Virtual Adobe MAX

Paul Lindström's picture
Paul Lindström

Due to Covid the conference this year is held entirely as an electronic event. While sad because attendees can’t mingle physically, the upside is that the logistics is easier to allow more people and more seminars.

The events kicked off yesterday, Tuesday October 20, with a strong keynote by the Adobe President and CEO Shantanu Narayen. He made references not only to the stress on the community caused by Covid, but also racial tensions (later on the police killing of George Floyd was mentioned and Black LivesMatter) and climate change. I think it’s good that Adobe take a stance in those matters, instead of standing silent on the sidelines like many other corporations are doing.

Adobe MAX is an entirely virtual event this year, and started off with a keynote session by President and CEO Shantanu Narayen. Then Scott Belsky presented some of the news in Adobe CC 2021. Comedian injected jokes and general silliness here and there to liven up the sessions.

Then Scott Belsky, Chief Product Officer for Creative Cloud announce news in the 2021 version of Adobe CC. And Adobe has been busy – there is a whole flurry of new products, updates and new feature in existing products. Comedian Conan O’Brien intersected the presentation to liven up the show. There was also a fake online confusing question about something regarding how to best convert a CMYK image if you also had spot colours in the design, but O’Brien wisely suggested that this question should be postponed to the (hopefully) “physical” Adobe MAX event in 2021.

Illustrator for iPad
As previously indicated the iPad version is now launched, and some of the new features and functions in Illustrator came out of the work on the iPad version, and was then included in the desktop version as well. Illustrator, Adobes first app, is now in version 25.

Photoshop 2021 is now in version 22, and has some interesting new features. The new “Neural Filter” looks cool, making use of the Adobe Sensei AI. Sensei AI was mentioned in many of the new products and features, so is obviously at the core of Adobes strategy for product development and enhancement.

Collaboration is another cornerstone in the Adobe CC system. It’s now possible to integrate even more external applications to the Adobe Cloud, like for example Microsoft Teams, Dropbox, Google Workspace etc.

3D editing is enhanced in several products, and the examples given in the keynote on what designers do with both illustrations, photos and videos are really impressive and mind boggling.

There was nearly 500 000 people registered to the Adobe MAX event of which almost 100 000 attended the opening session. With over 350 seminars and tutorials to choose among in this 3 day event, it’s good that they are recorded so you can go back later to view them. The Behance community is also a good source to find inspiration and share experiences. There are 25 million people signed up for Adobe Behance, so a considerable market and platform. If you haven’t done so yet, sign up for Adobe MAX – it’s free. And there is two more days to go.

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