"Let the robots do the work" – Adobe is unapologetically all-in on AI

tiger in vector
(Image credit: Future)

"Let the robots do the work“ was the repeated refrain at Adobe Max this year – a phrase that succinctly and enthusiastically demonstrates how Adobe feels about AI, and how it can help you. The software company has a laser sharp focus on expanding its Firefly capability across the whole Creative Cloud suite, and it is unapologetic about the benefits it feels the technology will bring to creativity. 

I attended the MAX conference last week when Adobe unveiled new tools for Illustrator, Express and Premiere Pro in particular, and it was a slightly surreal experience at times. It was technologically impressive, of course, but at key moments the whoops and cheers in the room were at odds with the unfolding response to some of the announcements on X (Twitter). 

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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.