Adobe MAX is in full swing, and after this morning's keynote, I'm left feeling pleasantly surprised. I initially arrived with slight apprehension, expecting to leave fatigued and underwhelmed by the grand kickoff, especially regarding Adobe's ever-divisive AI developments. Instead, I must confess, I'm cautiously hopeful.
It's no secret Adobe is going full send on AI, after a full fleet of AI partnerships and Firefly taking centre stage, blossoming into a full-fledged creative studio. It could all start to feel a little existential, but beaming under the stage lights, future Adobe CEO Anil Chakravarthy assures me, "Adobe will meet you where you are”. And I start to believe him.
AI has persisted as a divisive topic among creatives, but Adobe has shown a refreshing self-awareness around the tension. Emerging on stage, vice president Deepa Subramaniam wastes no time addressing that "things feel uncertain” in the wake of AI.
Assurances of “reliability” and “safety” are thrown around, honing in on Adobe's legacy as a brand shaped and "built by creatives that care about the craft”. She assures the sceptics among the crowd (myself included) that for Adobe, "Creativity isn’t a side project; it’s a way of life,” and to my surprise, the typically eye-roll-worthy sentiment soothes me. At its core, it seems Adobe hasn't forgotten about the creatives that shaped its brand.
Deepa raises some valid points. In an increasingly content-driven world, more is asked of us. The humble graphic designer is now expected to be a web designer, motion designer, and social media maverick all in one – something that Adobe's “rich learning ecosystem” can solve, according to Deepa. Creatives are trapped in a battle with waning time and resources, with demand for content ever increasing. If handled correctly, time-saving AI could offer the respite we need, but it raises a moral dilemma. Where do we stop?
For more Adobe news, check out why Adobe's Google partnership hints at a radically different future for Photoshop or take a look at the new AI features coming to Photoshop.
