Welcome everyone to Adobe MAX. I am Yoko Nakai, President and Representative Director of Adobe Inc. First of all, thank you for always using Adobe products. I would like to express my gratitude again to the creators of Japan. Actually, this year's MAX Japan tickets sold out a month in advance, which is a first for MAX Japan. I think this reflects the unprecedented excitement about the possibilities and future of creativity, as well as everyone's curiosity and expectations. Today, to respond to the passionate feelings of everyone in Japan and to talk about possibilities and the future, our global COO, Shantanu Narayen, has rushed to this venue. This is also a first for MAX Japan. The theme of this year's MAX Japan is 'Create Magic'. The magic is not made by Adobe. The stars of MAX Japan are all of you, the creators. Please spend the day exchanging ideas, learning from each other, and inspiring one another. Now, let's get the show started. First, let's welcome Adobe CEO, Shantanu Narayen. Please welcome Shantanu.
Thank you, Nakai-san. Good morning, everyone. It is a pleasure to see you all again in Tokyo. Japan is a very important market for Adobe. I am excited to spend time with you. Thank you for coming today, and thank you to the partner team for creating this wonderful event. We have been in Japan for over 30 years, and we are constantly inspired by Japan. The first product I worked on when I joined Adobe was a product called 'Bota', which was InDesign for the Japanese market. It is an honor that InDesign is used by all major publishing and printing companies in Japan. I am truly proud of the wonderful innovations we have delivered to Japan and our collaboration with partners. We have customized Adobe Express for the Japanese market, and we are very happy to see your creative use of it. The optimization of Illustrator and InDesign text engines reflects the needs of our Japanese customers. It is very pleasing that Illustrator has become the number one creative application used in Japan. Adobe Firefly AI features have been integrated into Photoshop, Generative Fill, and other features. It was actually used for the opening poster of Kumamoto Airport, and I was very happy to see that. We also announced the expansion of Premiere Pro's title features to meet the needs of video in Japan. Adobe Document Cloud is registered in the security evaluation system for Japan's government information systems, further increasing trust in digital documents. We are also leveling up collaboration with important partners like Morisawa for fonts. We are also working with NTT to make generative AI usable in government, and we announced a partnership for government customers. I think this is all thanks to the wonderful community and the many events we have had. We always appreciate your feedback and opinions, which help us make Adobe better. Now, 2024 will be remembered as the year creativity changed forever. Over the past 12 months, the pace and volume of AI innovation have exploded, changing daily life. Everyone, from students to creatives, communicators to marketers, and entrepreneurs to professionals, is now working with AI. This is both amazing and a little scary. My vision is to work closely with everyone to achieve this. Since its founding, Adobe has always focused on liberating art through technology, with the creator at the center. Today, we are making creative ideas accessible to everyone across all media and materials. We support desktop, browser, and mobile devices. We are advancing creative expression and innovating AI usage. I am excited to provide even more magic. Today, we are announcing a new Firefly application globally. We see this as the starting point for ideation and creation. In addition to amazing images and vectors, you will now be able to create videos and audio in one place. With native integration with Creative Cloud, you can seamlessly move from ideation to production. We are providing the power and precision that only Adobe can offer. The Adobe Firefly video model is also being released in public beta worldwide. This is the only AI video model that is commercially safe. It is a video model that brands and creative professionals can confidently create and use with content they are prepared to produce. Content creation is also exploding in the enterprise. So we are helping marketers and assisting with content performance and personalization. We have also created a category for digital marketing, covering the entire lifecycle of content: creation, production, workflow planning, asset management, delivery, and activation. We are also introducing reporting, insights, and workflow tools for designers, marketers, creatives, advertising agencies, and large enterprises. With Adobe GenStudio, you can quickly integrate creative expression into business activities. From small businesses to large enterprise marketing departments, we are accelerating speed