13 memorable moments from Adobe MAX 2025
This year’s Adobe MAX in Los Angeles brought together artists, designers, creators, photographers, filmmakers and marketers from around the world. From jaw-dropping product reveals to live demos that redefined the limits of what’s possible, MAX 2025 proved once again why it’s the ultimate celebration of creativity, innovation and technology.
- Global creators gathered at Adobe MAX 2025 in Los Angeles, the world's largest creativity conference.
Approximately 11,000 creators from around the globe gathered at Adobe MAX 2025 to explore the future of creativity and innovation.
- Adobe CEO Shantanu Narayen kicked off MAX 2025
Adobe CEO Shantanu Narayen opened MAX 2025 with a powerful message celebrating creativity as a universal force.
- Adobe Firefly empowers creators with groundbreaking tools in all-in-one creative studio
Adobe delivered groundbreaking innovation to Adobe Firefly, the all-in-one creative AI studio with the industry’s top AI models and the best tools for video, audio, imaging and design. Firefly’s new, studio-quality audio and video tools include Generate Soundtrack for creating fully licensed audio tracks, Generate Speech for crystal clear voiceovers and a new timeline-based AI video editor. Firefly brings creators the top AI models in one place, at one price — including the new Firefly Image Model 5 for photorealism and prompt-based editing; new partner models from ElevenLabs, Google and Topaz Labs; and new Firefly Custom Models that generate in creators’ own personal style.
- Adobe introduced AI Assistants across Express, Firefly and Photoshop
Adobe showcased innovative conversational AI assistants, driven by agentic AI, designed to help anyone bring their ideas to life by simply describing what they envision or the look and feel they want to achieve. AI Assistant in Adobe Express, now in public beta, empowers people of every skill level to create polished, beyond-the-template content that reflects their unique brand or style — simply by describing what they want.
- MAX attendees were the first to experience the new AI Assistant in Express
The new AI Assistant in Adobe Express makes creativity accessible to everyone. By combining easy-to-use tools, Adobe’s creative and content intelligence, and conversational editing, AI Assistant makes it simple to move from concept to content in minutes. At Cafe Express-o inside Creative Park, attendees used the new conversational interface in AI Assistant to create custom stickers by simply describing what they wanted.
- Adobe and YouTube partnered to give creators pro-level mobile editing to create amazing YouTube Shorts
Ely Greenfield, Adobe chief technology officer and SVP, shared the stage with Scott Silver, vice president of engineering at YouTube, to announce a partnership that will empower creators with the tools to make stand out YouTube Shorts directly in Adobe Premiere mobile.
- Adobe and Google Cloud expanded partnership to deliver next gen of AI-powered creative technologies
Eli Collins, vice president of Google DeepMind, joined David Wadhwani, president, Digital Media at Adobe, on stage to announce a transformative partnership between Adobe and Google Cloud to advance the future of creative AI. Adobe customers will gain access to Google’s most advanced AI models — including Gemini, Veo and Imagen — in Adobe’s apps to produce high-impact content with precision. In addition, Adobe’s enterprise customers will be able to use Google’s AI models to apply their proprietary data for customization through Adobe Firefly Foundry.
- Local artists revealed the “Forever LA” mural series to celebrate the resilience of Los Angeles communities.
In response to the devastating wildfires that swept through East Los Angeles and West Los Angeles earlier this year, Adobe donated to wildfire relief and partnered with three local artists to create “Forever LA” — a mural series in Santa Monica and Pasadena that celebrates the resilience, color, and character of LA’s communities.
- Filmmaker James Gunn shared his origin story.
Co-Chairman & CEO of DC Studios James Gunn spoke with Adobe’s Jason Levine, principal director of Creative Cloud evangelism, about the award-winning filmmaker’s artistic origins and creative philosophy.
- YouTuber Mark Rober broke down the science of creating “visceral” videos.
Former NASA engineer and YouTube star, Mark Rober began his Day 2 presentation with an onstage science experiment before sharing how he uses Adobe’s tools to bring his passion for science to life through visceral videos that speak to audiences’ emotions.
- Cookies! Adobe and the Girl Scouts of the USA partnered to make creativity accessible through the Adobe Digital Academy.
Attendees were surprised with a sweet treat, courtesy of the Girl Scouts of the USA, to celebrate Adobe’s national sponsorship of the 2026 Cookie Season.
- Colin & Samir brought creator support to the floor of Creative Park.
YouTube creators and founders of The Publish Press Colin and Samir hosted a live session of “Creator Support” where they fielded questions and crowd-sourced advice to the creator community.
- Attendees got a glimpse into the future of creativity at this year’s Sneaks.
Emmy- and Critics Choice-nominated comedian, writer, and actress Jessica Williams brought the energy, humor, and inspiration to match the innovation on display at this year’s Sneaks, when Adobe researchers, scientists and designers showcase what’s coming out of Adobe’s labs.
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November 10-12, 2026 Conference | Miami Beach and online