5 Key Takeaways from Adobe MAX 2022

Most computer users are at least somewhat familiar with Adobe as a software provider, however, to creatives they are the industry leader in software development. Essential tools such as Photoshop, Illustrator, Premiere Pro, and much more all fall under the Adobe umbrella. Every October, Adobe hosts the MAX conference featuring a ton of workshops and speakers from a wide range of backgrounds. This conference provides an opportunity to learn from industry leaders and discover the latest and greatest in the creative space. As a 2022 virtual attendee, here are Alpine Creative’s 5 key takeaways from the event:

1. Improved Collaboration Among Project Stakeholders

In creative work, collaboration is key to the success of any project with multiple stakeholders involved. Adobe has taken a cloud-based route to provide creatives with the ability to share and collaborate on projects improving overall workflow within teams. Files, digital assets, and more can be shared seamlessly among project stakeholders using the Adobe Creative Cloud.

Additionally, the full suite of Adobe’s applications also allows for sharing projects with clients, creative directors, and other stakeholders to comment on their feedback and edits directly to a file preview. In this fully integrated solution, those comments are brought back into the working file allowing for faster and more streamlined action from the designer.

2. Bridging the Gap between Designers and Content Managers

While all Adobe applications have seen added features for collaboration, one stands out in particular – Adobe Express (formerly known as Adobe Spark). This application truly bridges the gap between designers and content managers. Content managers and creators with a bit of drive and an eye for design can work from asset libraries with a powerful collection of easy-to-use tools in content creation. Working with designers, full asset libraries and brand profiles can be set up within Adobe Express and used with templates to produce graphics and content for a variety of media. This application even offers automatic resizing for common social media formats reducing duplicate efforts. As a bonus, Adobe Express premium is available free to schools and verified nonprofits. More information on this application and business pricing can be found on Adobe’s Website.

Here at Alpine Creative, we can work with you to build brand profiles, templates, and asset libraries in Adobe Express allowing you to manage and produce your own content. Contact us today to start the conversation!

3. Utilizing the Power of Artificial Intelligence

The team at Adobe has continued to build on their artificial intelligence system, Adobe Sensei, allowing designers to harness the power of this technology. Adobe Sensei allows for the automation of mundane design tasks saving time and boosting productivity for designers and video editors alike. Filters and other generative technology can also be applied to graphics producing impressive results in far less time than tedious manual efforts. Efficiency in studios is further enhanced through the use of Adobe Sensei’s intuitive search functionality.

Adobe’s mission in introducing artificial intelligence to design workflows is to amplify human ability not replace it, however, this use of technology can still produce mixed thoughts and feelings among some computer users. Such as, how can an individual differentiate what has been produced using artificial intelligence from that produced by another person? Luckily, MAX takeaway #4 addresses this.

4. Combating Misinformation and Providing Attribution through the Content Authenticity Initiative

The Content Authenticity Initiative led by Adobe is pioneering industry standards by combating misinformation and providing attribution to digital works. This initiative aims to keep a metadata record of any alterations to digital content such as images or video. This record will include historical information about content alterations, creators/contributors (including artificial intelligence), and media used. Not only will this initiative combat misinformation, but also attribute credit to creators in all spaces including the NFT marketplace. This year the Content Authenticity Initiative has partnered with Leica and Nikon cameras to provide credentials in-camera at the time of capture. Learn more at the Content Authenticity Initiative’s official website.

For those interested, Dan Stiles’s 2020 session at Adobe Max dives further into misinformation in the age of the internet and how designers can combat this. Although targeted toward designers, this session covers useful information for any internet users who consume and share content online.

5. Video Remains King in the Digital Space

It’s no surprise that video remains a focus in the creative space with the popularity of social networks such as TikTok, Youtube, and Instagram/Facebook Reels. Internet users crave video, with the global average for video consumption sitting at 84 minutes per day. Recognizing this trend, Adobe has enhanced workflows in Premier Pro and increased support for video in Adobe Express with many more exciting features on their roadmap in 2023 and beyond previewed during the conference.


Adobe continues to innovate in the creative space by providing tools for content creators to hone their craft. Here at Alpine Creative, we’re dedicated to staying on top of this innovation as well as other industry trends. By attending conferences and having a lifelong commitment to learning, clients can be confident that they’re in good hands when choosing Alpine Creative for their creative services. If you’re interested in working with us or would like to have a conversation about anything design we’d be happy to chat. Visit our contact page to drop us a line.