Adobe MAX 2025

The Future of Creativity

With dazzling reveals and visionary sessions, Adobe MAX 2025 inspired creators everywhere to dream bigger, work faster, and connect more deeply.

IN THIS REPORT

Celebrating New Possibilities

Unleash the Power of Content

Scaling Without Compromise

Innovation Announcements

Leading by Example — Standout Sessions

MAX Sneaks

Beyond MAX

Creativity and Technology Lead the Way

Forward-thinking creatives from across the globe came together this year at Adobe MAX to explore how AI is reshaping the creative landscape — fueling the demand for personalized content, elevating customer expectations, and transforming how teams bring stories to life. With breakthrough innovations unveiled in Adobe’s AI tools, the future of creativity is being rewritten by those who dare to embrace change, harness new technology, and reimagine what’s possible. Don’t miss out on the insights and on-demand sessions.

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Celebrating New Possibilities

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Creativity took center stage at Adobe MAX. The energy was undeniable across every session, demo, and conversation. Creators and brands showed how they are rethinking what’s possible. At the heart of it all was one simple truth — human imagination is still what drives progress.

We’re in a moment when the way we create, collaborate, and connect is changing fast. Tools evolve weekly. Expectations even faster. But what hasn’t changed is the spark that starts it all, which is the desire to make something meaningful. MAX showed that when creativity meets intelligent technology, that spark doesn’t fade. It ignites.

We heard from leading organizations who are stepping up and turning creativity into meaningful connections and brand value at a pace once thought impossible. This report offers a snapshot of the game-changing innovations revealed at MAX and real customer stories that bring these advancements to life. Dive in and discover how creativity is being reimagined right now.

Unleash the Power of Content

Content is the heartbeat of every brand. It’s how stories are told, connections are made, and growth takes shape. With audiences hungry for more and new platforms appearing by the day, creative teams are feeling the pressure to deliver faster.

At MAX, this tension channeled into inspiration. We heard from leaders and makers who are finding better ways to work. They’re using new tools to simplify tedious processes that used to slow them down, freeing up time for the ideas that matter most. The role of creativity and technology as collaborators rather than competitors was a theme that came up again and again. As Geoff Mroz, director of AI solutions and security at Adobe, put it:

“When Adobe talks about production, we’re not talking about replacing you. What we’re talking about is giving you the one thing that nobody else can — and that’s time.”

All in all, it was an important reminder that the most powerful thing in any workflow will always be the human behind it.

“The content you create has never been in more demand. Most businesses continue to say they need a lot more content to meet the market opportunities. We need to acknowledge that the creative industry is going through an incredibly important transformation on the back of two huge technology trends — generative tooling with AI models and conversational experiences with AI agents.”

David Wadhwani

President of Digital Media, Adobe

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Scaling Without Compromise

With more content flooding the world every day, even the strongest brand voices risk getting lost in the noise. Creative teams are finding that staying authentic takes as much imagination as the work itself.

People want to move faster, but not at the expense of meaning. They’re learning how to keep their brand’s voice clear and recognizable, even as expectations rise and timelines shrink.

Across industries, creative teams are working in new ways that protect their sense of identity and purpose while giving them room to experiment. They’re building systems that make collaboration easier, so they can focus more on the story and less on the logistics.

Amid all the excitement, there was also a clear sense of responsibility — an understanding that the future of creativity depends on thoughtful innovation. Adobe’s commitment to developing AI responsibly is part of that vision, ensuring technology continues to support creators, not replace them. Because at the center of every breakthrough, there’s still a human idea leading the way.

“It’s beginning to transform how we work — not by replacing creativity, but by enhancing it. The tools handle repetitive tasks so our teams can focus on high-impact ideas and brand storytelling. We’re delivering more consistent content at scale without losing the human touch.”

Samantha Tuttle

Director of Marketing and Commercial Excellence, Newell Brands

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Innovation Announcements

Adobe MAX 2025 marked the official unveiling of a host of new AI-powered products that bring together creative and marketing workflows. These innovations across the integrated Adobe ecosystem help teams boost creative productivity and exploration, extend the reach and impact of their content, and protect and elevate their brand.

Adobe Firefly Boards, Firefly Design Intelligence, and Firefly Creative Production are fundamentally changing how ideas come to life. Massive speed and performance upgrades within key Adobe Creative Cloud apps make it possible for you to transform concepts into stunning customer experiences faster than ever.

Creating Without Limits

It all starts with a person and an idea. Tools like Adobe Firefly, Adobe Firefly Boards, and Adobe Firefly Creative Production are giving creators new ways to move from spark to finished piece in a fraction of the time.

Firefly has become the go-to companion for creative exploration. With a few words, you can turn imagination into imagery, whether it’s a product concept, a backdrop, or a visual story.

Firefly Boards takes it a step further, giving teams a shared visual canvas that makes brainstorming feel more like playing. Drop in images, sketch ideas, generate options on the fly, and watch concepts evolve right in front of you.

And when it’s time to bring those ideas to life, Creative Production helps with the heavy lifting, automatically adapting assets for different formats and platforms so creators can focus on craft, not file sizes.

