Adobe is making one of its biggest bets on AI-powered creativity. The company announced a major expansion of its creative agent across Firefly and Creative Cloud, introducing AI assistants capable of managing complex, multi-step workflows across applications, including Photoshop, Premiere Pro, Illustrator, InDesign, and Frame.io.
The move positions Adobe’s AI agent as a central layer that connects all stages of the creative process, from brainstorming and content generation to editing and final production. Rather than simply generating images or text, Adobe’s vision is to create an assistant that can understand the creator’s goal and perform a series of actions across multiple devices.
According to Adobe, creators will be able to describe what they want to achieve in natural language while AI handles repetitive tasks behind the scenes. The company says the goal is to let creators spend less time on technical workflows and more time focusing on creative decisions.
Firefly gets creative with new AI-powered creative tools
Adobe is also expanding the capabilities of Firefly, its AI-powered creative platform, with several new tools aimed at creators, marketers, and small businesses.
One of the biggest additions is product kit generation with AI. Users can define their brand style, colors, and identity, and Firefly will automatically generate logos, color palettes, and branding assets that can be reused across projects.
The platform can also create short product videos from still images, automatically organize clips into video clips, generate storyboards with ideas, and convert those storyboards into videos.
Adobe is also previewing a redesigned Firefly creative AI experience that integrates content production and editing into a single workspace. The new transaction introduces “Objects” and “Programs,” allowing creators to save characters, locations, items, and other assets for reuse across multiple projects while maintaining visual consistency.
Enhanced Firefly is currently available in private beta with a waiting list.
AI assistants are coming to Creative Cloud apps
Beyond Firefly, Adobe is embedding AI assistants directly into several Creative Cloud apps.
In Photoshop, users can request actions such as changing the background, resizing assets for different platforms, or editing complex layer structures. Illustrator users can automate repetitive production tasks such as creating multiple design variations, rearranging layers, and checking files for printing problems.
Premiere Pro’s AI assistant focuses on video workflows, helping editors edit video, rename clips, identify interview segments, place markers, and automatically combine bad cuts.
InDesign users can apply brand updates to all layouts, while Frame.io gains AI tools to manage creative assets, track feedback, and schedule project reviews.
Adobe says the expansion reflects how creators are increasingly embracing AI in their workflows. According to a recent survey of creators, 75 percent of creators now consider AI an essential or important part of their work. However, 85 percent also believe that the final creative decisions should remain in the hands of the people.
That philosophy seems to be central to Adobe’s strategy. Instead of replacing creators, the company wants its AI agents to act as creative collaborators handling busy work while leaving artistic judgment to the people behind the projects.
