The Real Adobe MAX Story: Your AI, Not Theirs

The one thing you need to know in AI today | AI Ready CMO

Adobe announced roughly 100 new AI features at MAX this week, and I’m going to do you a favor: I’m not going to list them.

Instead, let’s talk about the two announcements that actually matter—not because they’re flashy, but because they represent a fundamental shift in how professional creative tools work.

First: Adobe just opened the gates.

For years, Adobe’s business model was simple: you pay for Creative Cloud, you get Adobe’s tools. That’s over. Today, you pay for Creative Cloud, and you get access to Google’s Gemini and Veo, Runway’s video models, Topaz’s upscaling tech, ElevenLabs voice synthesis, Black Forest Labs’ FLUX models, and whatever else Adobe decides to integrate. Through December, it’s unlimited generations across all of them.

This is a model marketplace, not a model monopoly. Want Google’s Gemini for better scene coherence in Generative Fill? Use that. Need FLUX.1 for precision work? Switch to that. Prefer Runway for video generation? It’s right there in the same subscri…