For individual creatives, it’s about getting more. More time back, as well as more freedom to explore, experiment, and make.

Scaling and Collaborating

Once ideas grow into campaigns, collaboration becomes everything. That’s where Adobe GenStudio, Adobe Firefly Services, Adobe Creative Cloud for Enterprise, and Adobe Firefly for Enterprise come in. These tools are built to help teams create together, faster.

GenStudio connects every step of the content journey — planning, creating, approving, and measuring. Teams can keep their focus on storytelling instead of juggling systems.

Firefly Services handles the behind-the-scenes tasks that often slow teams down by automatically tagging, resizing, and localizing content across channels.

Creative Cloud for Enterprise unites every Adobe app under one roof, giving large teams shared access, storage, and control, so creators around the world can work seamlessly together.

Firefly for Enterprise brings generative AI safely inside that environment, helping teams quickly generate images, designs, and text effects that stay commercially safe and on-brand.

Together, these tools give creative energy clear direction, helping businesses move forward with faster production, tighter collaboration, and content that feels cohesive everywhere it appears.

Amplifying Your Brand

For global organizations, the challenge is creating at scale while keeping everything connected, secure, and unmistakably theirs.

With Adobe Firefly Custom Models, brands can teach Firefly their visual language, training it on their logos, photos, and color palettes. Every new asset can instantly feel like them.

Adobe Firefly Design Intelligence brings that same brand consistency right into the creative process. It helps creators stay on-brand as they design, ensuring every piece fits the look, feel, and tone without a single manual check.

And Adobe Firefly Foundry lets companies go even further by building their own creative engines — models trained on their brand’s imagery, tone, and style — ready to use across the entire Adobe ecosystem.

Enterprises need creative confidence at scale, so they know that every design, campaign, or experience feels authentically theirs, no matter where it’s made.

Leading by Example — Standout Sessions

This year’s MAX lineup was stacked with innovators who are changing how creativity gets done. From bold brand evolutions to supercharged, superefficient workflows, every session was an inspiration. Check out how these pioneers are harnessing AI to work smarter, move faster, and connect with their audiences on a deeper level.

New Rules of Creation: Experiment, Evolve, Wow

Sebastian “Bas” Schwartze, AI accelerator for marketing and design at Bosch, shared how curiosity has become the driving force behind his team’s creativity. Instead of waiting for the perfect plan, they experiment — testing, tweaking, and learning as they go. Generative AI has become part of that process, helping them move faster and think bigger. What’s emerging is a new rhythm of imaginative creativity that produces a ton of content.

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AI in Beauty: How Creatives Thrive at Too Faced Cosmetics

For Warissara Muangsaen, VP and global creative director at Too Faced Cosmetics, generative AI is helping ideas take shape faster. Her team uses Adobe Firefly to bring campaign worlds to life in minutes, capturing the brand’s playful personality before design even begins. By giving ideas a sense of form early, they’re making more room for imagination to run wild.

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Paper Mate, Sharpie, and More: Crafting an AI-Powered Content Supply Chain

At Newell Brands, Samantha Tuttle, director of marketing, and Julie Sheeran, creative content technologist, are proving that innovation is about reimagining how things get done, not completely starting over. Their teams built a content system that keeps up with hundreds of campaigns, from packaging to 3D visuals. The payoff is simple: more creativity, less chaos.

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AI Is Here. Now What? Lessons from Amazon’s Brand Studio

Jocelyn Chang, creative director of generative AI at Amazon Devices Brand Studio, offered a glimpse into how her team is shaping creative frameworks for the AI era. By combining human instinct with generative tools, they’re learning how to prototype emotion, creating work that connects faster and feels more personal.

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Top Five Generative AI Innovations for Enterprise Teams

To close out MAX, Elliot Sedegah, Adobe’s director of B2B marketing for Firefly, and Joe Karp, director of product marketing for Firefly Services, walked through the latest innovations reshaping how large teams work, from automating repetitive tasks to personalizing content at scale. Their takeaway captured MAX perfectly — creativity evolves when mindset does.

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MAX Sneaks

This year, Emmy-nominated comedian Jessica Williams brought her signature energy to Adobe MAX Sneaks, where the latest experimental breakthroughs from Adobe’s engineers stole the spotlight. From swapping textures in photos and editing light after a shot is captured, to turning static images into 3D scenes or seamlessly erasing objects and their shadows, the demos showed just how far AI is allowing creatives to push their vision. We saw video edits applied across entire clips with a single prompt, illustrations coming to life with automatic animation, and soundtracks that adapt to a video’s mood in seconds. Whether it’s polishing dialogue, reimagining scenes, or exploring new dimensions in design, these inspiring Sneaks gave a glimpse into the creative capabilities that could soon be at everyone’s fingertips. Check out the demos here.

Beyond MAX

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Creativity doesn’t end when the sessions wrap or the lights dim on MAX. The ideas shared this year are only the beginning — and there’s a whole world of insights, stories, and opportunities waiting to be explored. Whether you’re rethinking how your team collaborates, learning to scale with AI, or looking for inspiration from the world’s most innovative brands, Adobe has resources to help you keep the momentum going.