Adobe is embedding AI across its Creative Cloud suite, including Photoshop, Premiere, and a new web-based video editor. At the Max 2025 conference, the company emphasized "choice," allowing users to access various AI models, including those from Google and Black Forest Labs, alongside its proprietary Firefly. For instance, when retouching photos, users can select which AI engine is used for tasks like adding elements to an image. This marks a significant shift for Adobe, which previously focused on its own AI tools. The video editing space is a key area for Adobe, with new features aimed at attracting creators who have been turning to standalone AI tools. Firefly now generates customizable background music synced to video length, and AI voice-overs in multiple languages are on the way. Premiere Pro users will benefit from a new AI Object Mask tool, streamlining the labor-intensive process of isolating subjects for editing. A partnership with YouTube allows users to create short-form content and publish it directly to YouTube Shorts, responding to the trend of creators producing social media content. Adobe is also introducing conversational chatbots across its apps, enabling users to perform tasks using plain language commands. For example, in Photoshop Web, users can automate repetitive actions like background removal for multiple images. While Adobe claims that 86% of creators are using generative AI to grow their businesses, it faces the challenge of convincing users to rely on its tools rather than using a mix of different platforms for various tasks. Pricing details for partner AI models remain unclear, and concerns about copyright implications related to these external models have not been fully addressed.