It was great to spend time at Adobe MAX 2025, the world's largest creative conference, and to see firsthand how AI is driving new connections and new collaborative workflows that impact creative and marketing teams. It was an inspiration hearing from award-winning creatives like filmmaker James Gunn and StudioB CEO Brandon Baum, plus watching all the amazing Sneaks demos with powerhouse storyteller Jessica Williams. Global creative and marketing leaders shared their perspectives on how AI can amplify human creativity. They also identified opportunities to use AI to streamline workflows and rethink how they approach brand building, world building, and designing customer experiences that amaze and inspire. It was truly a fusion of creativity, marketing, and AI.

AI is changing more than the way we work. It’s unlocking creative possibilities and reshaping audiences’ expectations. As creative and marketing leaders, we need to navigate this shift while delivering integrated campaigns and customer experiences that stand out and stay true to their brand.

Watch the Adobe MAX opening keynote here.

Content is a brand builder.

We all can agree that people are consuming content at breakneck speed. The competition for attention these days is fierce. Every time you pull out your phone, searching for information or checking a social feed, you're hit by ads. So, ask yourself, what marketing do you stop to read, watch, or listen to?

Research shows that marketers have about three seconds to grab someone’s attention. The truth is that your audience will not stop for stale content. They will abandon repetitive experiences. Customers are expecting brands to deliver personalized content, and this demand will only continue to grow.

Among MAX attendees, there was lots of discussion on the intersection of creativity and AI and making sure creators remain at the center — empowered to ideate rapidly, collaborate seamlessly, and drive authentic brand engagement that truly connects with customers. That spark of quality creative doesn’t come from the latest model. It originates from a person.

The latest from Adobe MAX unveiled.

We released major innovations in Adobe GenStudio that empower creative and marketing teams to unlock the value of AI — scaling content production for demanding channels such as social media and digital advertising. And we revealed new AI-powered capabilities and advertising partner integrations across GenStudio offerings that simplify the process of assembling, activating, and optimizing personalized customer experiences.

We made some remarkable announcements at MAX, introducing Firefly Design Intelligence, a new tool inspired by a collaboration with The Coca-Cola Company to scale brand compliance globally, as well as Adobe Firefly Foundry, which enables businesses to create proprietary generative AI models working directly with Adobe as a trusted advisor and partner to help evolve their AI model strategy in creative and marketing.

These innovations across the integrated Adobe ecosystem help teams boost creative productivity and exploration, extend the reach and impact of content, and protect and elevate their brand.

Creative productivity.

Adobe provides creative and marketing teams with cutting-edge creative tools, powered with AI for thoughtful ideation, stunning creation, and enhanced productivity. These capabilities help teams transform big ideas into multichannel content, streamline repetitive tasks, and build design systems that free up time for conceptual work, curation, and taste-making.

• Design and storyboard with generative AI. Help creative teams seamlessly move from idea to execution with a new way to whiteboard. Firefly Boards in the web app are now integrated with Adobe Firefly Custom Models, giving teams an infinite canvas to quickly ideate and iterate content that’s always on brand.
• Choose between Adobe's commercially safe models or cutting-edge partner models. Explore different capabilities and styles from the latest releases like Runway, Luma AI, Ray 3, and Gemini 2.5 Flash Image without interruption of creative workflows.
• Speed and performance upgrades. From Adobe Photoshop to Adobe Premiere, Creative Cloud apps now respond faster, render quicker, and connect seamlessly across the workflow so creatives can adjust, export, and move ideas across apps without ever breaking the flow.

Content at scale.

Adobe enterprise-grade solutions help creative and marketing teams turbocharge their content production and support greater cross-department collaboration. With democratized creativity and unified workstreams, everyone involved can create, remix, or optimize high-quality content for every journey, market, audience, and channel.

