Adobe has been rolling out masses of AI-powered features in programs like Photoshop and Premiere Pro over the past couple of years, but the news at the Adobe MAX 2025 conference in LA today goes beyond just more of the same. The software giant is moving beyond the one-size-fits-all approach to generative AI and putting personalisation at the heart of its approach.
It's launching the options of custom AI models for both brands and individual creators, and it's adding agentic AI assistants that can read users' social media and propose ideas for things to post. Put together, the changes are geared towards creating a much more versatile and tailored ecosystem of creative software (see the current Adobe software list).
