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If you own Live Suite or you've purchased the Max for Live add-on for Live Standard, you can activate your license of Max for Live by going to Live's Preference's > Licenses/Maintenance tab and clicking "Authorize at Ableton.com". You will then be able to use Max for Live devices and instruments in Live.
If you are having problems with the authorization of Max for Live, try reauthorizing the Live application, or please contact Ableton support.