search from the free Adobe Stock library just right here in the panel in Boards. Or I can open this up for an even larger, nice gallery preview here. Just choose all the ones that I like and add them to the canvas. Now, pro tip I can also arrow-key through some different layouts before I place them on the canvas here.

So, we've got our inspiration in place. And I think I'm ready to now visualize my idea in high-fidelity. So, I love that generation is right here in the same spot as my inspiration. And again, I'm working on a pitch for a perfume ad campaign. So let's start with something pretty basic, just, woman wearing a blue fur coat holding a perfume bottle. You can see the results are going to load up here in what we call the Filmstrip. I can hover over them for a larger preview and then just add the ones, I actually like, to the canvas. So, that just keeps my canvas neat and tidy. She's like a pretty good kind of a basic style, though. If we go back to my inspiration here, some really compelling stuff, and I just don't quite know how to translate the things that I love about these images into my own idea, into those magical words that I need to prompt. What I'd love to be able to do is just visually match these images together. Well, that's exactly what I can do with the Remix feature. So, I go ahead and select both of these images, and then from the Contextual Toolbar I can click the Remix button. What that's going to do is automatically write a description for each of these images, and then merge them together into a single prompt, so I don't ever have to do any prompting myself. I can just mix these things together and get these super interesting results. You can see it's definitely pulled in that red background, that circle cut out, but kept my original subject and just created this really graphic composition. I love how it turned framing the model here. Let's try this again. One of my favorite parts about this being collaborative canvas is I can always, if I'm out of ideas, I can always check out what my coworkers are doing. Let's head over to Michael's corner, see if we can steal some of his ideas. What's up, Michael? I can copy these over, move them into Kelly's corner, and let's riff off of Michael's stuff in Kelly's corner here.

And again, I'll select each of these images, and click the Remix button. I don't just have to remix two images, I can actually remix together as many images as I want, really. I'm just going to try and bring together visual attributes of each of these images into a cohesive composition. And this is looking pretty cool as well. I definitely love how it's brought in the sphere elements from this ones, from the color palette. This is Remix, really great for just broad, serendipitous exploration. If we go back to our inspiration here, there're actually specific parts of each of these images that I'd love to incorporate back into my own idea. And that's where our next feature comes in. Let me quickly just copy these over here. I want to start from this red image as my base image. So I can go ahead and click the Load button to load that prompt back into the Prompt bar. And then I'm going to use the Eyedropper Tool. If you've used a Color Picker in something like Photoshop or Illustrator, it's very similar, but instead of sampling color, we can actually sample visual attributes of an image. Let's say, the overall style, this one, I like the collage effect. I can select it with the Eyedropper and then use it as a Style reference. And then with this second image, really love this low angle. I feel like this would be great for a perfume ad campaign. Very high fashion. I'll go ahead and use this as composition reference, and then I will just quickly change the aspect ratio to match. So I'm just kind of like visually pulling things together, mixing and matching, using these different techniques to bring or mesh together all of the ideas that I love from multiple images. And you can see this looks pretty cool. [Applause] Yeah, thank you. [Applause] I love how it's added this collage effect to the background. It definitely has that low angle. This is a really compelling visual direction. Now so far I've been generating with Firefly, which I love, commercially safe, super fast. But of course every model kind of has its own aesthetics, its own strengths. And what we've heard from you, especially in an ideation phase like this, what you really want is the choice of multiple models. The ability to explore and experiment across multiple models. That's why we, as Adobe, have partnered with companies like Black Forest Lab, like Google, to give you exactly that choice. So let's try another direction. Interested in bringing in maybe some metallic elements into my campaign here. This time from the model picker, not only can I use the Firefly models, but I can also use non-Adobe models as well. And this works really similar to plugins. Let me move this really quickly. Which is really similar to plugins. So if I wanted to use Google Imagine for example, all I have to do is click the add button. Give me just a quick dialog reminding me that this is managed by Google, not Adobe. And then once I click continue, that model is ready to go right here in board. No added accounts or anything like that. Alright, so let's generate here. Really appreciate having that creative freedom. Just exploring all the options. Seeing the variety. Especially the fact that I don't have to go to like, a bunch of different websites, have a bunch of different subscriptions. I can see all my results across models just right here in boards, and these are looking pretty cool as well. If I ever forget where any of my images come from, that's not a problem. I can always select the image, go to the top right to see the content credentials. You can see that this was created with Google Imagine. All right, so these are looking pretty cool too, but they're a bit maybe moodier than I'm going for it with my campaign. I do love the disco balls, though, I'd love to bring in a little bit of that razzle dazzle into my campaign here. Of course, disco balls is more specific than just style and composition. We can use the Eyedropper Tool for that as well. So again, I'm going to load the settings in from this image click the Eyedropper Tool. And then this time, instead of using a Style reference or a Composition reference, I'm going to use one of our sub-prompts here. Sub-prompts are basically just descriptions that we've pulled from the image to describe specific attributes, like the subject, the background, the color, and the lighting. You can see it's specifically pulled out, person with disco balls, here. So, go ahead and add that sub-prompt. And then let's test this out here. With Remix we can go really broad, we can diverge our ideas. And then with the Eyedropper Tool, we can really hone our ideas and get more specific. It's really addressing both sides of creativity here. And you can see that works really awesome. [Chuckle] [Kelly Hurlburt] Definitely kept the vibe of my image, and then just added these disco balls in here. It actually even added some metallic elements to her costume, which looks pretty cool. Really, really awesome direction, it would be super fun to shoot. So, let's finish up our pitch here. I also want to let the client know maybe what the physical photography could look like for our product. And if I really quickly roughed up a mock-up composition of that product photography here on an artboard, you can see these are just transparent images. Why is this composition with this style? Again, we can use our handy dandy Eyedropper for this as well. So, again, really quickly, short brown perfume bottle on a studio backdrop. And we will Eyedrop this one for its style, and then I'm going to hover over the entire artboard name to use this entire artboard as my Composition reference. So, it's not just images that I can reference, I can also reference entire artboards. Which I love, because that gives me just a ton of direct control over the composition. You see, when I add this here, it's literally exactly the composition that I set up. It looks really cool, definitely brought in that color palette and the style from my original image. Because this is an artboard, I can always edit it. I can always go back. I can move these around, I can add shapes, I can add text, really anything that can go on an artboard, I can use in my composition. And then, if we zoom out here, you can see as I've been experimenting, my canvas, has gotten a little bit cluttered, but that's not a problem, I can always select all of my images and then just tidy them up into a neat little grid in a single click. I can even adjust the padding here on the canvas. Or if I wanted this to be a moodboard, I can do that in a single click as well. I'll just click Collect items. That's going to automatically lay these images out in a moodboard for me.

And if we zoom in to our final direction here, you can see, it's a very different look than when we started. Also, a very different look from our inspiration. It's really through this play and experimentation that I was able to get to this really unique visual direction. And that's the power of Firefly Boards, helping you to push your creativity, your ideas, even further. We can't wait for you to try it out. Back to you, David. [David Wadhwani] Thank you, Kelly. [Applause] [David Wadhwani] Thank you, Kelly. What Kelly showed us is really the first look we've all had at Firefly Boards. Boards is a really powerful, collaborative surface for concepting and exploring ideas with the people you work with, and the people you want to collaborate and ideate with. It lets you generate with incredible precision and control, it lets you remix multiple images and work across media types. So, we were really excited about what this means, and excited for you to start trying it and giving us feedback on how we can continue to evolve this and improve this working with all of you. But today, we're also announcing, as Kelly showed, that you now have the choice to add partner models to the Firefly application. We've already integrated FLUX and Imagine, for image editing. We've integrated Veo 2 for video generation. And each of these models has their own visual style. And one of the things you all wanted, was the ability to bring in these models and their own individual personalities and styles and mix them and play with them and match them on a common surface. And that's really what we're doing with Boards and with Firefly as a whole by bringing these new models in.

We're also really excited, in addition to the work we do with Google and FLUX and those others that are coming, we're excited to announce that today, Open Al's new 4.0 image model is available today for conversational, generation and editing as part of your ideation flow. We're really excited to give all of that to you, and it's available today. Now, as Kelly mentioned, all of these models are coming in to the single surface, so you don't have to go and work with multiple organizations and have multiple plans to get access to this, all of this is available in Firefly. But as we do that, I want to reiterate our commitments to you. First, our models, our Firefly models, are safe for commercial use. And they will continue to be focused on commercial safety. They're trained on content that we have rights to use, and we compensate contributors for that usage through Adobe Stock. Second, our tools. When you use our tools, we do not use your content to train any Generative AI models, whether they're Adobe models or third-party models. And third, you're in control. You explicitly select the models that you want to use and just skip the rest. So, those are some of the core things that we believe, as we bring Generative AI, is that you need to be able to have complete control over what we're doing.

So, the all-new Firefly app. It's an all-in-one generation and ideation destination, but the best part is that it's also deeply integrated into the workflows, not just in ideation, but that you do when you go into our core CC applications that you use every single day. So, with that, I couldn't be more excited to hand off to Deepa Subramanian, who is VP of Product Marketing to take you through everything we're doing in our core CC applications, and the creation process. Deepa. [Music] [Deepa Subramanian] Thank you, David. What's up MAX London? [Cheering] [Deepa Subramanian] Good energy, good energy. I can't believe it's been one year since we were last here in London together at MAX. Every time I'm here in the UK, I am just blown away by the energy and passion of the creative community here. So, thank you so much for being here today. And thank you to the global community that's tuning in online.

At Adobe, we believe creativity is a uniquely human trait, and your work and your talent matters more than ever before. We spent the last year really engaging with you and your creative professionals, your fellow creative professionals, to better understand what you want and what you need. And we heard three things very consistently. First, you told us you value product performance and innovation that improves your day-to-day quality of life because you are living in our applications for 8, 10, 15 hours a day. Second, you want richer control and expressiveness with faster editing, so you can spend less time on what you have to do and more time on what you want to do. And third, you want more choice and flexibility around where, when, and how to use Generative AI. And if you use Generative AI, you want it to complement, not replace, your skills and experience, and you want it to give you even more creative control. Well, we hear you loud and clear. Your feedback is what shapes our strategy for Creative Cloud and everything that you're going to see on stage today. So, let's jump right in and let's get started with Photoshop, which is really where the creative journey begins for so many of us. With your partnership, we've taken innovation to new heights in Photoshop with features like the improved Font Browser, so you can preview and select fonts directly in the app, or shareable adjustment presets to easily customize images and better support for higher quality advanced color grading. Since we were here in London just a year ago, we've been busy shipping new features, core workflow enhancements, and addressing your top community requested fixes. And all of that is only part of the story. We've also transformed Photoshop by integrating helpful new workflows powered by Adobe's commercially safe Firefly models. Generative fill and Generative expand set a new state of the art for creative image editing. In fact, 75% of you and your fellow Photoshop users have used Firefly to accelerate your vision in Photoshop.

