Miami’s hotspot: Adobe MAX 2024 introduced text-to-video AI generation to its Adobe Creative Cloud offer

Another major event highlight was Adobe’s celebration of creativity across all disciplines. In addition to software updates, Adobe MAX 2024 hosted a series of talks and presentations featuring some of the industry’s biggest names. Actor Awkwafina and designer Anthony Burrill, alongside nearly 100 other creatives, led discussions on everything from graphic design and AI tools to illustration and motion graphics, offering insights into their unique processes. The event’s wide-ranging programme ensured there was something for everyone, whether you were a seasoned professional or just starting out.

For others, Adobe Illustrator and Adobe Photoshop received significant updates, including a Generative Workspace and new shape-fill options allowing greater creative control. The additions streamline design workflows, letting creators spend more time on ideation and less on routine tasks. Meanwhile, more photography-inclined creatives welcomed new Adobe Lightroom enhancements, such as seamless integration with Frame.io, which now brings the entire journey from capture to sharing into a single ecosystem.

The event culminated with Adobe MAX’s awards ceremony, recognising standout contributions from artists, designers, and creative professionals across multiple disciplines. These awards not only spotlighted individual achievements but also embodied creativity and technology combined, encapsulating what Adobe MAX has sought to represent.