Each year, professionals from a variety of creative occupations – designers, illustrators, photographers, content creators, videographers, and more – come together to share their skills and experience the latest in creative technology at Adobe MAX. It’s an exciting opportunity to learn how creative tools are changing with new advances in technology, especially with the industry’s current push toward generative AI.
NVIDIA, an industry leader whose GeForce RTX GPUs power the latest Adobe AI features, participated in the conference this year with a unique twist — a concert and festival-inspired booth. The tech giant invited conference attendees to “make their mark” at the event by collaborating in a video jam.
Each creator who came to the booth had the opportunity to customize a frame or clip using Adobe Premiere and Adobe Photoshop using an NVIDIA GeForce RTX equipped PC.
The crowdsourced video jam was professionally produced and featured an original audio track created by NVIDIA’s video team and sound experts, including singer and musician Jordan Sommerlad, resulting in a one-of-a-kind, crowdsourced music video.
Dynamic video editing powered by GeForce RTX GPUs
NVIDIA’s video jam was made possible with the support of GeForce RTX GPUs based on the groundbreaking NVIDIA Blackwell architecture, which excel in video editing workflows. GeForce RTX 50 Series GPUs are powered by a 9th-gen NVIDIA Encoder (NVENC) — a powerful, dedicated hardware encoder, which offloads the video encoding process from the computer’s CPU to the GPU for better efficiency.
Along with the 9th-gen NVENCs, the GeForce RTX 50 Series GPUs are bolstered with 5th-gen AI Tensor Cores. These Tensor Cores are special hardware units that accelerate operations fundamental to deep learning and high-performance computing. Together, the two allow GeForce RTX 50 Series-equipped PCs to offer top-tier performance in hardware-intensive applications like Adobe Premiere and Adobe After Effects.
Running complex effects is a walk in the park with GeForce RTX 50 Series GPUs, which also support 4:2:2 decoding in Adobe Premiere. This specific decoding support allows you to capture more information in your creative projects, giving you more options for your creative efforts with features like color grading.
That’s a lot of technical details, but what it means for creatives is that the result of all this industry-leading GPU acceleration is smoother video playback, faster real-time editing operations, and faster export times. In fact, GeForce RTX 50 Series GPUs can lead to 7.8x faster production when running Enhance Speech tools on a GeForce RTX 5090 laptop versus the same task on the Apple M4 Max.
Graphic designers and photographers: Meet AI acceleration
NVIDIA RTX AI PCs aren’t just limited to supporting generative AI while improving workflows for video production and editing. Creators using Adobe Photoshop, Adobe Illustrator, and other Adobe apps will also see a significant performance improvement when using tools that benefit from AI and GPU-accelerated effects.
Take, for example, Adobe Photoshop Super Resolution. This useful tool is an AI-powered feature that can effectively double the horizontal and vertical resolution of an image. It’s an intensive generative AI function, but NVIDIA GeForce RTX 5090s are capable of running the tool up to 43% faster than the Apple M4 Max. Likewise, Adobe Photoshop Object Select, a tool that lets you harness the power of AI to accurately and quickly select specific objects or regions in a photograph, runs up to 18% faster on a laptop powered by a GeForce RTX 5090 Laptop GPU.
While Macs have historically been popular in creative spaces, GeForce RTX GPUs are miles ahead of what Mac systems offer creatives, thanks to improved support for generative AI workflows. When paired with the most popular generative AI models like Stable Diffusion 3.5 and FLUX Kontext dev, GeForce RTX GPUs are up to 17 times faster than the competition.
Advancing technology while holding space for content authenticity
PCs powered by GeForce RTX GPUs are the way forward for creatives who utilize technology to produce their craft.
NVIDIA’s push toward stable, high-performing generative AI comes alongside the company’s commitment and role with the Content Authenticity Initiative. While generative AI can open up doorways for creatives to improve workflow and unleash creativity, it remains important for leaders in the AI industry to help restore and maintain trust and transparency in today’s media.
The Content Authenticity Initiative helps provide open-source tools that embed tamper-proof content credentials into the metadata of work that has been manipulated with generative AI. This ensures that end-users know how and when the content they’re interacting with has been edited with AI.
Step into NVIDIA Studio for yourself
NVIDIA Studio brings together a powerful suite of tools designed to supercharge creative workflows while extracting maximum performance from RTX hardware. RTX optimizations unlock higher performance in more than 135 creative apps, while also offering exclusive features like NVIDIA Broadcast, RTX Video, and DLSS support.
NVIDIA Drivers also provide more stability, and the entire system is engineered from the ground up to ensure that your content creation experience is the best it possibly can be. Visit the NVIDIA Studio page to learn more.
