Adobe has announced the release of new AI assistants for its flagship Creative Cloud products, Photoshop and Express, aimed at streamlining image creation and editing workflows for users. The move signals a deeper integration of generative AI into the company’s core creative tools.
A Tale of Two Assistants
Adobe is taking distinct approaches to integrating its new AI capabilities. For Adobe Express, the company has introduced a new dedicated “assistant mode.” Users can switch to this mode to use text prompts for generating new images and designs from scratch, then seamlessly switch back to the traditional interface for fine-tuning with familiar editing tools. Alexandru Costin, Adobe’s VP of generative AI, stated this dual-mode approach is designed to make the technology “both accessible and controllable,” particularly for the students and professionals who are heavy users of the app.
In contrast, the new Photoshop assistant, currently in a closed beta, resides in a more conventional sidebar. This assistant is designed to understand the context of a project, including different layers, to help automate complex and repetitive tasks such as object selection, mask creation, background removal, and color changes.
Broader AI Enhancements Across Creative Cloud
The announcements extend beyond the new assistants. Photoshop users will soon be able to leverage third-party generative models directly within the “generative fill” feature. Models from Google, such as Gemini 2.5 flash, and Black Forest Labs’ FLUX.1 Kontext will be available, offering more creative flexibility for extending images or removing objects.
Furthermore, Adobe’s video editing software, Premiere Pro, is receiving an AI-powered object mask. This feature will allow video editors to easily identify and select people or objects within a frame to apply specific effects or color adjustments, significantly speeding up post-production workflows.
The Future Vision Project Moonlight and Integrations
Looking ahead, Adobe is experimenting with “Project Moonlight,” an ambitious new assistant designed to coordinate with AI assistants across different Adobe applications. This system would connect to a creator’s social channels to better understand their unique style and provide more personalized assistance. The company also revealed it is exploring an integration with ChatGPT, which would allow users to generate designs for Adobe Express directly within the ChatGPT interface using OpenAI’s app integration API.
Relevance for the MENA Creative and Tech Scene
For the rapidly expanding tech and creative ecosystem in the MENA region, Adobe’s latest AI advancements are highly significant. These new tools can dramatically lower the barrier to entry for high-quality design, empowering early-stage startups to create professional marketing materials without a large budget. For the region’s growing community of freelancers, content creators, and digital marketing agencies, these AI assistants promise to accelerate workflows, boost productivity, and unlock new creative possibilities. As countries like the UAE and Saudi Arabia continue to invest heavily in digital transformation and the creative economy, the adoption of such powerful, accessible AI tools will be crucial for maintaining a competitive edge and fostering local talent.
About Adobe
Adobe is a global leader in digital media and digital marketing solutions. Its creative, marketing and document solutions empower everyone — from emerging artists to global brands — to bring their digital creations to life and deliver them to the right person at the right moment for the best results.
Source: TechCrunch
