Adobe Max 2024: All the major announcements around design and AI

Adobe usually makes plenty of big product launches and updates at its annual MAX event, and this year's design conference is no exception. The creative software giant has announced its first generative AI video model, which is already available in Premiere Pro - beating rival offerings like OpenAI's Sora and Google's Veo to the market.

Creative Cloud apps like Photoshop, Illustrator, and InDesign are getting some new features, and the Frame.io cloud collaboration platform has been overhauled with its biggest update since it was launched in 2015, according to Adobe.

We're collecting all the biggest announcements below for you to follow along.

Adobe is kicking off its annual Adobe Max conference today with the launch of new AI-powered features across its Creative Cloud apps. New AI features for Photoshop, like automatic background distraction removal and a more powerful Firefly generative AI model, are the biggest announcements, with Illustrator, InDesign, and Premiere Pro also getting new features that can help to speed up traditionally labor-intensive design tasks.

For example, a new "Distraction Removal" feature has been added to the Remove Tool. Remove already works a bit like Google's Magic Eraser feature on Pixel phones, allowing users to quickly remove unwanted objects from their images by brushing over them. The new Distraction Removal feature, which Adobe teased last year, makes it even more like Magic Eraser by automatically identifying common distractions for you, like people, wires, and cables, and removing them with a single click.

Adobe is making the jump into generative AI video. The company's Firefly Video Model, which has been teased since earlier this year, is launching today across a handful of new tools, including some right inside Premiere Pro that will allow creatives to extend footage and generate video from still images and text prompts.

The first tool - Generative Extend - is launching in beta for Premiere Pro. It can be used to extend the end or beginning of footage that's slightly too short, or make adjustments mid-shot, such as to correct shifting eye-lines or unexpected movement.