Now, not many of you work only in Photoshop for your entire creative project, end-to-end. So, in addition to improving the workflows within Photoshop, we're focused on developing workflows across our creative apps, so you can really leverage the full power of Creative Cloud. Let's see all of this in action. We're going to hear from Creative Evangelist Anna McNaught, who'll share some of her favorite new features landing in Photoshop today. But first, I'd like to welcome Paul Trani to the stage to share how powerful working with Photoshop across our creative applications can be. Paul, take it away! [Paul Trani] Thank you so much, Deepa. Hello, London, good to be here. I'm excited to share with you creative pro workflows highlighting new features in Photoshop and other apps. Starting here in Photoshop with this image. Typical situation. What do I need to do? I remove the background. In this case, I can't tell where her turtleneck ends and the background begins. We're just going to hand this over to the new and improved Remove background. So, we'll just go ahead and click once, have it jump in and it does its job. Something I don't have to do, gets every hair in her head. You want something more complex? I get it, okay, wait. We got something right here, how about in this situation? Let's scale in, could you imagine? Help me. What do I do here? Let's try the all new and improved Remove background. We'll click right there, again, this will be an afternoon situation. I just usually put on some music and go through it. I would probably actually just find another image, it would be mackerel. Holy mackerel. Look at that. There we go. Cuts out every single part of that net that caught a fish. You think anything fishy is going on? Let's take a look at that. Look at that layer mask, gorgeous. I get the afternoon off, I'm not going to tell my boss either. So, let's move on from here. So, we'll go back to this image. This is what I'm going to work on, and I want to add a background.

But not just a gradient background. What I'd actually like is I'd like bars of color. So, this is just a situation. It's going to take time. Well, not anymore. We can easily jump in to this new method called Stripes, mingle, move that around, all we want. It's so easy to work with. I can change up the shape, as you can see here, I zoom, there we are. And I just kind of have fun, kind of treating this like a graphic creation tool right here. Let's take a look. Let's scoot this over Again, we got these cool graphics. And again, we'll switch to different gradients. You get the idea. But that's what I've been doing, is kind of treating this like, zoom back out, a graphic creation tool in this case. We'll just kind of dial this in to frame her face. So, I find it super easy to work with. It's right there and it's good to go, but let's move on. It's like I have this and I'm making Artemis. She's the Greek Goddess of Nature. And I'm like, I want to turn her into a statue. Sounds like a great idea. Hey, for that, I could jump out and I could use Firefly right in here. And you can see I've tried, I've created some various statues, but I want to turn her into a statue. We can take a look at this one, for instance, okay, cool. Let's take a look, hello prompt. Look at how I'm struggling. I'm like, please turn her shoulders. It's like granite, maybe it's heavy. I don't know what's going on. And you know what? I can actually have my imagery do the heavy lifting. So, composition reference, adding that image right there. This is my favorite part, jumping in here and delete. Thank you. The less I have to write, the happier I am because my images are doing all the talking for me. This is great. Even notice right over here for the Style, I have the Style reference. I said, you know what, let's use this marble. And there that is easily done. We give it a second, there they are, let's upscale all of them. Figure out which one I want to pick later. But let's also scroll up because things got weird earlier on. Right up here. Same Composition reference, I'm like, oh, you took a dark turn, didn't it? We could pick one of these images, but that's what I'm doing. Picking a couple images, going to be art director, which is fun. Pick a couple of those and integrate them back into my design right in here. So, let's take that, there they are. Thank you very much, Firefly. Drop them in. They match up and they look great. I absolutely love this as a designer. What I want to do now is I want to drop them into these triangles and I'll just do that real fast, let's go there. This one's going to go here. We'll do a little clipping mask. You guys know what I'm doing. We change the Blend mode just to show you the accuracy. This precision, look at this.

It's like an x ray. The precision, it's like surgical precision, maintaining the integrity of my design, which I'm all about. Okay, let's lighten the mood, it's getting a little dark. I would actually add some levity to it. She is the Goddess of Nature. So, you know what? Let's throw some nice flowers in here. I have my beautiful flowers, doesn't really match my design. I need my pinks, I need my teals. And for that, I would use an adjustment layer or multiple. I don't know what to use, Hue and Saturation, Vibrance, Color Balance, I don't know. I don't know what to use. I don't know your life. I do know it's about to get a little easier because check this out. Easier in the best way possible. All new Adjust colors right here. We click, it adds the appropriate adjustment layer right there. And this is my favorite part, oh, thank you very much. You've already sampled all the colors for me. Oh, we could take the oranges, dip those into the magenta pink. The greens, we can leave it alone. Or I could dip those more into the teal. So, there we have it. We have our before, bingo, and then our after. And that's easy color correction thanks to Adjust colors. Piece of cake, let's move on, don't clap, I don't have much time. Let's move on. For this, I actually like this, it's growing on me. Another bad joke. Good idea because I want these flowers to grow. So, let's just take these. Let's do what Kelly was doing earlier with her claymation boyfriend or whatever was going on there, I don't know, but I want these to bloom, bring my imagery to life. And for that, I can switch over to Adobe Firefly's Video Model. So much fun for me because again, my design is going to drive it. So, I'm loading in those flowers, we'll just say, hey, flowers, bloom. This is where I get a little bossy. I'm like, hey, do this with my imagery, make it bloom, make it fun. Turn it into an animation. That's what's happening right now. That's processing right there, which gives me the opportunity to show you the Generation history. It's making a ton backstage, just having fun with it. Here's one I already made, obviously, same image, same prompt. Taking that again, my design, color corrected and beautiful. Oh, I love this. Oh, so nice. Let's pick those flowers. And then things took a turn. I got a little weird painted this in Photoshop and I'm like, hey, Firefly, go ahead, make something, give me some 3D splats and make it look like a flower. And it did that too, I mean, look at this, gorgeous. Just as I expected. Just kidding, it surprised me here and I'm into it.

Made my videos awesome. Do I switch gears and go in After Effects or something else? No, everything is in here in Photoshop, which is great. And whether you noticed this or not, we can take those videos and treat them just like any other image. Bringing those videos into Photoshop. Oh, there they are. We'll just change the Blend mode. I first want to show you this, like this one will be cool for the background, just change the background, the Blend mode to Screen. Gorgeous, okay, I'm into it.

The flowers, I actually want to put right in here on her turtleneck. So again, this is video, but I'm going to size this now and I'm going to rotate it. I'm just going to have some fun with it at this point. And there, that is kind of blooming on her. This is just so fun for me because I'm like taking a still image and turning it into a video, but it doesn't change my workflow, which I think is awesome. You're probably wondering what's going on. It's no mystery, guys. There's a Timeline in Photoshop. And guess what? I have other graphics animating in here, those various triangles. And we can take a look at this. There we go. This is what I'm talking about. It got weird, but also got fun. [Applause] [Paul Trani] Hey, thanks. [Applause] [Paul Trani] This is cool. It's like we used all the Remove background. We used stripes and the Gradient Tool. We did easy color correction, thanks to Adjust colors and reimagined my design in a fun way, using Firefly and even turned it into a video. And you should be impressed with what you make so much that you want to share it with the world. And for that, I'm going to go ahead and render this out. Because now this is the fun part, like, okay, maybe others might want to see it. Maybe, maybe not. Either way, where do I go with this? All the social platforms. No, I'm going to use Express because there's a scheduler right in here. So, we can jump in, you just create sort of a new post, you pick the content you want to post. and again, whether it's video - oh, video's already done. There it is. We'll take that and set it up to actually schedule to all the platforms. That I want to go to, that I might not visit as often as I should, but we have Facebook, Instagram, X, Pinterest, LinkedIn, TikTok, all of them. Oh yes, I get to write a caption. I like writing captions as much as I like... There I go. As much as I like writing prompts, I'm not a writer. At this point I'm over it and I say, hey, you know what, Express? Help me out here. Just generate a caption for me. It says, oh, you know, Artemis, oh, I know Artemis too. And this is what I'd say about Artemis. I'm like, yes, that's exactly what I would say. [Laughs] There it is. You're picking the date, you're picking the time - I don't want to disrupt the keynote, so this is going to publish out an hour later. So, you can check that out. You can see it right in here along with these other gods and goddesses. And you should feel like a god of design with your newfound powers. Thank you so much. [Applause] [Anna McNaught] Hello, London, I'm Anna McNaught, Digital Imaging Evangelist and Community Advocate here at Adobe, and I'm so sad that I can't be there with you in person. But the ocean between us will not keep me from sharing my top three quality of life features in the latest edition of Photoshop. Let's dive right in! First up, let's talk about Composition reference in Generate image. From within Generate image, I have the ability to upload my sketch as a Composition reference. I can then type in the prompt to guide my generation and add any of these additional Effects, I want this to have. And I'd like to see what it looks like in a dreamy style. Composition reference in Generate image lets me test and explore so many different ideas in an infinite number of styles with my content as the starting point. Next, let's talk about changes to selections. With the new Select Details in Object Select, Photoshop automatically isolates individual subjects in a photo and identify specific attributes like hair, clothing, eyes, you name it. This makes it so much easier to select specific areas of my image with significantly improved accuracy. This last feature that I'd like to share is the updated Actions panel. Now Photoshop analyzes my image and gives me editing suggestions to improve it. I can search using natural language and make multi-step edits all at once. Let's Make it pop! I can easily play here and test out different looks, with the ability to hover over these different actions and see how they look. We will Strongly boost the vibrance here, and then Select the subject, brighten this a little bit. And then we can simply save it as a JPEG by typing in JPEG. As a pro, improved Actions, speed up your workflow and take the tediousness out of repeated tasks. And as a beginner, you no longer need to wonder how or where to get started. All right, London, those are just a few of my quality of life innovations in the latest version of Adobe Photoshop. I can't wait to see how you put these to use. And until next time. [Music fades out] [Applause] [Deepa Subramaniam] Thank you so much, Anna and Paul. Anna highlighted some of the newest features we've added to Photoshop, like Select Details and the improved Actions panel. And Paul showed us new features, like the improved Remove background tool and gradient improvements. And how cool was it to see the combination of Firefly and Photoshop let him so easily bring motion into his design? Well, Photoshop and Express used together really expands your creative toolkit. And remember, if you are a Creative Cloud member, you already have access to Express and Firefly as part of your membership, so there's really nothing stopping you from exploring the workflows that we saw today. And all of what Paul and Anna showed is available now. So, go see what you can create by using Photoshop, Firefly and Express together.

