“Creativity is innately human” says Adobe exec, explaining how AI can empower creatives of all levels

Adobe Max 2023 creativity
(Image credit: Future)

I was at Adobe Max this year, where the focus was on the total Firefly rollout across the Creative Cloud suite, and how this can enable creatives to keep up with the demand the digital economy has for new content. With Illustrator, Premiere Pro and Express gaining varying AI tools, the mood was jubilant – but creatives are, understandably, unsettled by the implications of generative AI. Adobe, though, is on a mission to "empower creatives".

After the keynote, I sat down with Deepa Subramaniam, VP of Creative Cloud Product Marketing at Adobe to discuss all things AI. We talked about Adobe's confident approach to the game-changing innovation, the impact on creatives and creative work, and how AI isn't new for Adobe. 

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.