Adobe MAX 2025: Firefly 4 Ignites Generative Video, Personalized AI, and Fully Collaborative 3D Workflows

Adobe MAX 2025 has concluded, and the message is unmistakable: the future of creativity is deeply and inextricably linked with artificial intelligence. This year's keynote was dominated by the unveiling of Firefly 4, the next generation of Adobe's creative AI model, which now expands far beyond static images and into complex video, 3D, and personalized workflows.

​The biggest breakthrough is the full integration of generative AI into Adobe's video suite. Premiere Pro and After Effects now feature a powerful "Generative B-roll" tool, allowing editors to create and insert context-aware video clips from simple text prompts. Adobe also previewed "Project Resound," a new AI audio engine that can clean dialogue, generate realistic voice-overs, and even perform AI-powered dubbing while matching the original speaker's tone.

​For designers and enterprises, Firefly 4 introduces "Custom Models." This groundbreaking feature allows creatives to train a private version of the AI on their own specific art style, brand guidelines, or product library. This ensures that all generated assets are instantly on-brand, solving a major hurdle for professional AI adoption.

​Finally, AI is making a major leap into 3D. The Substance 3D suite now includes a "Text-to-Material" generator, creating photorealistic, complex materials from a single line of text. This is paired with a new generative AI capability in Photoshop's 3D module, allowing users to modify or create new 3D models using text commands, further bridging the gap between 2D and 3D design.

​Expanding on the theme of workflow integration, Adobe introduced a new "Project Co-Pilot." This is a generative AI assistant embedded across the entire Creative Cloud suite. It understands natural language project briefs, can automatically source and suggest relevant assets from Adobe Stock, track version history, and even automate the creation of marketing campaign variants for different social media platforms, acting as a true AI production assistant.

​Furthermore, Adobe turned its AI focus to the web and user experience design. Adobe XD (and integrations with other tools) now features "AI Design Assist," a system that can generate multiple interactive prototype variations from a single static wireframe or even a hand-drawn sketch. This AI also powers a new automated Accessibility Checker, which scans designs to identify and suggest fixes for color contrast, font legibility, and navigation flow, ensuring designs are compliant and usable for all.

​Coupled with enhancements to "Generative Fill" in Photoshop and new generative vector tools in Illustrator, Adobe MAX 2025 has solidified that AI is no longer just a tool, but the new foundation for the entire Creative Cloud.