“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
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2023. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.