Let's move on to Illustrator. Whether it's for logos, brand and marketing graphics, product packaging, fashion design or any other visuals, Illustrator is the standard for graphic design and illustration. And we've heard from many of you that you want us to keep improving the core of Illustrator by making it even faster, more responsive, and more powerful. You asked, and we've answered. Over the past year, we've worked closely with all of you to really improved Illustrator's performance, where it matters most to your work. We've made file embedding up to ten times faster, image handling up to five times faster, and we are making every major tool and workflow in Illustrator multithreaded and GPU accelerated. Beyond performance, we continue to improve core workflows like more easily, creating color swatches and gradients, and adding Firefly-powered Generative shape fill, which allows you to quickly fill your shapes with detail and color in your own unique style. Now, instead of just talking about creative power, expressiveness, and speed in Illustrator, let's see it in action. Please welcome designer and my homie, Michael Fugoso to the stage. [Applause] [Michael Fugoso] What's up London? My homies! [Applause] [Michael Fugoso] I'm happy to be back. Happy to be back on the MAX stage showing you cool stuff in Adobe Illustrator. Look at this! This is what I do. Hardcore, vector illustrations. Now these files end up being massive. It's a good thing the Illustrator team has been super hard at work at improving the performance to Illustrator. I showed this last year. We have an up to a ten times performance boost in zooming and panning. I'm up to like about 1,600% or so. I just pan over to that robot's face. So smooth. Illustrator is just handling this file like a champ, zoom out and zoom in. Let me remind you that this is a super, super massive file. Now, we've also added performance enhancements to raster rendering. To demonstrate this, I'm going to drag in about 59 super high-res images into this file. Look at this. Oh, and it's done. Boom. Heck, yes. Look, I'm going to start dragging these images out there.

I'm not going to drag out all 60 of these. But just to show you how high-res these images are, I'm going to zoom up to this really tiny one right here. What's up? What's up stars? Look at that. That is performance enhancements in Illustrator, just making our experience super smooth. Yes? [Cheering] [Michael Fugoso] Yes. [Laughs] [Michael Fugoso] Let's talk about some quality of life, improvements to our favorite tools. Do you see these two pieces right here? I want to add a gradient to these two. And what do I do is, I go over to my Swatches panel. What up, Swatches panel? And then, I start dragging in individual colors to my Gradient bar. Do you all do it like this? Yes. We don't get to do that anymore. None of that stuff. Actually, some of that stuff, go and check this out. I'm going to select the four colors that I want, just drag once - boom - done. [Laughs] [Michael Fugoso] Thank you. I did that so quickly, I'm going to do it again. I'm going to select these two right there. These four, I want these warm colors in there. Get over there, warm colors. Hey over here. And then drag that down - whoops - drag this down really quick - boom. Look at that, evenly spaced. Very nice. So, say I want to send this over to print or to a web developer, and we need the color information. Well, all we got to do, homies, is select all these colors here and go to Create Swatch Info... And watch this. Just like that - boom - look at that. Yes. [Applause] [Michael Fugoso] I love it. It doesn't have the typing in a bunch of Hex codes and custom infographics. Down here, I'm going to finish off my postcard design by telling you that we've added 1500 brand-new fonts to our extensive Font library. Who likes a ton of fonts? I do. You see this right here? [Laughs] [Michael Fugoso] I'm going to change this over to one of my favorite fonts, Helvetica. What's up, Helvetica, Helvetica, new world? Right over here and down here, my other favorite. Let's go. What's up, Gotham? All of our favorites from our friends at Monotype. Very nice. 1500 brand-new fonts, all these color options, quality of live updates to our favorite tools. Heck yes, London. Am I right, guys? Nice. We're going to continue this theme of quality of life here. I made this sketch over here in Adobe Fresco. It's a great drawing app. Now I want to render it like my two items here. Very precise curves. What I would typically use for precise curves in the most powerful tool ever for precision is the Pen Tool. But we all know that the Pen Tool might not be the easiest thing to learn. So, we have a new option here called the Quick Pen Tool, we're going to do this with a quickness, homies, watch this. I'm going to start off right here. And right away we have a preview of our next curve. If I hit the 2-key, it changes the orientation of that curve. And look at this. Hey, that's one of the teeth right there. And here're two of the teeth. And then three of the teeth. Yes, boom. Oh no, we got a straight line, what are we going to do? We're going to hit the 1-key, homies, just like this right there.

And then, okay, we got a curve right here, we just hit the 1-key again to get back to that profile. And you can see that the curve doesn't perfectly contour the skull. But if I hit the hold the Option key and scroll a little bit, you can see I can control the precision right there just like that. And then hit one more time to finish this off. Look at that with the quickness, that is the Quick Pen Tool. Just making things easy and intuitive. And then I finished off these illustrations here just to share with you a favorite from last year. We all were fans of this. So, I want to see how my artwork looks like on this 2D image of mugs here. Right here, the Mock-Up Tool, what's up, Mock-Up Tool. So, what this is going to do, if you're not familiar with it, it's going to create a 3D mesh around this 2D image of mugs. Just give a really cool place for our artwork to live in and watch this. I want to talk to you about updates to this tool. First off, look at the performance. Look how buttery smooth that is. If I zoom up really close, look at it just glide through those reflections. Oh, and you want some surface detection, homies? Check this out. What's up, surface detection? Yes, very nice. [Applause] [Laughs] [Michael Fugoso] Check it out, we have two more artworks here. What are we going to do? What do we do with these? We're going to mock-up more. What's up, Mock-up Tool? What's up, lollipop, get over there. We can now mock-up multiple artworks onto the same image, hey, ghosty. What up, little ghosty? You're going to get over there to that last mug over there. Nice, very nice. That is the new and improved Mock-Up Tool. Yes. [Applause] [Michael Fugoso] Thanks, homies. [Laughs] [Michael Fugoso] This piece right here, I made this for Instagram, classic Instagram. But I want to repost this. They want us to make it tall now. In order to make this tall, I either have to crop in really close, lose a ton of detail, or I'd have to spend a time drawing the edges out. What I really want to do is what we can do in Photoshop where we can just expand the image out. Generative expand is now in Illustrator powered by Firefly. What this is going to do is it's going to analyze my vector illustration here. Like I have a specific color scheme going on on this planet. It transitions over to the sky right there. You see this bottom piece right there? Look at this, boom, it's done. [Applause] [Michael Fugoso] We have two other options here to choose from. I really like this first one, but check this out. It didn't just expand the image, it gave it to us in pure vector form. That is Generative expand, currently in beta, but available for y'all to use in Illustrator today. All right, homies, I have one last one for you here. I made this poster primarily in Illustrator, but the text here's 3D. 3D is a little tough to do in Illustrator, so instead I brought it into Project Neo, which is a really cool tool that makes 3D accessible for someone like me that's primarily a 2D Illustrator. Look how I easily manipulate this in a 3D space to that perfect isometric angle. We have a brand-new Type Tool here, too, a 3D Type Tool where it's as easy as typing in what we want to get this really cool effects. What's up London? Yes. That is the brand-new 3D Type Tool. Project Neo, again, just making 3D super easy for people like me. Maybe like you too. And then I brought my poster into Adobe Express. Because I want to bring in some life into this right here. You see these lines are here? I have a few pro tips. I'm going to select all of these lines, and I'm going to add a simple Bob animation, look at this. How the app makes this really cool 3D platform effect. It's just a little too intense, so I'm going to turn that down because this is a very Zen and chill poster. Yes, just like that. And then I'm liking this black and white. But we need to add a splash of color here. So, I'm going to go ahead and add a really cool video. I have it favorited right there. And I have this cover my entire screen. Change the Blend mode, look at this. Adds this really cool Aurora borealis effect to my poster.

And then the last thing I'm going to do is I'm going to add a really cool audio track. Let's search for something Lo-Fi because this is a very chill poster, like I was saying earlier. Right there, favorited. Let's add this in there. Let's rewind this over to the beginning really quickly right there and then just to see that final result. Look at this. [Music] [Michael Fugoso] Yes, that is Adobe Express. Thank you, everybody, for letting me show you some really cool stuff up here. And I'm going to hand it back to my homie, Deepa. [Deepa Subramaniam] Oh my gosh, Michael, that was incredible, thank you. [Applause] [Deepa Subramaniam] Michael showed numerous performance improvements in Illustrator to really help you do detailed edits on massive high-res files, faster than ever before. And he showed off so many quality of life improvements like one-click gradient creation, the new Quick Pen Tool, and the new Firefly-powered Generative expand workflow now in the Illustrator beta app. And he showed off some of the 1500 new fonts available in your creative apps today, including many of the most popular fonts of all time, like Helvetica, Gotham and Avenir. And we saw the ease of creating 3D text with Project Neo, and how quickly Michael was able to bring his Illustrator poster to life with motion and audio, all in Adobe Express. All of what Michael showed is now available in Illustrator, Project Neo and Express, so please go check it out.

[Deepa Subramaniam] How about we talk video? Yes. [Applause] [Deepa Subramaniam] You have helped make Premiere Pro the standard for professional video, and your feedback continues to make Premiere Pro a fundamentally better application. From Hollywood movies such as this year's Academy Award winner Anora, which was edited with Premiere Pro, to episodic television and streaming shows to marketing and social videos, the demand for high-quality and engaging video is insatiable. The latest version of Premiere Pro is the fastest, snappiest, and most stable version ever, with up to four times faster playback and three times faster exports. We've also been reinventing pro video workflows end-to-end across editing, color, audio and effects to solve real-world workflow problems. And we're leveraging AI where it makes sense, so you can work smarter and have time to explore even more creative options. AI isn't going to do the work for you, but it can help you get through the more tedious parts of your day. So, to show you everything new in Premiere Pro and the power of what you can create when using Premiere and Firefly together, please welcome Kelly Weldon. [Kelly Weldon] All right. [Applause] [Kelly Weldon] What's up, everyone. Welcome back to my channel. Okay, I'm kidding, this isn't my channel, this is Adobe MAX. But I am working on a video here, and I love to start my videos with a little trailer to really capture my audience and get their attention. So, let's jump in and start working on this together. I've got some placeholder clips that I want to replace. Let's start with the beach clip. So, normally I go over here to my bin, open up these clips and scroll through forever trying to find the right thing. That takes ages, right? I've got hundreds of clips in here. Well, it's no longer an issue because new to Premiere Pro is Media Intelligence. So now, when I bring footage into my project, Media Intelligence does an analysis of that footage to understand it, so that I can just search for it using natural language. Let's try something. I'm going to pop open my Search panel here. Let's try sunset.

