Adobe MAX 2025 is underway in LA, and the creative tech giant has announced a slew of new features coming to its software. There's prompt-based image editing in the AI image generator Firefly with Image Model 5, AI upscaling from Topaz Labs in Photoshop, and Premiere gets a new Object Mask for video editing. Adobe's also announced the launch of customisable Firefly AI models for brands and artists.
But perhaps the biggest game changer isn't any single new tool but a transformation in how we see creative software and how we interact with it. Adobe's already been building tutorials into its software and adding features like the Contextual Task Bar in Photoshop to put frequent tasks in easy reach. Adobe MAX 2025 saw it reveal the next step: in-app AI assistants that will be able to not only follow instructions but also make suggestions and even review your designs.
