‘It's like magic and everything just works’: We spoke to Adobe’s AI maestro to find out what’s new with Firefly and how it levels up creativity for all

There was no getting away from Firefly at this year’s Adobe Max London. Already infused across the Creative Cloud suite, the AI image and video generator has been massively upgraded with new tools and features.

Ahead of the events, we sat down with Alexandru Costin, Vice President, Generative AI and Sensei at Adobe, to explore what’s new with Firefly, why stories matter when using the best AI tools, and how professionals can use it to enhance creativity across the board.

• What can users expect from AI at Adobe Max?

At Max, we have the next generation of our image model, two versions of it. We have a vector model, we have the video model. So, a lot of progress on the model from Adobe, commercially safe, high quality, amazing human rendering. A lot of control and a great style engine, et cetera. We are ...