Adobe Max London Sees Launch Of A Slew Of New Creative Cloud Upgrades And Features (2025)

Today sees Adobe Max London taking place at Magazine London where users and developers all meet up to discuss everything Adobe and find out what’s new from one of the world’s biggest names in creative software.

Adobe has used Max London to announce its latest Firefly app which combines the company’s commercially safe Firefly models as well as offering its customers a choice of also using models from third parties like Google and OpenAI. This lets creators generate, create and produce images, videos, audio, vectors and designs with a wider range of AI models.

Adobe’s new commercially safe and production-ready generative AI models include the hyper-realistic Firefly Image Model 4. This latest version offers exceptional detail along with the Firefly Video Model which brings lots of pro-level creative control. Firefly now includes the all-new Firefly Boards in public beta so creators can now collaborate with an AI-first surface for mood boarding and exploring creative concepts.

Creative Cloud

Adobe Max London also sees Photoshop launching Firefly-powered AI features like Composition Reference in Text to Image. This new feature unlocks controls for getting creative by generating assets with the same structure and visual arrangement as a reference image. Also new is Select Details, which makes it faster and more intuitive to select things like hair, facial features and clothing.

Adjust Colors is another new Photoshop feature that makes the process of adjusting color, hue, saturation and lightness in images easier and seamless, with instant color adjustments. There is also a reimagined Actions panel in beta which provides suggestions for smarter workflows.

Adobe Express is also getting upgrades with the addition of advanced video, animation and on-brand tools that let creators do more with their designs, illustrations and footage. These tools include Clip Maker which can instantly convert long video footage into social-length clips.

Dynamic Animation in Express can animate still images with a single click, while Enhance Speech can remove distracting background noise for a more polished and professional quality sound. Generate Video uses text and image prompts to generate custom and commercially safe b-roll or background footage.

Generate Similar

Generate Similar is another new feature and it can instantly generate plenty of variations of a reference image. Adobe says the new features can help creative professionals work quickly across new mediums to extend the reach and impact of their content. It also makes things easier for small business owners, teachers, marketers and others who want to boost the quality and impact of their social, digital and marketing posts.

The latest Adobe Illustrator is also getting upgrades that deliver new AI-generation tools along with speedier performance. Firefly-powered Generative Shape Fill and Text to Pattern can help designers jumpstart their design process and customize concepts in their style. Adobe says the Menu access is now more responsive, so designers can start their projects more quickly and can complete tasks up to five times faster.

InDesign doesn’t get overlooked either and has been upgraded to deliver new Firefly-powered image generation along with productivity tools. Generative Fill (beta) transforms vector graphics into artwork from simple text prompts. Creators can convert PDFs into editable InDesign files. Math Expressions let creators place complex mathematical notations directly into layouts.

Lightroom Upgrades

Lightroom has some new tools for editing and sharing photos on both desktop and in the mobile app. All-new Select Landscape in Lightroom and Lightroom Classic automatically detects and creates masks for common landscape elements like water, plants, sky and more. Additionally, Lightroom Mobile and Web have new sharing capabilities. Upgrades to Quick Actions also make it simple to retouch group photos with precision and control.

Adobe’s Premiere Pro video app now has new tools for generating, editing and searching footage at high speed. Firefly-powered Generative Extend is now generally available and production ready with support for 4K and vertical video. The Media Intelligence feature helps editors find relevant clips by searching terabytes of footage in seconds. Meanwhile, Caption Translation can instantly localize captions in 27 languages.

Upgrades also come to Adobe Fresco with a new “created without generative AI tag” which can be included in an image’s Content Credentials to protect an author’s rights. Fresco also can link exports directly to social media accounts.

Finally, Adobe is launching the Adobe Content Authenticity app (public beta) which offers a free tool to let creators choose which information is attached to their work via Content Credentials. It includes verified identity (powered by Verified on LinkedIn) and social media accounts. Creators can include a tag in their Content Credentials to state they don’t want generative AI models to train on their work.

You can find out more about Adobe software and the Adobe Max London event here.