and effectiveness for all teams, enabling rich, real-time collaboration and iteration. We have made creative tools accessible to more people in all our product releases, and we are making it fun to do so. That is our mission. Adobe has enabled the sharing, viewing, and saving of digital content with PDF and Adobe Acrobat. PDF has become a standard, helping with document productivity. We have made creativity and productivity accessible to a wider range of customers. We are making creative productivity accessible to a wider range of customers with Adobe Express. We are providing powerful features in Photoshop, Premiere Pro, Acrobat, and Express, offering the best Adobe experience for all skill levels. It supports mobile, desktop, and web, so you can capture, edit, and share accurately on all devices. Adobe Scan is also available, making mobile devices a powerful scanning and character recognition tool, supporting the mobile era of PDF. Today, we are also announcing support for AI Assistant in Acrobat and Reader. This will bring even greater value to the PDF documents that exist all over the world. It allows you to move from a world of just reading documents to a world of conversing with documents, creating reservations, extracting insights, and creating images, reports, and presentations to share knowledge. I am really excited. I hope everyone will try using Acrobat AI Assistant. The features of Adobe Express are integrated into Acrobat, including a collection of professional design templates, Adobe Stock images, videos, and music, making it easy to create high-quality content. Now, together with the community, we have spent the past 40 years building digital experiences, transforming creativity, marketing, and productivity. Now, we are driving a new era of creativity, creating a new standard for art and expression. At the center are you, the creators, and AI will help. Our mission, to transform the world into personalized digital experiences, is more important than ever. What we value is applying creativity to the digital surface. From concept ideation to content and media development, personalized delivery across all channels, and understanding reach and impact, it is important to apply creativity across this entire curve. Adobe's approach is based on the belief that creativity is a uniquely human quality. AI is a tool to augment and enhance human ingenuity and productivity, not to replace it. We are committed to bringing the power of this technology to you. We define the AI technology stack in three layers and are focusing on innovation in data, models, and interfaces. This is what makes AI useful for your work and your creativity. AI is determined by the data it is trained on, so data quality and integrity are more important than ever. As a technical challenge, we train the Firefly generative AI models on licensed, permitted, and public domain content, providing a commercially safe solution. We are also investing in the development of foundation models, specializing in the creative domain. We now have Firefly for imaging, vector design, and a new video model. These models are not an end in themselves but are materials for the creative process. It is important to integrate them directly into workflows to enhance creativity and provide the power and precision you expect from Adobe. We are amazed at what is possible. The integration of Firefly into Photoshop, Illustrator, and Express has been fantastic. That is why we are providing it to you. Firefly Video will be available in the new Firefly application, allowing you to use richer tools for creative ideation and production. We are motivated to provide innovation that goes beyond the boundaries of what you expect. AI also raises issues such as intellectual property, style ownership, bias, data privacy, and content authenticity. All companies generating AI models have choices regarding AI training. As you can see from this slide, we believe the impact of AI on the creative community is quite personal, and we are approaching it with that in mind. For creative professionals, what you create with Firefly will be IP-respecting and commercially safe. We are also leading the creation of industry standards for creator compensation through the Content Authenticity Initiative. Since 2019, Adobe has been leading the Content Authenticity Initiative, helping to expand tools like content credentials. The number of members has already exceeded 4,000. We are also promoting the introduction of rights to prevent impersonation and fraud worldwide. This will help protect your style. For all creative professionals, we believe it is important for Adobe to provide everything needed to create magic and turn what is in your mind's eye into reality. That is our strategy. I know you are very interested in how the products actually work today, so I would like to welcome Stacy Martinet, Vice President of Marketing. Stacy, please.
