Adobe MAX 2025: The Creative Suite gets a major AI boost across products

Adobe MAX often described as the “Comic-Con for creatives” kicked off this week in Los Angeles, bringing with it a flood of new AI updates across Photoshop, Premiere Pro, Illustrator, and Lightroom. This year’s theme was clear: precision, speed, and control for creative professionals who are increasingly relying on AI to keep up with the rising demand for content.

Adobe isn’t introducing AI for the first time — Firefly, the company’s generative engine, has been at the center of its push toward intelligent tools for over a year now. But what stood out this time was how much deeper AI has been woven into Creative Cloud — from single-click masking in video to natural blending in image composites, and even a conversational AI assistant inside Photoshop and Express that you can literally “talk” to.

AI That Understands Context, Not Just Commands

One of the biggest highlights this year is Photoshop’s new Generative Fill upgrade, now powered by multiple AI models including Google’s Gemini 2.5 Flash Image, Black Forest Labs’ FLUX.1 Kontext, and Adobe’s own Firefly models. The update gives users more control over prompts, helping preserve lighting, tone, and perspective even in complex edits.

Then there’s Generative Upscale, which now integrates Topaz Labs’ AI — allowing creators to take low-resolution or cropped assets and upscale them to 4K without losing detail. It’s a huge win for editors who work with legacy media or compressed assets.

A new tool called Harmonize caught quite a bit of attention too — it automatically matches light and color when you composite people or objects into new backgrounds. Essentially, it handles the heavy lifting of blending, leaving creators to fine-tune the art.

On the video side, Premiere Pro is getting a much-needed AI makeover. Features like AI Object Mask and Fast Vector Mask can now automatically detect and isolate moving subjects in a frame — something that would’ve previously required tedious manual rotoscoping. In short, color grading and effects work just got a lot faster.

Firefly Gets Personal

Adobe’s Firefly engine — now a suite in its own right — also got a major upgrade. The new Firefly Image Model 5, available in public beta, can now generate native 4MP images (without the need for post-upscaling) and handle intricate details like lighting, reflections, and anatomy with more realism. It also powers a new “Prompt to Edit” feature — type what you want to change in an image, and it does the rest.For professionals or brands looking to maintain a consistent visual language, Adobe is also rolling out Firefly Custom Models. Think of it as training your own AI model, in your style. Just drag and drop reference images, and it learns from them — privately and securely. This feature is currently in private beta, but it’s shaping up to be one of the most powerful tools for creative teams who produce content at scale.

The Assistant Era

Another interesting addition is Adobe’s move into “agentic AI.” Inside Photoshop (on the web), there’s now an AI Assistant that behaves more like a creative partner. You can ask it to perform tasks (“adjust lighting,” “make this look cinematic”), or even get real-time tutorials while you work. The assistant can be toggled off at any time if you’d rather tweak settings manually — a nod to those who prefer control over automation.

Firefly Boards and Bulk Editing

Adobe is also expanding its collaborative side with Firefly Boards — a shared space where teams can ideate visually. The new update lets you rotate objects in 3D, bulk-download assets, and even export as PDFs — all within the same board. And for those managing massive content pipelines, Firefly Creative Production allows batch editing of thousands of images at once — from background replacements to color grading — through a no-code interface.

Available Now (and What’s Coming)

A number of these features — like Generative Fill, Harmonize, and Generative Upscale — are available in Photoshop today. Premiere’s AI Object Mask and new masking tools are in public beta, as is Lightroom’s Assisted Culling, which automatically helps pick your best shots from a batch.

Firefly’s new Image Model 5 and Prompt to Edit are open to all users, while Custom Models and Creative Production are rolling out in private beta next month. Through December 1, Creative Cloud Pro and Firefly plan subscribers can enjoy unlimited image and video generations across all models.

The Bigger Picture

This year’s MAX made one thing clear Adobe is betting on AI not as a gimmick, but as an extension of the creative process. The tools on display weren’t about replacing professionals, but helping them move faster, maintain creative control, and scale their work.