I Went to Adobe MAX Expecting Magic — Here’s What I Got Instead

A seasoned designer’s take from LA – and why this year felt different

I just got back from Adobe MAX in LA, and listen… I’m still processing.
If you follow me, you know MAX in Miami 2024? Top tier. Energy, depth, creative spirit—chef’s kiss. This year? Different. Not bad. Just… different.

And I had to sit with it because I love Adobe. I’m certified. I teach it. I build with it. So this isn’t shade — it’s perspective. Let’s think of this blog post as “The Comment Card” for Adobe Max.

The Truth?

As a designer who’s been in this game almost 20 years, I appreciate craft. I geek out over typography, nuance, hierarchy, the why behind creative decisions. I’m not here just to push buttons — I build worlds.

So when MAX leaned heavily into Generative AI, Firefly, and automation, part of me felt like I was watching creativity speed toward convenience more than mastery.

And maybe that’s the point.
But I won’t lie — it wasn’t fully my point.

Who Was This Conference For?

It felt like MAX is shifting toward creatives who’ve been in the game under 10 years — new designers, content creators, and the “hit-viral-and-figure-it-out-later” crowd.

Growth is growth. But when you’ve built a career with your hands, eyes, heart, and hours…
You feel that shift.

There were creators who were curated and polished. And others who openly admitted they blew up accidentally and are now learning as they go.

That duality was interesting — and honestly, refreshing.

The Creative Future (AKA: AI Everywhere)

The core message?

Creativity is becoming more fluid, inclusive, and powered by AI.

The workflow Adobe emphasized:
Ideation → Creation → Production → Delivery
And Firefly wants to live in every single step.

Is that exciting?
Yes — for access and speed.
Is it a little unsettling?
Also yes. I’m a human-first designer. Always will be.

Adobe did acknowledge this — “AI is here, but humans make the final decisions.” Fair. But I’m still watching cautiously.

Some Highlights & Takeaways

✅ Networking was top tier — real creatives, real conversations
✅ New Photoshop Web feature: rename all layers based on visual elements (YES. We love organized artboards)
✅ Adobe Express now edits based on email notes + adds animation + inspo prompts
✅ The demand for content is now 5x higher
✅ 77% of creative + marketing teams are hiring

Also, Monotype and Coca-Cola x Adobe had amazing activations.

That tells me: Design is not dying. It’s evolving.
But we need to stay sharp and intentional — not automated zombies.

Where I Felt the Shift

• Vendor participation felt low — Creative Park was strong, but the outside partner energy wasn’t the same

• The food… whew. Last year fed my soul. This year had me seeking food outside of the conference.

• Education presence: missing

And that last one hurt.
Last year, educators had breakout rooms. Symposiums. A lane.
This year? Nothing.

I am a designer — yes. But I am also an educator who builds bridges between industry and classroom. Students deserve to be seen in creative spaces. That absence was loud.

My Honest Score

⭐️ 7/10
I learned. I connected. I was inspired — just differently this time. Maybe this is a transition year for MAX. Or maybe I’m in a new era too.

Either way? I’m grateful I went.
Being in a room full of creatives will always be soul fuel.

Did you go? How did you feel about it?

Drop your thoughts — I genuinely want to hear other perspectives.