Thank you. I am very happy to be in this beautiful Tokyo today. Visiting Japan and Adobe is actually my first business trip since 2017. I am reminded every time of how vibrant this city is and how warmly the creative community welcomes us. I am also happy to be back at MAX. I am happy to see Takashi Murakami's latest art all over Tokyo. It reminds me of when he was in Los Angeles a few years ago. It is amazing. One of the great things about working at Adobe is interacting with this wonderful global creative community. I am excited to see you all pushing the boundaries of creativity. I think it is a time of great change for the creative community. However, some core principles remain the same. As creators, you want to realize the vision in your mind with power and precision. You want to realize it on the spot, whenever and wherever inspiration strikes. You want to integrate new technologies, tools, and processes into your daily work to gain new creative superpowers while maintaining full creative control. Today, I am happy to talk about these principles. This morning, we launched the Firefly offering globally. The new Firefly app is an all-in-one application for ideation, allowing you to create production-quality images, designs, videos, vectors, and audio. This new offering is the first global launch of generative AI. It will be a game-changer for the industry, allowing ideation across various media types and seamless transition to Creative Cloud for editing. The Firefly app is perfect for starting new projects with various AI tools, generating new ideas, considering options, and editing assets within a project. Firefly was built from the ground up with creative professionals in mind, providing ethical control from ideation to production. For the first time, you can now create videos with the Firefly video model. With a public model and public data, you can create 1080p videos with just a text prompt. I would like you to see it. You can use your own images or illustrations and switch Firefly to video clips. You can also take a great starting image and an ending image and use Firefly to combine the two shots. This allows you to fill gaps in your footage or create attractive B-roll. Whatever you create with the Firefly video model can be easily integrated into your normal Premiere Pro or After Effects workflow. You can continue your project as is. Firefly is trained responsibly, using only licensed assets, so you can use the video model to generate content and use it in production with peace of mind. Now, I would like to show you some cool new technologies. Is everyone ready? I want to show you the Firefly application and video model. I will also introduce the latest Photoshop features. You can reduce time while ensuring power and precision, allowing you to be more creative. Illustrator is faster, and new Japanese fonts are included. There are also other time-saving features. You can easily arrange objects in illustrations and incorporate new dimensions into your design. There are also great innovations in Premiere Pro. Another thing I am excited about is the preview of Project Neo. It is a powerful 3D design tool that allows any designer to create with simple and intuitive control. It is available in beta version, allowing you to easily create and design 3D shapes. You can create illustrations or use Firefly to create the images you have in mind. Now, let's start with the Firefly application and video model. I think you will be surprised. The tools and capabilities are truly amazing. If you use the Firefly video model, magic will happen. Now, I will call on [Name] to introduce what you can do with the new Firefly app.
Good morning. It has been almost two years since Firefly was launched. Now, you can also generate videos. First, let's look at the newly renewed Firefly web version. You can quickly try prompts here. You can now specify not only images but also videos for generation. In the recommended tab, you can see new features. By switching tabs, you can easily access the features of each Firefly model. Today, we will try the video generation feature, which has been strongly requested by the community. This time, we will create the main visual for a digital art exhibition themed 'Imagination' using Photoshop. I have already placed some images like this, and I am creating an expression of ideas overflowing from the mind. This main visual is not only for print but also for SNS, so I want some impact. How about having this colorful tropical fish swim here? You can do that with Firefly's video generation feature. Let's try it right away. First, I will export this layer to the desktop. Then, I will go back to the Firefly web version and use 'Image to Video'. You can specify the image in the frame. I will specify the tropical fish I just exported. Now, let's enter a prompt: 'A tropical fish swimming, black background.' Let's generate it. With Firefly's video generation feature, you can specify the aspect ratio as 16:9 widescreen or 9:16 vertical video. You can also specify camera controls like shot size, camera angle, and movement. While I'm talking, I wonder what the generation result will be. Let's take a look. How is it, everyone? It looks good, right? The tropical fish that was a still image a moment ago is now swimming. Let's download this and bring it to Photoshop. I will hide the original layer and place the video I just generated from the desktop. I will resize it and place it here. I will also adjust the composition. Now, I want to check the movement. Photoshop has a timeline panel, so I can create a video timeline. Let's play it. It looks good, right? It's swimming smoothly. Thank you. I also want to try one more thing, so please bear with me. I will also create the effect of ideas bubbling up from the mind. I will use 'Image to Video' again. I will specify the image in the same way as before. I will use this image. This time, I will specify a second image. By using two images like this, you can specify the start and end keyframes of the video. Then, you just need to enter a prompt to specify the movement in between. 'Particle board animation effect, black background.' Let's try a prompt like this. This way, you can also create particle effects. I would like you to try this if you use Premiere Pro or Adobe Express. I wonder what the generation result is. Let's take a look. It looks good. The effect I aimed for was created. Thank you. I will download this and load it into Photoshop. I will place it from the desktop. I will adjust the layer and play it. It's a bit off, isn't it? Let's try it again. Okay, let's go again. Looking at this result, I am getting more and more creative. Here are other objects with various effects added. Ideas are bubbling up from my mind, and it looks like an expression of imagination. By exporting frames like this as still images, you can use them as main visuals for still images, creating something with impact. In any case, by combining videos like this, you can create a new production style. As you have just seen, Firefly can be used not only for creating and generating images but also for generating videos, evolving as a reliable partner for various creators. If you haven't used it yet, please take this opportunity to try Firefly. That is all. Thank you.
