Miami’s hotspot: Adobe MAX 2024 introduced text-to-video AI generation to its Adobe Creative Cloud offer

First hosted in 2003, Adobe MAX has now, for over two decades, been a top spot for creatives to deep dive into the newest Adobe developments, and 2024’s event was no different. Rolling out some fresh updates that promise to reshape creative workflows, the event included the standout announcement that Firefly, Adobe’s generative AI technology, now includes powerful new video capabilities.

From Text to Video and Image to Video, Firefly opens up a new way to create visual stories with just a few simple prompts –  transforming ideas into stunning video clips for pitching ideas, b-roll, visual effects, and much more in record time. Similarly, Adobe introduced Generative Extend in Premiere Pro, demonstrating how adding frames, lengthen ambient audio, and eliminate awkward cuts can now be as intuitive as a drag-and-drop. 

Adobe MAX 2024 also highlighted the importance of ethical AI, emphasising its responsible use of the technology in Firefly’s training models – only ever using exclusively licensed content to ensure both commercial safety and ethical integrity. The event platformed this commitment to transparency, showcasing how Adobe’s Content Credentials can authenticate creative work with the trust that today’s creatives rightly demand.

Beyond the in-person experience, Adobe MAX 2024 also offered a robust online version for those unable to attend in Miami. With virtual passes and live streams, anyone around the globe could tap into the event’s creative resources. From talks and panels to hands-on sessions, Adobe MAX online ensured that the spirit of collaboration and learning extended beyond Miami’s sunny beaches – offering industry insights whilst keeping the creative community connected. 

Another major event highlight was Adobe’s celebration of creativity across all disciplines. In addition to software updates, Adobe MAX 2024 hosted a series of talks and presentations featuring some of the industry’s biggest names. Actor Awkwafina and designer Anthony Burrill, alongside nearly 100 other creatives, led discussions on everything from graphic design and AI tools to illustration and motion graphics, offering insights into their unique processes. The event’s wide-ranging programme ensured there was something for everyone, whether you were a seasoned professional or just starting out.

For others, Adobe Illustrator and Adobe Photoshop received significant updates, including a Generative Workspace and new shape-fill options allowing greater creative control. The additions streamline design workflows, letting creators spend more time on ideation and less on routine tasks. Meanwhile, more photography-inclined creatives welcomed new Adobe Lightroom enhancements, such as seamless integration with Frame.io, which now brings the entire journey from capture to sharing into a single ecosystem.

The event culminated with Adobe MAX’s awards ceremony, recognising standout contributions from artists, designers, and creative professionals across multiple disciplines. These awards not only spotlighted individual achievements but also embodied creativity and technology combined, encapsulating what Adobe MAX has sought to represent.