Amazing, all of my sunset clips right here. But this is a beach clip, so how about water? Again, all of my visuals with water, but not just the visuals, also, whenever I mentioned water in the transcript or in the metadata, but let's get even more specific. I remember I was wearing a brown hat. And this is awesome. It's got all of my clips with the color brown. But narrowing it down further, I was wearing a brown hat, I was on the beach. Perfect. These are exactly the clips I was looking for. So, now I can just double-click, select which bit I want to bring in and then drag and drop it into my project just like that. So, that's Media Intelligence. It just helps me speed up my workflow and find the exact clips I'm looking for by searching for them. Let's keep moving. I want to replace this one with a cinematic aerial drone shot. I love to start my videos that way, but I'll admit, sometimes when it's cold outside, I'll avoid bringing the drone out. I got to protect my fingers, but I think I have a solution. Let's go to the Firefly site. So earlier, you saw Paul using Image to video. I want to try out Text to video. And what's awesome about Text to video is I have so many different options. I can choose from things like Resolution, let's go Shot size, Long shot, Camera angle, and even Camera motion. And I'm also going to add a prompt here because the prompt works in conjunction with those settings. So, I want to see an aerial drone shot over Lake Michigan with some gentle snowfall. Now that takes about 90 seconds. So, I was generating earlier, and I love this clip. This is beautiful. I got that gentle snowfall. So, let's download that and then bring it into our project. Good old drag and drop here, there we go. I'm going to cut this down. And what's great about this is with a few really quick color corrections I can really make this my own. So, let's go over here, I'm going to go to creative here I'm going to add the LUT that I've been using. And then go down to the curves here, make it a little dark and moody. That's my vibe here. I'm sure you can tell. So, I think this is flowing so nicely. Look at that, that's beautiful. And that's because Firefly Video allows me that flexibility to generate B-roll when I just have those gaps in my footage. Let's keep moving here. Now when I'm scrubbing through, I don't know if you all saw this, but I have a pretty big problem here. I've got this beautiful clip of the wind blowing over a frozen lake. But then I did this crazy zoom. I don't know if you guys ever done that. I'm just like, why did I do that to myself. I just want a few more seconds of that nice, still shot. So, what can I do? Well, normally I try to go find a new clip, or maybe find new music, but I don't want to do any of those things. Nobody's got time for that. So, what can I do? I can use Generative extend in 4K right here in Premiere Pro. So, here's what I want to do, I want to clip this, delete that ending, so I never have to see it again. And then go over here to my Toolbar and grab my Gen extend Tool. Now I'm just going to pull those frames out so that Gen extend can recreate that ending for me and give me those still frames, now that takes some time. We all know GenAI takes a little while, so I generated this earlier. Here's my original clip with that deleted ending you can see. Here are my new AI generated frames, let's take a look together. My original and the AI generated frames. How amazing is that? That is so seamless. Yes. Gen extend just saved the day. It's 4K quality, which is perfect for my video, and I can just keep moving with my edit. One more placeholder clip to replace. I want to end this trailer with a beautiful snowy sunset shot. Now, I don't happen to have any footage like that, but over here in Lightroom I've got a bunch of images, and I really love these two. So, what I want to do is create a video that starts with this image and then ends with this one. Wild, I know, but Firefly Video is actually perfect for this. So, back to the Firefly site. I'm going to upload that first image as my first frame and that second image as my last frame. And now this is optional, but I'm going to add a prompt as well because I like to get pretty specific. I want to see the sun setting, the day slowly fading into night, the fog rolling in. Now again that takes a little bit of time. I was generating backstage, let's see what we've got. It's like a timelapse vibe, let's see that fog is rolling in. Let's download that again. And I'm going to drag and drop that into my sequence here, so we can take a look. Look at this. The colors blend perfectly with my previous clip. And that's because Firefly Video allowed me to bring my images to life. So, again, I filled those gaps in my B-roll. This is beautiful. So, now I can just keep moving. This is looking pretty good, as I would say so myself. Let's start to finalize this, I want to add some captions. I love to watch all of my content with the captions on. I know a lot of my subscribers do too. So, let's add some captions. I've got some voiceover here which Premiere automatically transcribed for me. Let me play you a little a preview of that voiceover. [Voiceover] We're Kelly and Nicolai. [Kelly Weldon] There it is, so you can see my transcript. Now all I need to do is go over here to Captions and click Create captions from transcript. Look how fast that was, I couldn't even finish my sentence. It was right there, here are all my captions. I'm going to grab them and just really make them my own. So, let's give them a background color, black, my favorite color. Let's give them a little space here, maybe some rounded corners. And then I'm going to save that style to use again. I like to have the same captions style for all of my videos. That's awesome, quick and easy. I've got captions in English, but I've noticed a lot of my new subscribers are coming from Europe, so France, Germany, Spain, and I think that they deserve to have captions in their languages too. So, we've been listening to your requests, and now right here in Premiere Pro, I can actually translate these captions into other languages. So, let's click this button. Translate your captions is auto detected as English. So, I'm just going to choose which languages I want. We have over 25 different languages here. I'm going to go for French, German and scroll down for Spanish. And then I'll choose that style that I just created and click Translate. Premiere is going to take my transcript and then translate it into those other languages and put them in those caption tracks. That was so fast, let's take a look. We've got English, French, German and Spanish. That was so quick and easy. Now Translate Captions is going to allow me to capture new audiences in just a few seconds. I have captions in four different languages. That's pretty impressive. I won't lie, but what I think would be even cooler is to have translated captions with translated voiceovers. Let me show you something so awesome. Firefly site, this is Translate audio. So, this is where I can actually upload my footage. I don't need to remove the music or anything, and I can translate my actual voiceover into other languages. So, I've uploaded my footage here. You can see my transcription, and I can choose the language languages I want, again. So, let's go to Spanish, French and German and click Generate. You know the drill, that takes some time. So, I clicked Generate backstage and I really want to hear what I sound like in German. I don't speak German, so this is going to be as surprising to me as it is for all of you. You can see my German transcript here, let's listen to this together.

[Voiceover] Wir sind Kelly und Nikolai. Kommen Sie mit uns, wenn wir Ihnen zeigen, was es braucht, um ein Haus von Anfang bis Ende zu bauen. [Kelly Weldon] Oh my gosh, that is so impressive. I simply could not have done this by myself before today. So, I have this awesome trailer in four different languages with captions and audio. In Premiere, I used Gen extend to save the day, Media Intelligence to find the right clips, and I used Firefly Video to generate those gaps in my footage. This is so awesome! It's all available for you to try today on the Firefly site and in Premiere Pro. And now please feel free to like and subscribe. Thank you. [Applause] [Deepa Subramaniam] Thank you, Kelly. That was great! Kelly showed us the power of Media Intelligence and how easy it is to find clips by just describing it in your own words. Even if you have hours and hours of footage. And now with 4K and vertical video support, Generative extend is primed for real production use. It's now generally available in Premiere. And we also saw how Kelly used the creative control of Firefly to generate custom footage, using her own images and description of the shot composition. Along with how easy it is to reach a global audience by localizing her captions into multiple languages directly in Premiere and then translating her voiceover with Firefly's audio and video translation features. All of these new workflows and highly requested improvements are available today in Premiere Pro and Firefly, so go check it out. Let's switch gears and talk about our creative apps purpose-built for web and mobile. We have long focused on expanding the power of the Creative Cloud ecosystem by building beyond the desktop. Take, for example, Lightroom, which runs across desktop, web, Android, iPhone and iPad, and Express and Firefly, which are web and mobile first. As creative professionals, you told us you like having the power of this multi-surface ecosystem supporting you. And while you prefer doing your core day-to-day creative work in your desktop applications, you appreciate also having the ability to grab your files on the go or make precise edits from anywhere with web and mobile access.

Now, while you want web and mobile apps to augment your desktop workflows, the next generation of creators increasingly prefer to work only on their phones and in the browser. In fact, it's their default surfaces. The next generation expects web and mobile first. Whether at home, school, waiting for the bus, next gen creators want to be able to create on their phone and take that further into the browser when they want more space for deeper refinement. So, we really want everyone to be able to tap into their creativity and express themselves however they prefer to work. And that's why we're excited to continue building multi-surface creative ecosystems and bringing our core creative apps beyond the desktop to mobile and web. Which is exactly what the next generation of creative professionals are asking us for. So, to show us more, I'm thrilled to welcome Elise Swopes to the stage to share the latest Photoshop innovation on mobile and web. [Applause] [Elise Swopes] Thank you so much, Deepa. Hi everyone! I have been an iPhone artist for over a decade, so I'm so excited to share with you Photoshop on iPhone. We now have the power and precision of Photoshop on desktop right in the palm of our hands. Now, one of my favorite things about Photoshop on iPhone is how easy it is to get started. I just tap this + sign, create a new canvas, and now I am in my high-resolution file. What's super cool about Photoshop on iPhone is that it's Photoshop desktop reimagined for ease and intuitiveness, so it's super easy for beginners as well. But the easiest way to get started is actually adding an image layer. So, let's go ahead and check this out. Look at all these different options we have, camera roll, Adobe Stock and so much more. But I'm on my phone of course, so I'm going to start with my camera roll. Let's actually bring in this image that I made in Firefly a little bit ago, inspired by some of my other photography. I'm also a surrealist, so I love utilizing Adobe Stock, and I'm also pretty well known for my giraffe images as well. So, let's go ahead and search some giraffes. And I've got hundreds of thousands of Adobe Stock to choose from in here. So, I'm very excited about all the different options I have. But let's go ahead with this guy. He's looking perfect for my composition so far. That's going to download that asset and place it directly into my canvas with ease. That's how easy it is to add assets right here in Photoshop on iPhone.

All right, guys. If anybody knows how annoying selections can be, especially on mobile, it's me. So, I'm so excited to share that we have a brand-new selection tool called Tap select that's unique to Photoshop on iPhone. Tap select is going to automatically detect the different elements within an image. On the bottom here you can see that it's automatically detected the architecture, the plant, the sky. And so, this time I'm just going to select the architecture and the plants. And then it's going to mask out the rest of that for me with ease. I can move this draft image around exactly where I would like it to be.

That was almost too easy. I'm here to impress, so I want to pull in a little bit more of a complex image here. So, let's go ahead and pull in this image of New York City. It's a very busy photo of New York City. As I zoom in you can see tons of different things in here, we've got cars, we've got people, we've got a lot of things going on. But that is no problem for Tap select because it's going to automatically detect all those different elements within this image. Check that out, all these people on the bottom. There're so many people, so many different elements, tons of different things going on in here. And as I scroll through I can see cars as well. It's just super incredible. But my favorite thing about Tap select is I can actually zoom in to this photo and tap on the actual image to select this bus. I can tap on the image to select this person. I can tap to select this person. It really makes those complex selections super easy, super precise, super powerful, right here in Photoshop on iPhone.