• Power your content supply chain with the latest advancements in AI. We’ve expanded ad partner integrations across GenStudio offerings to help businesses rapidly transform every aspect of their digital content supply, including planning, creating, managing, activating, and measuring content. With generative and agentic AI at the core — and seamless integrations with Amazon Ads, Google Marketing Platform, Innovid, LinkedIn, and TikTok — teams can now streamline experience delivery.
• Scale content for every audience. Creative and marketing teams can now work faster, smarter, and more collaboratively with solutions such as Adobe Firefly Services APIs, Unified Review and Approval, and Adobe Express. These tools are designed specifically to streamline workflows, ensure brand consistency, and deliver measurable results.
• Simplify AI-powered workflows. Automate and scale last‑mile production by giving teams a no‑code way to compose reusable, multi‑step workflows that mix generative and editing actions — then run them at scale. Firefly Creative Production for Enterprise connects where creative work already happens. With enterprise controls and production‑grade actions, it delivers the flexibility, control, and collaboration enterprises need to quickly produce on‑brand variants.

Brand amplification.

Adobe provides a range of solutions to help strengthen brand storytelling and expression. From establishing brand-compliant guardrails to deeply trained and customized AI models and design systems, our tools help organizations and partners create commercially safe content at scale without compromising brand identity or trust.

• Adobe Firefly Foundry: Train Adobe’s secure, commercially safe Firefly models with your brand’s unique vision and intellectual property. Models have semantic understanding across multiple creative concepts to generate high–fidelity content. Adobe Firefly Foundry models are commercially safe and integrated across the Adobe ecosystem to generate on-brand, production-ready content.
• Firefly Design Intelligence: Train, test, and share brand-compliant design systems in minutes, without leaving the tools creative professionals use every day. No AI expertise needed. Firefly Design Intelligence allows teams to generate flexible design variants, auto-select assets that meet design requirements, and develop context-aware copy to stay on-brand.
• Custom Models: Easily customize Firefly generative AI with fast, intuitive training using existing brand assets. Use Case Cards help teams browse for common real-life examples for inspiration and start training a model right away. By uploading brand guidelines or style documents, creatives get an extra layer of brand control.

Explore more — On-Demand Adobe MAX 2025 sessions.

Catch all the inspiration and creative energy in our on-demand sessions. Here are some of the highlights, packed with takeaways to help you reimagine what’s next for your creative teams.

Style on the Fast-Track: Kate Spade’s Custom Model Makeover.

Join Gurashish Kaur, handbags designer at Kate Spade New York™, and Brandon Keeney, senior manager of digital product creation at Tapestry, as they reveal how AI is driving the evolution of ideation and design workflows — while keeping content rooted in their playfully sophisticated brand DNA.

AI Is here. Now what? Lessons from Amazon’s Brand Studio.

Learn how Jocelyn Chang, Creative Director of Generative AI at Amazon Devices Brand Studio, is navigating the real-world challenges of AI adoption. Learn how they’re building practical frameworks to integrate tools like Adobe Firefly while upholding creative standards, legal requirements, and brand integrity. From early concepts to production-ready content, explore how creative teams can evolve with AI while staying grounded in what makes their work human.

AI in Beauty: How Creatives Thrive at Too Faced Cosmetics. 

Warissara Muangsaen, VP global creative director at Too Faced, discusses how her creative team gets content to market faster and scales storytelling without sacrificing what makes their brand unique. Discover how Too Faced created its first AI-led campaign, how her team uses brand guidelines and visual references to shape AI outputs, and how experimentation with AI empowers creatives to find inspiration.

Final thoughts — from imagination to impact.

Creativity unites us. At MAX 2025, it was clear that many creative and marketing leaders are redefining creativity with innovation, strategy, and emerging technology. Adobe provides a unified platform that empowers creators and marketers to catalyze their ideas to assets, produce content with volume and velocity, and deliver clear business impact through personalized, on-brand experiences.

Success in the AI era is going to require transformation across creative and marketing workstreams. Customers need to overhaul outdated processes to free up teams to nail the kinds of big ideas that turn prospects into customers and customers into brand advocates. As your creative partner for over 40 years, Adobe gives your teams the right tools for what's next to help them produce compelling creative that leaves a lasting impact on your audiences. And with industry-defining marketing technologies, Adobe ensures that creative content delivers maximum market impact.

There is a lot of frenzy out there around AI and what’s next. At Adobe, we’re building and creating every day on behalf of customers, so you can turn that AI frenzy into real marketing and business impact. Navigating the intersection of creativity, marketing, and AI is exciting and groundbreaking — and it all starts with Adobe.

Learn more about our latest solutions: Explore Adobe for Business

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