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Adobe MAX: The Future is AI
Junior Developer Thomas Deveney recaps on the recent Design team outing to Adobe Max London, In which provided numerous updates to the Adobe Suite and insightful sessions largely centred around AI.
20/05/2025
Adobes MAX London
Earlier on in the week the Square in the Air Design team switched up from their day-to-day and visited Adobe MAX in Battersea, a convention put on by Adobe to provide insight on recent updates as well as to educate attendees on new developments through sessions put on throughout the day. Artificial Intelligence (AI) was the main theme of this year’s Adobe MAX event, showcasing their new futuristic features across a range of their products. In the past year, the introduction of AI has accelerated tremendously.
A study showed that 56% of businesses are now using AI to improve and perfect business operations. AI is being used all around us without us even knowing, whether it be generated text from pioneering softwares like ChatGPT or AI 3D modelling in adverts for clothing brands, the explosion of AI in recent times has assisted people to drive workflow and increase efficiency. This was prevalent in the opening keynote hosted by Ashley Still and multiple Adobe creatives. Some of the new features being integrated into existing apps like Photoshop, Illustrator and Express were entirely AI driven. Tasks which used to take a chunk of time, are now complete with just the click of a button. Allowing AI to assist you with time consuming tasks can let you to focus on more important aspects of work which helps drive quality and creativity.
Adobe Firefly
The majority of the day at Adobe MAX was centred around one new piece of software - Adobe Firefly. Firefly is a brand-new software in which users can insert a prompt and within moments an AI generated graphic appears, allowing for a variety of customisation options. Some of the results were truly mind-blowing and was a major indication of how far we have come in such a short space of time since AI has been introduced. You can create a vast variety of graphics ranging from artwork, to realistic ‘real life’ images with the results being ridiculously accurate. It provides an innovative alternative to services like Adobe Stock that can only be beneficial if the ‘perfect’ photography already exists which might then be copyrighted or behind a paywall.
On the flip side, the software is in its infantry period and due to it being introduced recently, understanding how to prompt a correct response has proved challenging for some. It will take time to perfect how we interact with AI technologies like Adobe Firefly, but once we overcome the initial confusion, it can only be a positive to drive efficiency in creating pieces of work to stand above the competition.
Below is an example of a how Adobe Firefly generates an Image depending on the prompt.
The fears of AI
It’s fair to say majority of the population have had a ‘knee-jerk’ reaction to the expansion of AI and in some instances, people are fearful of losing their roles within the workplace. A quote that came from one of the sessions during Adobe MAX stated, ‘AI won’t take your job, its somebody using AI that will’. Fearing the recent advancements in technology can only be a hinderance to progression and moving with the times is vital. Ultimately, AI is a product for creativity which is only limited by the person using it.
In a talk about creative AI, Perry Nightingale from WPP, the world’s largest advertising company said, ‘Todays AI is only based on what it knows, it feels nothing’. Over the coming years understanding how we interact with AI will play a pivotal role within the work we create. Allowing our personal creativity to drive AI to produce content from software such as Firefly will let us express and create something we perhaps might not have been able to previously. An example of this was during a session with Iona Waters and Dentsu CTO James Thomas who said, ‘If everyone used the same prompts, we would all get the same results – it’s how you utilise AI which can make you stand out from the competition.’
Spot – The Dancing Robot Dog
During a presentation hosted by Perry Nightingale, we were introduced to a slightly uncommon canine that went by the name of ‘Spot’. Spot is a Robot Dog which assists WPP in research and development for creative AI. During Perry’s talk around the advancements of creative AI we were shown Spot’s dancing capabilities which went down a treat with the audience!
Adobes MAX London
Earlier on in the week the Square in the Air Design team switched up from their day-to-day and visited Adobe MAX in Battersea, a convention put on by Adobe to provide insight on recent updates as well as to educate attendees on new developments through sessions put on throughout the day. Artificial Intelligence (AI) was the main theme of this year’s Adobe MAX event, showcasing their new futuristic features across a range of their products. In the past year, the introduction of AI has accelerated tremendously.
A study showed that 56% of businesses are now using AI to improve and perfect business operations. AI is being used all around us without us even knowing, whether it be generated text from pioneering softwares like ChatGPT or AI 3D modelling in adverts for clothing brands, the explosion of AI in recent times has assisted people to drive workflow and increase efficiency. This was prevalent in the opening keynote hosted by Ashley Still and multiple Adobe creatives. Some of the new features being integrated into existing apps like Photoshop, Illustrator and Express were entirely AI driven. Tasks which used to take a chunk of time, are now complete with just the click of a button. Allowing AI to assist you with time consuming tasks can let you to focus on more important aspects of work which helps drive quality and creativity.
The fears of AI
It’s fair to say majority of the population have had a ‘knee-jerk’ reaction to the expansion of AI and in some instances, people are fearful of losing their roles within the workplace. A quote that came from one of the sessions during Adobe MAX stated, ‘AI won’t take your job, its somebody using AI that will’. Fearing the recent advancements in technology can only be a hinderance to progression and moving with the times is vital. Ultimately, AI is a product for creativity which is only limited by the person using it.
In a talk about creative AI, Perry Nightingale from WPP, the world’s largest advertising company said, ‘Todays AI is only based on what it knows, it feels nothing’. Over the coming years understanding how we interact with AI will play a pivotal role within the work we create. Allowing our personal creativity to drive AI to produce content from software such as Firefly will let us express and create something we perhaps might not have been able to previously. An example of this was during a session with Iona Waters and Dentsu CTO James Thomas who said, ‘If everyone used the same prompts, we would all get the same results – it’s how you utilise AI which can make you stand out from the competition.’
Adobe Firefly
The majority of the day at Adobe MAX was centred around one new piece of software - Adobe Firefly. Firefly is a brand-new software in which users can insert a prompt and within moments an AI generated graphic appears, allowing for a variety of customisation options. Some of the results were truly mind-blowing and was a major indication of how far we have come in such a short space of time since AI has been introduced. You can create a vast variety of graphics ranging from artwork, to realistic ‘real life’ images with the results being ridiculously accurate. It provides an innovative alternative to services like Adobe Stock that can only be beneficial if the ‘perfect’ photography already exists which might then be copyrighted or behind a paywall.
On the flip side, the software is in its infantry period and due to it being introduced recently, understanding how to prompt a correct response has proved challenging for some. It will take time to perfect how we interact with AI technologies like Adobe Firefly, but once we overcome the initial confusion, it can only be a positive to drive efficiency in creating pieces of work to stand above the competition.
Below is an example of a how Adobe Firefly generates an Image depending on the prompt.
Spot – The Dancing Robot Dog
During a presentation hosted by Perry Nightingale, we were introduced to a slightly uncommon canine that went by the name of ‘Spot’. Spot is a Robot Dog which assists WPP in research and development for creative AI. During Perry’s talk around the advancements of creative AI we were shown Spot’s dancing capabilities which went down a treat with the audience!
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