That's Tap select right here in Photoshop on iPhone.

Now at this point I may use some more Adobe Stock, but I want a little bit more control than that. That's where I'm actually going to bring in some Generative fill. Yes, this is the same Generative fill we've got in Photoshop on desktop. We've got it right here in Photoshop on iPhone. I'm just going to go ahead and add a little buddy for my giraffe. Let's go ahead and add a yellow bird. And I love Generative fill because it's going to utilize my prompt and blend it seamlessly with the image that's already there. It's also going to save me so much time. I don't have to think about the lighting, the blending, the different shadows and all that stuff. Amazing. Check out this little guy. He's looking really cute, very detailed, amazing.

On top of being a surrealist, I'm also a content creator. I've been a content creator for over a decade as well. And that means that I love to share my designs on different social platforms. That's where we tie in Generative expand. This is going to help me resize and change the ratio to my canvas, making it fit all different platforms like Instagram Reels or TikTok. Let's go ahead and choose a prompt, yellow building, green grass. Now again, I love Generative fill or Generative expand because it's going to allow me to put my design on different platforms. And it's also going to fill in that space that's empty on the bottom with ease with that prompt that I'm looking for. Check out this beautiful, detailed grass, Really beautiful.

Amazing. This composition is looking fantastic thanks to Generative expand again I'm going to allow myself to post my artwork. There's so much more I could do here. Let's swipe in and check out the layers as well. I got a lot of detail in here. I can also add some adjustment layers. So, check out all these different options like Hue and Saturation, Black and white, Exposure. So many things I can even tap into here and check out these different precise options as well.

So, my friends, that's just a quick look at Photoshop on iPhone. Again, I'm just so excited that we have the power and precision of Photoshop on desktop right in the palm of our hands.

[Applause] [Deepa Subramaniam] Please come join me. That was awesome. I could watch you create on your phone all day. I know you've been on this phone journey for some time, and I think we would all love to hear, what do you really love about creating with Photoshop on the phone? [Elise Swopes] Well, the first thing is that it's always on me, especially when I get that strike of creative inspiration. I just want to dive into my phone and create wherever I am. But what I think everyone else is going to really love about it is that it's free first of all, which is a huge deal. It also has Generative expand and Generative fill. And also it's really going to set the foundation for those different Photoshop fundamentals like layering, masking, compositing, all that good stuff. So, it helps teach people what Photoshop is all about. [Deepa Subramaniam] I love it. And what really stands out to you when you're using Photoshop on your phone? [Elise Swopes] Well, Tap select. First of all, that's a huge thing for me, especially with complex selections. Having unlimited layers is really big. And then also high-resolution files when I actually print my artwork, which is amazing. [Deepa Subramaniam] That's a great use case for your artwork. I love it.

There are some people who might be asking, hey, Adobe why are you building Photoshop on the phone? Who this for? [Elise Swopes] Well, it's for me, of course. [Laughs] [Elise Swopes] But it's where I felt the most comfortable. I grew up editing on my phone, and I completely understand if there're people who don't feel the same way. That's totally fine. But it's my home, and I love it. [Deepa Subramaniam] I love that. Last question. Phones are clearly very powerful, but they do have limits. So, what do you do when you need to go further? [Elise Swopes] Well, I jump into Photoshop on the web. [Deepa Subramaniam] Do you want to show us a little bit? [Elise Swopes] Yes.

Amazing. All right friends, now we are in Photoshop on the web. Now, I love Photoshop on the web because it's super easy, super intuitive, especially for beginners. But one of my favorite things about it is the fact that I can start creating on my phone. I create something in Photoshop on desktop, and I can open it right here in Photoshop on the web. And it's so incredible because I don't have to worry about manually saving or missing out on what I've done. I got my high-resolution file right here. Easy to access. Now, we've got a lot of the tools you know and love. We've got layering, we've got masking, we've got tons of different tools like selections and more. But one of the coolest things, is the fact that we can collaborate. If I tap into the shared document, I can invite people to live co-edit, making it easier than ever to real-time edit in the document together I can also share this document with someone. I can also copy a link and share it. And what's really cool is you can review this document and you don't necessarily have to have Photoshop subscription. That's really cool. Very easy to collaborate right here in Photoshop on the web. Today I'm not going to collaborate, I'm actually just going to dive right into my edit here. And the easiest way to do that is actually utilizing the Object Selection Tool. So, Object Selection is going to automatically detect that sky. I'm going to select that sky, using the Contextual Task Bar. I'm going to go ahead and add hue and saturation. I'm also going to adjust these tones of this blue. Really well known for these teals here which is beautiful. So again, shout out to Object Selection and these hue adjustments really giving me that control I'm looking for, for my artwork. I got one more thing to show you guys. And as I said, I'm a surrealist, so I love to do little quirky things here and there. And this is where I'm actually going to bring in a red scarf right around this giraffe's neck. And this is where I'm also going to use Generative fill. This is the same Generative fill we've got in iPhone on desktop right here in our browser. But this time I'm actually going to use a reference image. Now check out this red scarf here I love this red scarf. I'm actually going to use this as my reference image, and all I have to do is type in scarf here and it's going to automatically detect that color, it's going to detect that material, that texture, it's really making it easy for me to direct that prompt to make it exactly what I want it to be. That scarf is going to wrap directly around that giraffe's neck, and I also love that I'm directing the AI to my creative vision. So how cute is that? Nice and cozy, adorable elevated style right there.

All right friends, now in just a few minutes I have started this design on my phone. I've dove into Photoshop on the web, I can even hop into Photoshop on desktop. I'm absolutely loving this synced workflow, especially as a creator. Thank you so much. [Applause] [Deepa Subramaniam] So as Elise just showed us, Photoshop on the iPhone is available for free. It is in the Apple App Store right now. And of course, not everyone has an iPhone and Photoshop is coming soon. I mean very, very soon to Android, so keep an eye out. And of course, Photoshop on the web is available now as well. And if you're a Creative Cloud member, you already have access to the full Photoshop ecosystem. So, you can go use the power of Photoshop to tap into your creativity wherever you are and whatever surface you prefer.

Now, for many creatives, and I'm guessing many of you listening today, the creative journey begins at a really young age with drawing. This is why we continue to develop our free professional drawing app, Adobe Fresco. Fresco is the best app for drawing and painting, not only because it's optimized to simulate analog drawing and painting, but because it delivers revolutionary vector brushes and thousands of professionally designed Photoshop pixel brushes, all for free. And of course, you can take your creations in Fresco even further into Photoshop or Illustrator to keep expressing your creativity. I mean, just look at what you can create in Fresco. Whether you're an established designer or a young kid starting on their creative path, Fresco is the best way to explore and nurture creativity through drawing and painting. So, let's watch a short video to see some of the newest features in Fresco. [Kay Meguro] Hi everyone! I'm Kay Meguro, an artist and a member of the Adobe Community team in Japan. Today I'm excited to share some of the latest updates in Adobe Fresco, our free drawing and painting app for the iPad. Let's get into it. One of the most exciting new features is Motion presets that make it easier than ever to create dynamic animations. You can have your artwork Bounce, Bob, Spin, and more, all with just a few clicks. Plus, when you combine the presets with motion packs, you have precise control over the movement of your animations. This is perfect for adding smooth, professional level motion to your artwork. The new Symmetry feature makes it incredibly easy to create perfectly mirrored shapes and patterns across multiple axes. Whether you're designing mandalas or intricate geometric patterns, this tool makes it effortless. One more feature I'm really excited about are Content Credentials. With Content Credentials, you can now tag your Fresco artwork to show your authorship as well as link your social accounts. This helps protect your work and gives credit where credit is due. And we know that for many of you, Content Credentials is important for not just verifying what was used to create your work, but also what was not used. Adobe Fresco is the first app to support the new Created without Generative AI credential that verifies when content was created without the use of Generative AI. So, you can share your work with confidence. Those are just a few of the latest features in Adobe Fresco. And the best part? It's completely free for everyone. So, dive in and start drawing today.

[Applause] [Deepa Subramaniam] As you just saw, new Motion presets, Symmetry mode, and Content Credentials on top of the richest set of brushes available in any drawing and painting application. Adobe Fresco is the perfect tool for anyone who wants to draw and paint. And best of all, Fresco is fully free for everyone, everywhere, So, download it today.

Now, 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 this is where Lightroom really shines. Lightroom was purpose-built for digital photography workflows. And over the last decade, Lightroom has led the industry with trailblazing innovation like introducing HDR editing and advanced color grading, fine grained subject selection, and innovating on a host of AI-based features. And all of this innovation is available to you through the full Lightroom ecosystem on desktop, web and mobile. So, to share how powerful photo editing can be across multiple services, along with a ton of new Lightroom features, please welcome Lucy Street. [Applause] [Lucy Street] Thank you, Deepa. Hello, I'm Lucy and I'm so excited to share with you some of my favorite features in Lightroom. I'm from Wales, I live in the beautiful Welsh countryside. I also love to travel and just take photos of my adventures. Let's get into it. Starting off in my camera roll, it's very messy. I've got selfies, I've got food pics. I've got way too many screenshots. But I also have this photo. Now I love the composition, but the colors are just completely washed out. I could make some basic edits right here in my photos app, but I'm not basic. So, I'm going to share this straight to Lightroom mobile. And just like that, I'm ready to get started. The very first thing I like to do is Auto tone. See, it's already made such a difference and it's just a great starting point. From there, I can go in and make some more tweaks. This is looking good, but I feel like the sky is still missing a little something. That's why I'm going to go to Quick actions, which is going to give me specific suggestions based on my photo. I'm going to hit Sky. It's detecting and masking the sky for me, because what else is it going to be doing? And then I have a selection of Adaptive presets that are being applied to just the sky. I think blue drama looks nice, and I can tweak that to get the exact look that I want. Nice. Here's the before and the after, and I was able to get here in just a few steps thanks to Auto tone, Quick actions, and Adaptive presets. That's a landscape photo. Let's see what we have when we get the squad together. Again, same thing, Auto tone. And when I'm working with a photo with people, I like to work from the background forwards. So, I'm just going to start to bring some depth in here.

Nice. Perfect. Now I'm ready to retouch the people. Well, brand-new to Lightroom mobile today is Individual retouch. Not only is it identifying every single face in the photo, but also every single feature. Alice, right, let's brighten those clothes. Nice. Kelly, what should we do to you? Brighten those clothes, fix that hair. Stunning. Paul, you get the same. Woah, jump scare! That's me. You know what? I love the laugh. Whiter teeth, yes, please. Smooth the skin, nice. Do my hair as well. Perfect. Here is the before and the after. And we're ready to share straight to Instagram from Lightroom mobile.

