Creativity is entering a transformative new era powered by artificial intelligence (AI) and the company is at the forefront of this revolution that will fundamentally reshape how people create content across industries, Adobe CEO Shantanu Narayen has said. Speaking at Adobe MAX, the company's annual creativity conference in Los Angeles, Narayen outlined a vision where AI doesn't simply execute tasks but collaborates with creators.
He said that AI will ask clarifying questions, plan multi-step workflows, and deliver personalised results that maintain human control and ownership.
“Creativity is everywhere, fueling progress across industries, adding innovation, reshaping business models, practices, and most important, customer engagement. We're proud that Adobe has been at the forefront of this entire revolution,” Narayen said.
From photoshop to AI: Narayan says Adobe has a long creative legacy
Narayen traced Adobe's influence from “the earliest days of Photoshop to the groundbreaking advances” that have been unveiled at the conference. He emphasised that the new tools will make “creativity more fluid, more inclusive and more influential than ever before.”
The CEO framed the current moment as a fundamental shift in how people interact with creative tools, enabled by AI's ability to understand natural language and intent.
“Creativity is entering a new era as AI enables creators to immerse themselves in their ideas seamlessly with the mechanics of execution,” he said, explaining, “You'll be able to specify your desired outcomes in open-ended ways—whether it's reimagining the layout of a scene or adding or removing objects in a single step.”
Adobe brings AI models from Google, OpenAI and more to Firefly
Narayen explained Adobe's strategic decision to offer creators choice among multiple AI models rather than locking them into a single technology.
“Today you have more options than ever before to find inspiration as well as iterate on these concepts. Being able to describe what you want to do—whether it's text to image, text to video, text to audio—is a more intuitive and natural way to start the creative process,” he said.
“It's why it was really essential for us to develop our own excellent foundation models with Firefly that are designed to be commercially safe, but also to give you the choice of multiple third-party models like Google Gemini, Imagen, OpenAI, Flux, Runway, Microsoft Mai, and others,” he added.
He said that AI will ask clarifying questions, plan multi-step workflows, and deliver personalised results that maintain human control and ownership.
“Creativity is everywhere, fueling progress across industries, adding innovation, reshaping business models, practices, and most important, customer engagement. We're proud that Adobe has been at the forefront of this entire revolution,” Narayen said.
From photoshop to AI: Narayan says Adobe has a long creative legacy
Narayen traced Adobe's influence from “the earliest days of Photoshop to the groundbreaking advances” that have been unveiled at the conference. He emphasised that the new tools will make “creativity more fluid, more inclusive and more influential than ever before.”
The CEO framed the current moment as a fundamental shift in how people interact with creative tools, enabled by AI's ability to understand natural language and intent.
“Creativity is entering a new era as AI enables creators to immerse themselves in their ideas seamlessly with the mechanics of execution,” he said, explaining, “You'll be able to specify your desired outcomes in open-ended ways—whether it's reimagining the layout of a scene or adding or removing objects in a single step.”
Adobe brings AI models from Google, OpenAI and more to Firefly
Narayen explained Adobe's strategic decision to offer creators choice among multiple AI models rather than locking them into a single technology.
“Today you have more options than ever before to find inspiration as well as iterate on these concepts. Being able to describe what you want to do—whether it's text to image, text to video, text to audio—is a more intuitive and natural way to start the creative process,” he said.
“It's why it was really essential for us to develop our own excellent foundation models with Firefly that are designed to be commercially safe, but also to give you the choice of multiple third-party models like Google Gemini, Imagen, OpenAI, Flux, Runway, Microsoft Mai, and others,” he added.
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