Adobe Introduces New Generator Features For Photoshop CC and Edge Reflow


Adobe Introduces New Generator Features For Photoshop CC and Edge Reflow

All-New Technology Streamlines Web Production and Mobile Design Workflows For Creative Cloud Members

SAN JOSE, Calif.--(BUSINESS WIRE)-- Adobe (NAS: ADBE) today announced Adobe Generator, technology that fundamentally changes the way people work with Photoshop for web and screen design. Generator is a platform that brings Photoshop to the heart of the design process, enabling greater interoperability between Adobe® Photoshop® CC, Adobe Creative Cloud™ and third party applications. Also new -- and available today for Creative Cloud members -- is a Photoshop CC feature built using Generator technology, which streamlines web and screen design by delivering image assets in real-time to save users the tasks of extracting, cropping, sizing and exporting. Additionally, new connectivity between Adobe® Edge Reflow® CC and Photoshop gives users the ability to take Photoshop assets directly into Edge Reflow with just one click. Edge Reflow is a design tool focused on creating responsive web designs.

Adobe Photoshop CC (Photo: Business Wire)
Adobe Photoshop CC (Photo: Business Wire)

Adobe Photoshop CC (Photo: Business Wire)

"Today we're excited to usher in a new era of Photoshop productivity for anyone designing for the Web or mobile apps," said Winston Hendrickson, vice president of products, Creative Media Solutions, Adobe. "Now with Generator, customers can skip the hassles of slicing and exporting from Photoshop and speed up day-to-day web and mobile app production through an intelligent and customizable workflow."

The first Adobe Generator features for Photoshop CC and Edge Reflow include:

  • Real-time image asset generation gives Photoshop CC users the power to eliminate time-consuming production steps while ensuring their designs are properly implemented both on the desktop and mobile screens

  • Tagged layers and groups in Photoshop CC are automatically saved and updated in real-time as individual files, in the format selected

  • Layers can now be exported as JPEG, GIF, or PNG with a variety of options, including scaling for Retina displays and varying levels of compression

  • In one click, Edge Reflow CC can import Photoshop CC assets, including images and text directly into Edge Reflow, allowing designers to immediately begin their responsive design process and reduce manual production steps

The Adobe Generator technology platform has an easy-to-use JavaScript API, paving the way for third-party apps and services developers to create similar tools that integrate with Photoshop CC. To accelerate the creation of more third-party apps, Adobe has released Generator and the real-time image asset generation feature as open source projects. More information is available at

"As we expand our business from .com websites out to multiple mobile platforms, it is essential for us to have the ability to use the integrated tools and services in Creative Cloud to tighten our design workflow," said Stephen Gates, vice president, Global Brand Design, Starwood Hotels & Resorts. "With more than 1,100 luxury hotels, it can be time consuming doing multi-screen design with adjustments to assets for each screen. Now, with Generator and the real-time image assets creation feature in Photoshop CC, our design team can be more nimble, ideate, and deliver faster."

"Creating a mobile game requires frequent and rapid iterations," said Nate Beck, CEO of The Engine Company, a leading developer of game engines. "With Adobe Generator, we built a plug-in written in JavaScript that connects our Photoshop designs to our Loom SDK game running on iOS, Android and OUYA. When the design is changed in Photoshop, it immediately changes in the game in real-time, allowing for much faster experimentation, and ultimately a better game."

Helpful Links

Membership Plans and Availability

These updates to Photoshop CC and Edge Reflow are available immediately to Creative Cloud members. Current Creative Cloud members receive this innovation as part of their existing membership, at no extra cost. Individual, education, team, government and enterprise membership plans are available. For pricing details, visit:

See New Generator Technology at Create Now World Tour

Adobe's new Generator features for Photoshop CC and Edge Reflow will be showcased at the company's upcoming Create Now World Tour. At these free seminars, Adobe evangelists will share tips and techniques to create and share standout work, using Creative Cloud. Create Now enables creatives to meet the experts, watch amazing demonstrations, learn new skills, network with peers, and get answers to workflow questions. The first event is September 19, in San Francisco, California. More information is available at:

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit

© 2013 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Creative Cloud, Edge Reflow, and Photoshop are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

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