Yes. [Applause] [Lucy Street] So, next up, we're headed to the beach. And I'm absolutely obsessed with this photo. But I feel like the blues could just be a little bit bluer. So, I'm going to go in and add a mask based on the color range, find that blue and just pump that up. Nice. But if I zoom in, I've got these people, they're kind of messing up the vibe. Embrace this, yes, brace yourselves. Who is this? Could somebody come and get your dad. He's messing up my photo.

But that's okay, because in Lightroom mobile, I have Generative remove. So, I can just brush over both of these people, making sure to get that shadow. You don't need to be too precise. It's going to look at the colors, the lighting. Woah, straight away. [Applause] [Lucy Street] You can… yes! And you can see just how well it's recreated the ripples in the water and the rocks. And here's the before and the after. Peace is restored. But I know what you're thinking. That's a little bit of a safe option, so I have something better. What if I had this photo? Now, the idea is nice, I love a little glass of champagne. But the hand and the glass is just completely out of focus. So, I was about to bin this. But let's see what I can do with Generative remove. Again, really loosely brushing over the whole arm and the glass. And it's got a lot to work with here. I've got the sky, I've got all the trees. Oh, perfect. If I hit Refine, I've got three different options. I think that one looks good. Stunning. Here's the before and the after. My photo is salvaged thanks to Generative remove. And remember, I did this in just one swipe all from my phone. Magic. [Applause] [Lucy Street] Those are some of my favorite features on Lightroom mobile. But sometimes I just need a bit more screen space. That's why I'm going to head over to Lightroom on the web, where I have all of the power of Lightroom straight from my browser. I've got all my albums ready to go and I have this shot. Now, this is looking nice, but everything is just a little bit too in focus. So, I'm going to go down to edit, and we're going to add a Lens Blur. Because it wouldn't be a Lightroom demo without a good old Lens Blur, would it? And perfect. And if I toggle on Visualize Depth, I can see exactly what's been identified in the foreground and the background, and we can wiggle a few of these about, change the amount. That Bokeh Boost, and the effect. And that's exactly what I wanted. And that's Lens Blur. But remember I'm not in some beefy app, I'm literally just in my browser. And I can share a link to this individual photo. But I'm working with a client and they're a little bit fussy. So, I have an album full of options. That's okay. I can share this whole album either with a link or a QR code, and they don't even need to have Lightroom to be able to see the album. That's Lightroom web, and I have one last goodie for you before I go. And I had to end with a shot of Wales for this one, didn't I? Yes, woo! Now sometimes I want to be able to isolate and edit certain areas. Well today, brand-new to Lightroom desktop is Select Landscape. It's going to detect all of the different elements within my photo. How about we select Sky, Vegetation, and Water, hit Create, and it's created those three masks for me. Look at the detail. If you know me, you will know that I do not have the patience to do that myself. So this is perfect. And how about we make the grass a bit greener? What should we do with the sky? Should we make this a bit… Ooh, make it a bit more dramatic, ooh. And the water. You know, I'm going to make this a bit more blue. Perfect. Here is the before. We've got a lovely autumn day. And we've transformed it to summer. The summer days we wish we had more of in Wales. And I was able to do this in just a few clicks, thanks to Select Landscape, brand-new to Lightroom desktop today. That is it for me, thank you very much. [Applause] [Deepa Subramaniam] Thank you so much, Lucy. Lucy showed how easy it is to make your photos perfect in Lightroom mobile with Quick actions retouching with automatic facial detection and Firefly-powered Generative remove. She also showed how you can take your edits even further in Lightroom web and create and share albums with the memories that matter most to you and the new Select Landscape AI masking feature in Lightroom desktop makes creating masks for landscape elements like water and plants absolutely effortless. Everything Lucy showed is available today in the latest ecosystem release of Lightroom. If you care about your photos, I promise, Lightroom is for you.

Let's take a second and catch our breath. We just saw so much innovation today. Photoshop, Illustrator and Premiere Pro are getting faster and better expanding your creative power and precision. Firefly-powered workflows in the core creative apps continue to improve in ways that give you control and reduce those tedious tasks. And using the Firefly app in combination with Photoshop, Illustrator and Premiere allows you to create exactly what is in your mind's eye. Adobe Express, our quick and easy app, gives you even more creative options to take your content further. And we continue to go beyond the desktop building for the next generation of creative pros with Photoshop on the web the free Photoshop on iPhone app, coming soon to Android, and Fresco. And of course, the Lightroom ecosystem gets better and better with new AI-powered workflows. Everything you saw today is available right now and we cannot wait to see what you create and we really want to continue hearing all your feedback to help shape our future roadmap and make sure we are delivering what you want and need. So, before I hand things over to my colleague, I'd like to thank you so much for having me up here. I'm really looking forward to chatting with many of you over the course of the day and leaving London more inspired than ever before. So, please join me in welcoming Senior Vice President of Design Eric Snowden to the stage. [Music] [Eric Snowden] Thanks, Deepa. That was amazing. And we hope what you've been seeing is sparking new ideas and getting you excited about what you can create. We've talked about exploration, we've talked about creation and for many of you, the last step in the process is about production. And so, we live in this connected global social world and personalized, fresh, current content really wins.

And so, at Adobe we're experiencing the same explosion of content needs as all of you. And we need to make creative for more languages, more audiences and more channels than ever before. But producing at scale has become the least rewarding and the most time-consuming part of our work. And at Adobe we're often creating 50,000 variations from just a few hero assets for a single campaign. And doing all of this manually is just completely exhausting for creative teams and it limits the number of really new ideas we can explore and it limits the amount of truly creative work that we can take on. And so, that's why we've built Firefly Services. So, you and your teams can spend less time on repetitive tasks and more time exploring and creating. And so, Firefly Services, there are three main components. The first, our Firefly Custom Models. And so, everything you create needs to adhere to brand guidelines and Firefly Custom Models lets you create your own Generative AI models with just a handful of images. So, you can generate content that is always on-brand, and all of your data remains yours. No one else can access your data outside of your organization or your model.

Second, we're introducing Firefly Creative Production, and this is a simple interface that lets you create at scale variations of your existing content. And so, with this you can resize, you can remove backgrounds you can auto-reframe video clips. And we're expanding these capabilities all of the time.

Finally, we have Firefly APIs for custom integrations. And so, these are powerful composable APIs that bring 40 years of creative technology from tools like Photoshop, InDesign, Premiere Pro into your companies' existing workflows.

With Firefly Services from Custom Models, Creative Production, and APIs, your creative team can reduce tedious work and win back time for true exploration and creativity.

And so, throughout the day we've talked a lot about how we're investing in tools to help you be successful and to create new things. And at the same time, there's so much more to your success as a creative than simply having the right tools. It is about your creativity, but it's also about opportunity to hone your skills, to build your network and to pursue your goals. And we know that starting out can feel really daunting. But here's the thing, you don't have to do it alone. I want you to all think back to when you first started out. There was probably a person or a group of people that helped you with advice, they helped you with opportunities and someone may have helped you get your first job.

And for me it was a man named Brad Neal. This was my very first internship and this was at a very small, three-person illustration studio in rural Illinois in the United States. And I actually found this job by calling every single place in the phone book, so that dates me a little bit that had the word design in the name of the company and I just called all of them, until I actually got an internship. And at the time I was doing these huge pen-and-paper illustrations I didn't know how to use Adobe Illustrator, but they sat me down with a Wacom tablet, a Mac and Illustrator and they taught me how to draw using a computer and it completely changed my life and I wouldn't be here without this opportunity.

And so, one of the things that I think makes our community so special is that we're always willing to uplift and to support each other, including welcoming the next generation of creatives into our industry. And we believe at Adobe we have a role to play here. And helping expand and support creative careers. And so, there are three new programs we're announcing today and I'm really excited to share all of them with you. So first, as part of our global partnership with Creative Mornings we're starting a new Level Up program. And so, this is really about creating global events to drive conversation and to help people kickstart their career in the industry alongside with Creative Mornings.

The second, we're partnering with LinkedIn to give every Creative Cloud member three months of free access of LinkedIn Premium. So, this is going to help you literally connect with career opportunities. This is the perfect way to make connections and to grow your network.

And finally, the thing I think I'm most excited about is we're announcing the Creative Apprenticeship program. So, this is a brand-new program designed to help creators get started in the industry through Training, Mentorship, and Real-world Experience. So, Adobe's goal here is to help hundreds of thousands of early career creatives get started every single year by giving them opportunities for training on skills, you need to get a job, to get portfolio feedback, mentorship from industry luminaries and real-world experience through paid commissions. And the culmination of this program is going to be paid apprenticeships that Adobe will fund partnering with agencies and companies of all sizes. And so, we're excited to see how many careers we can help jump-start together. [Applause] [Music] [Jannah Holder] I love brand design because of the creative freedom it provides me. [Music] [Lyric Kochendorfer] Doing photography as like a job rather than a hobby is a dream come true. [Akash Parikh] I found out in college that there's such thing as motion design and that's where my heart led me. [Music] [Jannah Holder] The job market is really hard to navigate as a freelancer. [Lyric Kochendorfer] It's crazy right now. [Akash Parikh] You have like 30 companies, but 5000 students. [Music] [Rachel Coddington] The Adobe Creative Apprenticeship program is bringing in young creatives into industry spaces much earlier than they would typically have if they were on their own. This is a chance for us to bring folks in who have fresh perspectives. [Music] [Tina Eisenberg] I started Creative Mornings 17 years ago and we've grown into the world's largest face-to-face creative community. [Rachel Coddington] Instrument is a digital marketing agency. We are multi-disciplinary, so we have folks from design strategy, production, technology. [Tina Eisenberg] Not having the budget to take on an apprentice and the time commitment oftentimes just prevents us from taking on this role. [Music] [Rachel Coddington] The Adobe Creative Apprenticeship program helps to vet young creatives. They understand what their skill sets are. Then through Behance, gives us a chance to review their portfolios and then Adobe helps to subsidize their salaries once they're here. So, it creates a very easy point of entry for us. We know they've been pre-vetted. We can see their work and understand their impact. And in addition, it's not a huge financial lift for us. [Music] [Jannah Holder] I've networked with a lot of designers, and I think if they knew about a program like this, they'd feel a lot more reassured. [Akash Parikh] It was very difficult to get a job, but if a program like the Adobe Creative Apprenticeship existed when I was in school, it would be more smooth. [Rachel Coddington] I think it's an incredible opportunity, not just for the folks who will end up working in-house at these places, but for the companies themselves. [Tina Eisenberg] I just feel we have a moral obligation to give back to this next generation. We all have been there, somebody had to believe in us. [Akash Parikh] Working at Instrument is really amazing. I get to work with the clients and I have amazing designers around me. [Tina Eisenberg] I'm excited about the impact that this apprenticeship program will have on a local level, but I'm even more excited of what it will mean for the apprentices to connect on a global level. [Lyric Kochendorfer] There is a million of me, and it just takes one person to change the trajectory of what your future looks like. [Music] [Applause] [Eric Snowden] Awesome. We're so excited to launch with more than 200 creative leaders signed up to be mentors, and we have over 35 agency and company partners signed on to commissioned projects from the program and to offer apprenticeships. We see our role as helping bring the community together to fund the commissioned work and apprenticeships. And so, here's where you come in. We want to invite all of you to join us so that every aspiring creative professional has an opportunity to learn from the people who know the creative world best. And so, whether you're a young creator who's just starting out on a path to your creative career, or you're established in the industry and want to provide mentoring, get started by signing up on adobe.com. And with that, I'd like to hand it back to David. [Applause] [Music] [David Wadhwani] Thank you, Eric. We've shared a lot today. We started with, exploration, we showed the all-new Firefly application, broad generative capabilities, including image, video, audio, vector and design. We talked about Firefly Boards and how it's a single surface for collaboration for all of your creative ideas. We also introduced for the very first time partner models. We talked about OpenAI and Google and FLUX. All of those are available today. We're also announcing a number of other partnerships that are coming in the very near future. So, we're very excited about this. Firefly then becomes your one-stop shop for generation and ideation. Deepa then talked about innovation across the creative process or the creation process in Creative Cloud. A lot of work on performance. Your files are getting bigger. The kinds of things you're doing are getting more complicated. Performance continues to be the underpinning of everything we're doing in our flagship applications. Quality of life features, there are so many things that we get requests for that are going to make your life easier and faster so that you can stay focused in the flow of creation. And we're integrating AI in ways that complement and accelerate your workflows directly into those tools.

