While announcing a host of AI products, Adobe CEO Shantanu Narayen Adobe emphasised that the company's latest advancements aim to enhance, rather than replace, human creativity.
Speaking to a packed audience at the inaugural day of the Adobe Summit 2025 in Las Vegas, USA, Narayen said, "Creativity is a uniquely human trait, and AI has the power to assist and amplify human ingenuity to enhance productivity.”
At the center of this vision is Adobe's Firefly generative AI model, now expanded to include video and voice generation.
"The Firefly Video model, now in public beta, is the first AI-powered video generation tool that is IP-friendly and commercially safe," he said.
"We train our Firefly models on licensed, high-quality data assets to ensure commercial safety," Narayen added.
Adobe is also working to integrate AI into marketing and content workflows. Narayen introduced Adobe GenStudio, a comprehensive platform designed to unify creativity, asset management, workflow, and activation.
"Our goal is to help businesses create and deliver personalised content at scale across multiple channels—from social media and mobile apps to email and advertising," he said.
The platform is designed ensure that brands can connect with audiences in more meaningful ways.
Another major highlight of the event was Adobe’s expansion of AI-powered document management.
The company unveiled the AI Assistant for Adobe Acrobat and Reader, allowing users to interact dynamically with PDFs.
"This innovation shifts documents from static files to interactive conversations," Narayen said, explaining that users can now extract insights, generate summaries, and create presentations directly from their PDFs.
The company is also collaborating with tech giants like Amazon, Google, and Microsoft to responsibly expand AI capabilities.
Disclaimer: The author is at Las Vegas at the invitation of Adobe
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