Thank you. The video model is now available, so please try it and let us know your feedback. We develop all AI tools in partnership with our customers, so feedback is essential. Our team is also grateful. The development of AI is amazing, and you can now create almost anything you can imagine. However, we must understand that when AI creates an image, we must consider how much we can judge and trust that content. That is why we are advancing the Content Authenticity Initiative, an industry-wide effort with over 4,000 members. For example, Japanese companies like Nikkei, NHK, Kinofilm, and Nikon are also participating. Through this, we have created Content Credentials. This provides information on how content was created, how it was modified, and what information is shown as a creator. You can determine who created the asset, how it was created, whether AI was used, and what modifications were made. Everything created with Adobe Firefly will have Content Credentials applied. This will also be applicable in applications like Lightroom. Soon, with the Lightroom update, you will be able to apply Content Credentials to your work in bulk. Now, let's move on to Photoshop. I think you all use it every day. Over the past year, the Photoshop team has introduced new features like Generative Fill and Generative Expand, making the impossible possible. These developments will continue. I will explain the current situation, and then [Name] will introduce the latest features of Illustrator. Let's get started. Thank you.
Good morning, everyone. Let's introduce Photoshop. Today, I will introduce Photoshop magic while creating a proposal for a new magazine media key visual from this photo. First, let's remove some unnecessary things. There are cars, power lines, and people in the photo. There are various ways to remove them, like the Stamp Tool or Content-Aware Fill, but today I will use the new Remove Tool. The Remove Tool works like the Spot Healing Brush. You roughly select the object you want to remove and confirm. Then, it uses a generative AI engine to remove it. It's already gone. Did you notice? The car was here. It removes things like this. While tracing is the basic method, there are many power lines in this photo. People all over the world have been removing power lines, so there is a preset for that. I will click the 'Wires and cables' option. In an instant, all the power lines are gone. Amazing, isn't it? You are probably already using it. It also detects people who accidentally appear in the photo. If you want to keep a person, you can trace over them with the brush to keep them, but we will proceed as is. It's amazing, isn't it? You can't tell from the result that there was a person here. You can remove them with a before-and-after comparison. Please try the Remove Tool. This is a photo of Hida Takayama. It is a beautiful blue sky, but since the building is the main subject, I want to make it stand out. There are traditional methods like the Dodge Tool, but today I will use the new Adjustment Brush Tool. It sounds like a familiar name, but I will use it. The way to use the Adjustment Brush Tool is to first specify what kind of processing you want to do from the Contextual Task Bar. I will select Tone Curves. After adjusting the brush size, you can directly trace the area you want to process or make stand out. You don't need to create a selection first; you can process it directly. You can change the brush size and trace over the details. Today, I will do it roughly for the proposal, but you can change the brush size and display the selection to paint more accurately. Please pay attention to the layer. A mask is created on the right side of the Tone Curves. Then, I will adjust the curves from the Properties panel. I want to make it a bit more contrasty, so I will adjust it like this. How is it? It looks good. Now, I will add the title of this new magazine. I am thinking about where to create copy space. Since it is often viewed on smartphones, I am laying it out vertically. I don't want to crop this photo, so I want to use all of it. I will expand it and create a lot of copy space in the empty sky area. Then, I will use Generative Expand. This feature was the first generative AI feature added to Photoshop when generative AI was introduced. It creates three proposals with generative AI. It's done. I love the sky created by Generative Expand. I will place the copy on it. I will lay it out like this. The title will be placed on the blue sky. I want to add some texture to make it blend in more. I will use the enhanced Frame Tool from last month's Photoshop update. First, I will convert this text layer to a frame. When I convert it to a frame, the Contextual Task Bar appears below the selected frame. You can perform almost all operations from here. I will specify a color. This color looks good. You can also adjust the stroke thickness with the slider here. With the Frame Tool, you can do all the work without leaving the frame. You can also load images with this button, and you can now use Image Generation here. I will try a washi texture. By entering 'gold', I can make it look a bit more luxurious. The enhanced Frame Tool has many custom patterns, and the advantage is that you can work without leaving the frame in the Contextual Task