Adobe has announced new developments for Adobe Express aimed at enhancing content creation capabilities for large enterprises globally.
The company's expansion features notable integrations with popular platforms such as Slack, Box, and Google, and has welcomed numerous renowned enterprise customers including IBM, Dentsu, Prudential, Workday, and Virgin Australia among others.
Adobe Express incorporates AI-powered features designed to streamline on-brand content creation while ensuring safety for commercial use. It supports the creation of professional-looking content at scale, which aligns with the increasing demand for more frequent social conversations and personalised marketing campaigns across various organizational departments.
"Adobe is making a strong play in democratising content creation with Adobe Express. It's a smart move that leverages its enterprise experience and AI capabilities to empower a broader range of users, from marketers to business professionals," commented Melody Brue, Vice President and Principal Analyst at Moor Insights and Strategies.
"By providing intuitive tools and resources, and building on its unmatched suite of content solutions and enterprise expertise, Adobe enables these individuals to elevate their communication and strengthen their brands,"
The new capabilities promise to empower teams across marketing, HR, sales, and communication to create on-brand assets efficiently.
Adobe has highlighted that these features will enhance collaboration across teams, agencies, and partners, while maintaining ease of use and a high level of brand integrity.
Integrations with Adobe Creative Cloud applications such as InDesign and Lightroom are expected to enable smoother workflows, allowing creative teams to maintain brand consistency across various channels and formats. Adobe also revealed plans to improve cross-application workflows with its Firefly generative AI model, which offers custom model integration for creating campaigns reflecting specific brand styles.
"Adobe already provides the most comprehensive set of content supply chain solutions in the industry and with Adobe Express, we're unlocking on-brand content creation for everyone in the enterprise at unprecedented scale and ease. We are excited to see so many incredible brands and agencies adopting and getting value from Adobe Express," said Govind Balakrishnan, Senior Vice President of Adobe Express and Creative Cloud Services.
The enhancements are also set to include improved capabilities for translating and rephrasing text in multiple languages, resizing content for various formats, and applying brand elements across different media platforms with a single click. These features aim to simplify and accelerate content creation processes, ensuring consistency and efficiency.
Virgin Australia, which has been utilising Adobe Express for its design processes, expressed satisfaction with the tool's developments.
"With Adobe Express, our design team has the creative space and time to work on bigger, more meaningful projects while still maintaining a top layer of quality control," stated Zubair Khatry, Creative Studio Lead at Virgin Australia.
In safeguarding brand integrity, Adobe is implementing controlled templates with enforced locks and shared calendars.
These measures provide teams oversight and allow brand managers to review and edit planned social media posts prior to publication, ensuring content aligns with brand guidelines.
Integration with Adobe GenStudio further underscores Adobe's commitment to facilitating the reuse of brand-approved content and the generation of variations to accommodate different digital channels. The partnership aims to broaden the potential for creative output without necessitating specialised creative skills.
Overall, the expansion of Adobe Express seeks to provide enterprise users with mission-critical tools and integrations to foster seamless productivity and creativity in their workflows. The platform's add-on marketplace has seen rapid growth over the past year, supporting a wide range of functions from workflow efficiency to accessibility and inclusivity in design.
Starting October 14, 2024, these new enterprise features will be made available, enabling businesses to fully leverage the enhanced capabilities of Adobe Express for their content creation needs.
