Adobe has just unveiled something that feels less like a product launch and more like a cultural statement. The company announced the Adobe Creative Collective, a new initiative designed to bring together some of the most influential voices in design, photography, filmmaking, illustration, and emerging technology. Think of it as a brain trust for the creative industry—an evolving group of leaders who aren’t just shaping their own fields but actively debating how creativity itself is changing in the age of AI and digital-first storytelling.

The founding lineup reads like a who’s who of modern creative culture. Fashion photographer Lindsay Adler, known for her bold lighting and teaching style, joins forces with Brandon Baum, a VFX creator pushing the boundaries of digital storytelling. Scott Belsky, the founder of Behance and a longtime Adobe executive, brings his perspective on authorship and attribution in an AI-driven world. Karen X Cheng, whose viral videos often introduce new tools to massive audiences, adds her knack for turning experimentation into accessible inspiration. Then there’s Tina Roth Eisenberg, the Swissmiss behind CreativeMornings, who has built one of the most influential creative communities globally. Stefan Sagmeister, legendary for his provocative design work, adds a philosophical lens on meaning and culture. Don Allen Stevenson III, a futurist working at the intersection of AI and AR, represents the frontier of emerging tech. And Tim Tadder, a commercial photographer turned AI experimenter, is reframing artificial intelligence as a collaborator rather than a shortcut.

What makes this collective interesting isn’t just the star power—it’s the timing. Adobe is positioning this group as a way to guide creatives through the messy, exhilarating transition happening right now. AI isn’t a distant future; it’s already reshaping workflows, aesthetics, and even the economics of creative labor. Adler put it bluntly: “AI is not just the future; it is the now.” The collective’s role is to elevate conversations about what that means for craft, clients, and careers, while also sharing practical resources like playbooks and reports to help creatives adapt.

Adobe isn’t stopping at the announcement. The Creative Collective will be a living, breathing initiative, with new members joining over time and regular touchpoints for the wider community. The upcoming Adobe 99U Conference in New York City on June 4 will serve as a stage for these discussions, bringing together professionals to wrestle with how AI is reshaping creative practices. Biannual summits will distill emerging themes, while community resources will translate insights into actionable guidance. It’s a mix of inspiration, experimentation, and practical advice—exactly what creatives need when the ground beneath them is shifting.

This move also fits neatly into Adobe’s broader ecosystem of community-building efforts, from Creative Apprenticeships and the Digital Academy to partnerships with CreativeMornings. It’s a reminder that Adobe doesn’t just want to be the company that makes the tools; it wants to be the company that shapes the conversation about how those tools—and the people who use them—define the future of creativity.

In a way, the Creative Collective feels like Adobe’s answer to the question every creative is asking right now: how do we stay relevant, inspired, and empowered when technology is rewriting the rules? By convening diverse voices, the company is betting that the best way forward isn’t just innovation in software, but innovation in dialogue. And if the roster of founding members is any indication, those conversations are going to be bold, challenging, and deeply human.