Bar. It's done. Three patterns have appeared. I will use this option. The image is generated larger than the frame, so I will adjust it. I want to match the height, so I will select the 'Fit to frame' option in the Contextual Task Bar. It looks good. To make it easier for the client to understand, I will add some marketing assets like logos and copy. This is a tentative copy, but I will add it like this. I was able to create it in an instant. I didn't do anything special like writing with prompts. I used familiar methods and steps, but using generative AI features, I was able to sketch out the image in my mind in a very short time. Photoshop has expanded its features like this, not only adding innovative features but also allowing access from various devices and surfaces. Today, I would like to introduce Photoshop on the web. If you access photoshop.adobe.com from the Chrome browser, you will see the Photoshop home screen. The file I was editing earlier appears like this. I will explain using the file I loaded earlier. When you open it, you can open your PSD in a browser even if you don't have Photoshop installed. You can touch the layers live like this. There were several variations, and you can select a different variation like this. Finally, I will add some finishing touches. My favorite recently is the Adjustment Presets. It has several preset patterns. For example, if you select the 'Portrait' option, it includes the color balance and tone curve adjustments I always make. Sometimes you wish you could make a few more adjustments after leaving the studio. In such cases, you can adjust it in the browser like this. Photoshop on the web. Are there any Photoshop users here? Almost everyone, right? I think most of you use Photoshop. Please try accessing and using it tonight. Now, about Photoshop, it will be 35 years old this month. Congratulations. As you can see on the screen, we are developing a live co-editing feature that allows multiple colleagues to access and edit a single PSD simultaneously from the desktop or browser version. We have made it available for you to try. Please join the private beta and give us your feedback. I hope we can evolve Photoshop further together. Next, Takashi Iwamoto, who you are all familiar with, will introduce Illustrator. Iwamoto-san, please.
Hello everyone, I am Iwamoto with bangs. Nice to meet you. Let's go. In Illustrator, the text engine has been updated, and we are working on improving text composition, making it even easier to use. You can fully utilize this feature with the update that was just released. As you saw in 'Retro Modern', it is a cute and attractive font, but please pay attention to this. You can adjust it intuitively with a slider. Variable fonts. It also supports vertical and horizontal variations, a groundbreaking variable font. And please pay attention to the 'Mochizuri' on the left side of the hiragana. When you adjust the character width, the compression ratio of the standard and condensed styles changes, and the character shape switches. There are also arrangements. Furthermore, the cute plover in the bottom left has the latest color glyphs. Variable fonts. If you change the thickness of the part, look, it's walking! I want more reactions. Sorry, you can do things like this. There are so many new things. You can also use this. This image is made entirely with Morisawa fonts, like a roadside sign. It's like a time slip. We will have a font booth hot spot in the venue later, so please visit. Let's go. Next is about performance improvements. I would like to introduce valuable evolutions for everyone who uses Illustrator. If I select all of this, it is very detailed data. Many of you probably apply this often. Drop Shadow. If I apply a drop shadow, with this many objects, how is it? All objects have a drop shadow. Compared to before, the speed is 5 times faster. Sorry, was that an overaction? I think you also embed images. Embedding photos. This is 10 times faster. Many frequently used features have improved performance, making this a version that greatly contributes to your productivity. Let's move on. I am making a poster for a dog run. I want to put an illustration of a dog looking down from above in the square space in the bottom right. There is a space of the same volume on the right. Let's zoom in. This is where Firefly's features are useful. In the Contextual Task Bar, there is a 'Generative Fill Shape' button. Here, I will generate an image of a dog playing happily with a ball, with an isometric effect. This Firefly feature in Illustrator supports various use cases like main subjects, icons, total scenes, and patterns. The Properties panel on the right is showing three candidates. These candidates are appearing in the square. This one looks cute. It is vector data, so you can adjust it freely. I will remove the white background like this. If I put the finished product in here, how is it? It was created in an instant. This is a convenient feature that supports a wide range of production for creative professionals. Please try using it. Next, let's move on to the introduction of the Object Object feature. I think more people are using it. Let me introduce it again. This is a convenient feature that allows you to place multiple objects equally on a path like this.