And then finally, Eric talked about Firefly Services. These are things that larger organizations use to start to create custom models but also start to create and generate a lot of the variations, so that people can stay focused on the things that impact the business the most, which is the core creation and creativity that all of you guys bring to your teams in your organizations. And of course, last but certainly not least, Eric also talked about the launch of the Creative Apprenticeship program, which is a core part of really what Adobe's all been about, making sure that we're working with you very closely day in and day out.

Everything we talked about so far today is available today. Absolutely everything's on the site and you can go and start using it today. So, please take the time to do that and as always, give us the feedback. We're so excited to see what you do with it. So, thank you. [Applause] [David Wadhwani] So, the last thing, this is actually my favorite part. I get to see all the demos before you guys do. So, I love that, great job everyone. But this is my favorite part. This is where we actually stop talking to you about what we're doing at Adobe, and actually listen to an amazing local creative artist about what they're doing and really sort of connect back and share a little bit about how your peers are doing things in the industry. So, with that, I want to bring up Simon Morris, who runs marketing for Europe for us, and he's going to talk a little bit about what we're doing in the local community and actually have this amazing conversation. So, Simon, come on up, thank you. [Music] [Applause] [Simon Morris] Hello, Adobe MAX. I'm absolutely thrilled to be here with you all today. We love bringing our community together to learn, to be inspired and to connect with each other. It's truly an exciting time for creativity. As a marketer, we are just starting to realize the incredible ways that creativity, marketing, and AI are coming together to create magic. Creativity is the key to making marketing work, and it is today's innovations that are fueling creativity and marketing coming together to drive storytelling with impact. Amazing stories with compelling images, videos, photo sound design, that all create a deeply personal connection. At Adobe it's what fuels our teams to innovate, to keep pushing that envelope, to give people tools that not only delight them, but expand their creativity to serve all of you, our incredible creative community. At Adobe, we have a deep commitment in bringing to life our belief of creativity for all. A belief centered around inclusivity, accessibility, and opportunity for everyone. Earlier this year, thanks to support from the Adobe Foundation ScreenSkills launched a number of new programs to help people at the start of their careers. There's the unscripted TV Skills Fund, which supports senior professionals by helping fund the cost of a Royal Television Society mini MBA in TV and streaming media. Plus, it provides executive coaching sessions and regular networking opportunities.

In addition, the new Accelerate Action Bursary provides financial support for coaching and career development to break down those barriers and foster greater inclusion in the industry. To see if these programs can help you, please do scan the QR code on the screen. And a huge, huge thank you to the team at ScreenSkills for everything they do and being amazing partners. [Applause] [Simon Morris] I also have the pleasure today of recognizing and celebrating breakthrough creative work with the return of the Adobe MAX Creativity Awards for 2025. This global program spotlights exceptional projects made using Adobe tools across multiple disciplines, from graphic design and photography to video, animation and many more. And this year, we're expanding the program with new award categories designed to recognize not only professional achievements, but also personal passion projects and emerging talent. So, whether you're a seasoned agency professional, or just starting out on your creative journey, there's an award for you and your story and submissions are open today. If you create something bold, meaningful or beautiful, this is your opportunity to share it with the global creative community. Again, there's a QR code on the screen which you can scan, or you can visit our MAX website to learn more and to enter. And now, in the spirit of being inspired by our community, I wanted to talk for a few minutes about the Adobe Museum's Creative Residency program. It's an initiative we launched back in June 2023, the work of our first cohort of creative residents Rachel Sale, Luca Bosani and Jacqui Ramrayka, along with the Victoria and Albert Museum public programing efforts have helped inspire tens of thousands of young people, students and families across the UK. Rachel, Luca and Jacqui have their work on display at the V&A, which has so far had over 120,000 visitors, myself included, best of all, it's free for everyone, so please do make sure you go and check it out. And in January, we welcomed three new residents to the program. I'm very excited to have them here with us today. So, please join me in giving a massive round of applause to Jessica Starns, Michael Akuagwu and Ciara Neufeldt. [Applause] [Simon Morris] We wish you the greatest success in your artistic endeavors, and we can't wait to see your work on show at the V&A at the end of the year.

Another partnership that we are incredibly proud of brings two things together that I absolutely love, creativity and football. The Adobe Women's FA Cup, and our partnership with the Football Association is all about empowering the fans, the players and the clubs to share their excitement for one of the most prestigious football competitions in the world. Our goal is to reach millions of fans through the power of creativity. Over 130 clubs in the Adobe Women's FA Cup are already using Adobe Express to create social reels and posts, matchday programs, flyers, and all sorts of marketing content. The purpose of which is to help those clubs better engage their fans by helping them quickly and easily create great content that stands out. This is crucial, and so many of those clubs are largely made up of volunteers or of players who are wearing multiple hats. Not only are they walking out on the pitch to play, they might also be scheduling social posts at the same time. One such club using Adobe Express to do exactly this is Camden Town Women's Football Club, not too far away from where we are today. Last year we were proud to become their title sponsor and what an incredible year the team have had. Not only starting out with a sensational 9-0 victory away against Bexhill United in their second match in the Women's FA Cup, but they've now been promoted to the sixth tier of the women's footballing pyramid. And on May the 4th, they'll be taking on Hammersmith Women's Football Club in what is set to be a title decider. So, good luck to Camden on that game. And now we'd like to give you all a chance to play your part in supporting this partnership. So, please, very carefully check underneath your seats.

Before you arrived today, we placed golden tickets for three lucky winners, plus a friend or loved one to attend the Adobe Women's FA Cup final between Manchester United and Chelsea on Sunday the 18th of May at Wembley Stadium.

At last year's Adobe's Women's FA Cup final, we brought our creative magic to Wembley with the moment described by the stadium announcer, who'd been the announcer for 40 years as the most colorful and creative event I'd ever seen. This year, our support is going to be bigger and bolder than ever before, including giving those attending the final the chance to use Adobe Express to design and print a football shirt with their own dream football crest. You can see Alessia Russo's football crest behind me on the screen. So, if you are at the Cup final this year, head to the Adobe fanzone to see the magic unfold. And speaking of those going, if you could hold up your ticket, if you won. Do we have any winners? [Applause] [Simon Morris] There we go. [Applause] [Simon Morris] So, we will find you and make sure you get your tickets. Let's give them a round of applause. Thank you. [Applause] [Simon Morris] We wanted to round out our keynote today. Hearing from one of the UK's most exciting young creatives. He started creating content in 2020 during lockdown, and since then has created a brand, the Studio B production company, which specializes in creating visual effects content for leading brands like Netflix, Amazon, Sony, and Disney. His social media following has amassed over 25 million subscribers and has billions of views each year. Joining us all the way from my hometown of Bushey, Hertfordshire. Please welcome to the stage Brandon Baum, [Applause] [Narrator] Everybody is talking about the asteroid heading towards Earth. What could it possibly be? [Music] [Narrator] It's everywhere, it's huge. [Speaker unknown] Oh my god. [Speaker unknown] I have a more serious relationship than I had with my last boyfriend. [Mr. Beast] Now you're getting me excited for my own show. [Speaker unknown] Guess I'll take it from here. [Speaker unknown] Come on, let's go. [Speaker unknown] I guess happy hour is over. [Speaker unknown] Really? [Speaker unknown] Come on, come on. [Music] [Tom Holland] I don't really know what's going on. [Music] [Speaker unknown] I got a B. [Applause] [Brandon Baum] Stories are magical. They are a portal into a world filled with mystery, wonder and excitement. You see, a great story has the ability to make us laugh, cry, but most importantly, inspire us to dream.

I fell in love with filmmaking at the age of 12. My first film shot on my brother's iPod. I overlaid a green screen asset and bosh, Oscar worthy.

Suddenly, in the palm of my hands, I had the power to capture, create, and share content, and a glimpse of Hollywood somehow felt accessible.

Inspired by the greats, James Cameron, Spielberg, Lucas, I dreamt of one day opening my own studio, launching a YouTube channel, and telling stories to the world. I'd locked myself in my bedroom watching Andrew Kramer After Effects tutorials, obsessing over every trick that I could master. Bursting with excitement to share these creations with the world, I'd upload them to YouTube, where they'd receive a grand total of...

...two views. Thanks, mum.

I was hooked. I spent every waking moment watching, learning and creating content on YouTube. learning and creating content on YouTube. Eventually, I began my pursuit into the industry. After about a year of shadowing, pestering and just eventually showing up uninvited, I managed to land my first job as a runner. I was cleaning up trash, serving drinks, sweeping the floors and... ...I loved it. I was surrounded by people like me, people who loved to tell stories. Then one day I met these two guys, called Woody and Kleiny. Now, when I met them, I was shell shocked because they had 50,000 subscribers.

