Adobe has unveiled new capabilities for its Firefly family of generative AI models and also teased an ‘agentic strategy’ that will make for truly intelligent tools.
Adobe MAX London saw the launch of the Firefly browser-based app, what Adobe describes as an ‘all-in-one home for AI-assisted content ideation, creation and production’. It showed off an enhanced ‘Ultra’ version of Firefly Image Model 4 and the GE version of its Firefly Video Model – but also announced it is giving...
You are not signed in
Only registered users can read the rest of this article.
From screens to spaces: The rise of immersive experiences in live events
From AR-powered sports coverage to immersive theatre and AI-driven fan engagement, broadcasters, organisers, and rights holders are rethinking how live experiences are created and extended beyond the event itself.
.jpg)
SVOD vs AVOD: The reinvention of live sports viewing
The live sports landscape is the crown jewel of entertainment, and as it evolves, streaming platforms are driving its next phase of growth.
Content Everywhere: The long and the short of it
Short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts have transformed how audiences consume content. According to recent data from YouGov, rather than replacing traditional viewing, short-form clips are becoming an important step in the viewing journey, helping audiences discover shows and inspiring them to tune in.
Hybrid by design: How immersive tech is transforming remote collaboration
From shared virtual spaces and volumetric media to real-time engines and cloud rendering, broadcast and proAV teams are moving beyond simple connectivity towards collaboration that feels genuinely co-located.
Creator takeover at MPTS: “You’re competing for tiny slices of attention”
Exhibitor and conference sessions still nestle deep-tech dives about compression alongside tutorials on podcasting, but this no longer feels incongruous. Adrian Pennington reports.