In front of me were two creators who had successfully built up an audience online. It was the first time I realized there was a viable path telling stories in this undiscovered territory. So naturally, I quit my safe job in TV and dove headfirst into the wild West of YouTube, producing and directing content for creators. Now, back then, YouTube didn't hold the same prestige that it does today. I remember countless conversations with friends and family telling me that I was crazy, that no jobs could come from YouTube, but over the following four years that 50,000 subscribers turned to an astronomical 15 million.

I'd fallen in love, and this new chapter felt like a brand-new opportunity to tell stories like never before.

For four years, I had the honor of meeting and working with so many of YouTube's greats, all of who, who are betting on a platform, the industry still didn't take seriously.

We were finding our way in the dark. We pushed boundaries, took creative risk, and we failed a lot. But with every misstep, we learned more. And in the process, we discovered how to tell stories that touched hundreds of millions of people.

And then, five years ago, lockdown hit. Everything stopped, the lights, the cameras, the magic, gone. But my obsession remained. And with no way to film with others, I saw this as an opportunity to start creating my own characters, building new worlds and telling stories filled with magic. So, I set up my own channels, and on day one of lockdown, I made a pact with myself that every day I was going to upload a brand-new video. Now, of course, what was supposed to be a three-week lockdown turned into a three-month lockdown. But I kept to my pact, ideating, shooting, editing, and uploading every single day. And by the end of the lockdown, I had reached an insane 1 million followers.

As a new chapter emerged, a brand-new opportunity to tell stories like never before had quietly opened.

Stories make the real world disappear. They conjure emotion, they summon imagination, and they transform the way we see ourselves and each other. Now that is real magic. Storytelling has been prevalent since the dawn of time, since the campfire oral epics of our ancestors to today's blockbusters. The tools have evolved, but that magical feeling storytelling blossoms has never changed. But every time a new tool emerges, the same fear follows, that somehow the magic will be lost.

When sound was first introduced to cinema, critics dismissed it as a gimmick. Studio execs claimed that audiences wouldn't want to hear actors speak.

Then, as computers were introduced to edit movies, filmmakers claimed that the magic somehow lived in the physical splice of the film and that the same soul couldn't be recreated inside of a computer. Heck, when Tron hit the big screen, it was banned from a nomination in the visual effects category because the Academy deemed its use of CGI as cheating.

Sound familiar? Just a decade ago, Hollywood said that Netflix movies weren't real movies, and they didn't belong at the Oscars.

And today, Netflix is not only one of the biggest investors in storytelling, they have claimed over 25 Academy Awards.

The latest trick has arrived. It's fast, it's new, it's powerful, and it's called AI.

And like every tool before it, it has divided the room.

Today it feels like we've entered a creative civil war. On one side, the traditionalists claiming that AI is ripping the soul from our art, and on the other side, the absolutists claiming that AI is the final form of artistry.

And honestly, my take, I am [_] bored of it all.

We've become so obsessed with the mechanics of creativity, so consumed by what's real and what's artificial that we've forgotten the reason we create in the first place.

Let's go back for a moment to the 1970s, a time when the idea of making movies inside of a computer was unthinkable, laughable.

But then up stepped one curious filmmaker, George Lucas.

In 1977, he released Star Wars and shattered every preconceived notion of what cinema could be. He didn't chase technology for the sake of technology. He chased it because it was the key to unlock his story and tell it in a way the world could have never imagined.

Then came James Cameron with The Abyss, Terminator 2, Titanic, Avatar. He didn't just use new technology, he forged it and pioneered its very workflow into existence.

In December 2022, I had the insane honor of being invited to the premiere of Avatar 2. I sat there in pure disbelief at the insane technical marvel in front of my eyes as I was whisked away into a world filled with wonder.

Then later that evening, I saw one of my heroes.

I plucked up the courage, calmed my nerves, took deep breaths, and there he was, Mr. James Cameron.

It was a dream come true.

I had the privilege to thank him not only for the film, but for pioneering the CGI industry and bringing a new form of magic into existence.

And then literally just a few months ago, this happened.

Cameron announced that the next avatar film would open with a disclaimer that reads: No Generative A.I. was used in the making of this movie.

Instantly I felt like I was hit by a wave of déja vu. Now, look, I get it, I really do. He's protecting the legacy of an industry he helped shape and in turn, shaped him. But here's the irony. He was only able to shape it because he dreamed bigger. Because instead of joining the chorus of doubt, he leaned into the unknown and pioneered it. That's why we watch Titanic sink, it's why we saw Pandora fall. And it's why we know James Cameron as the storyteller he is.

And then literally, as I was creating this presentation a few days ago, something remarkable shifted.

Cameron sat down with Andrew Bosworth, CTO of Meta, and his attitude towards AI had evolved.

He acknowledged that we stand at a crossroads, not to replace artists, but to amplify them, to integrate AIs into workflows in a way that empowers human creativity. You see, one of Hollywood's greatest challenges today are the spiraling costs that are choking innovation.

As budgets rise, studios grow cautious and original storytelling becomes too risky.

And so, we get this churn of prequels, sequels, and remakes.

But risk isn't something to avoid. It's the heartbeat of creativity. Without it, entire worlds of imagination never get built. Stories stay locked away. And arguably most importantly, emerging storytellers never get their shot because the stakes are simply too high.

But now AI has the potential to change everything.

By increasing the cadence of production, we can bring costs down, not to replace the creative process, but to unleash more of it. Suddenly, studios can take greater creative swings, greenlight more projects, open the doors to new emerging voices, new talent, you.

Now, let's be clear. I'm not arguing that Cameron should be using Generative AI in Avatar. Honestly, I couldn't care less whether he uses it or not. I just want to watch one of the greatest storytellers of our time bring his story to the big screen.

And let's face it, when you've got one of the biggest budgets in cinema history, unlimited resources, and almost a decade to work on your movie, there's probably not much more AI has to offer.

But for the storytellers that don't have the budgets, that don't have the studio backing or the huge team, AI offers a brand-new opportunity.

Suddenly storytelling is more accessible, faster and more feasible than ever. I am here today because of the portal that opened up in the palm of my hand when I was 12 years old, a scratched-up iPod that became my gateway into storytelling.

The reason AI excites me isn't because of the tech itself. It's because of what it represents, access, democratization, and a paradigm shift.

Enter YouTube, a platform once home to fail compilations and cat videos, has now ascended to become the most dominant forces in our living rooms. A platform that is free to distribute, where you can tell your story and a discoverability engine will hunt down the audience it was intended for. The need for creativity isn't fading, it's exploding. Over 1 billion hours of YouTube content is consumed on TV's alone every single day.

We are stepping into an era where the power to decide which stories get told, no longer rest in a single Hollywood boardroom.

The floodgates are open. Both the tools and the distribution have been brought to billions of potential storytellers.

A brand-new storytelling pipeline isn't coming.

It's already here.

One of my favorite stories, a group of remarkable young filmmakers based in Sierra Leone, using just an old iPhone, they produced an entire hour-long feature film using visual effects, they then uploaded it to YouTube. It went viral, capturing worldwide attention. Eventually, reaching global superstar Idris Elba. Idris reached out to the group, and he's confirmed he's working with them on an upcoming project. Never before in human history has a story like that been possible. I'm excited to enter a world where this is the first of many, and where the pipeline of work isn't just coming from the blockbusters, but independent storytellers all around the world.

When we democratize storytelling, we democratize the access. Imagine a future where budgets are no longer barriers, where boardrooms don't control breakthroughs, and where the only gatekeeper is the audience. And the only true measure is the feeling you leave with them.

Now, to be clear, that feeling is not generated by AI, but it's also not formed by a polygon in 3D, it's created by you. No matter the tool you use.

You've probably heard the phrase Generative AI is lifeless, it's soulless.

But I can't help to wonder. Is that because of the technology itself? Or because the right storytellers are still yet to grasp it.

Tools don't bring stories to life, storytellers do.

Take Pixar. A studio that pioneered using code and computation to bring toys to life. They forged a new frontier of computer animation, and despite this, hold one truth to that call.

That story is king.

And that's the point. Change is always uncomfortable, but it also brings with it something extraordinary, a brand-new chapter to tell stories like never before.

Tools open doors. They expand what we're capable of, they redefine what was once thought of as impossible. But no amount of machine learning or automation can replicate the spark of human imagination. Because while the tools bring the picture to life, they don't define it.

Great storytelling does.

I've been lucky.

What started with a green screen and two views is now an insane 15 million subscribers and 15 billion views. My dream of owning a studio has been brought to life in Studio B, helping some of the biggest brands in the world redefine how they tell stories online.

Studio B's AI task force is building launchpads for our artists and our production teams, not only to increase cadence, but to help us fail faster, so we can stumble on gold quicker. And yes, even with the increase in output, we are still hiring more artists because great artistry lives at the core of every great story.

Now my story is far from over. In fact, I still feel like I'm in act one.

My dream is to tell stories that bring people together, to build worlds, to create characters, and to maybe one day bring it all to life in a theme park that brings the greatest stories of our time to life.

The magic of a story doesn't happen inside of a screen. It's not forged in code or printed on a page.

The real magic happens in the audience's mind.

It's the lump in your throat when Simba loses his father.

It's the chill down your spine when Vader says, "I am your father." And it's the roar in the cinema when Cap lifts up Thor's hammer.

That's what turns a scene into cinema, a video into a memory, and a story into something unforgettable. And when we get that part right, the tools fade into the background, the technology disappears, and all that's left is how we made people feel.

Because while the tools will keep evolving, the magic of a great story will always stay the same.

Thank you. [Applause] Guys, thank you so much. [Brandon Baum] Before I leave, I want to very quickly have all of you star in a video. I'm going to turn around and as I point to everyone, I want everyone to go absolutely nuts, and lights, I'd love some floodlights on, brilliant. So, I'm going to turn around and I'll go, now, and everyone go absolutely crazy. And three, two, one, now. [Cheering] [Brandon Baum] Amazing, thank you so much everyone.

[Music] [Simon Morris] Brandon Baum everyone. That was incredible. So, if you're excited to start using the new features and capabilities shown on stage this morning, get hands on in the creative part just outside the hall and join the Breakout Sessions that should be in here this afternoon. Finally, please keep an eye out whilst you're out there. We have a roving reporter, you might recognize him if you're a Harry Potter fan, the one and only, Tom Felton. He'll be capturing the day's most spellbinding moments across Adobe social channels. Thank you again for joining us, at Adobe MAX London, enjoy the event. Thank you. [Applause]