Generative AI, Core Creative Functionality Integrated into Adobe Express

The News: Adobe announced on June 8 a new beta version of Adobe Express, the all-in-one content creation app designed to make it easier for all types of content creators to quickly create, modify, and publish multimedia content. Incorporating Adobe’s creative technology, Express now includes Adobe Firefly, Adobe’s family of creative generative AI models, and allows the technology to be embedded directly into content workflows.

The latest version of Express combines the core features of Adobe’s photo, design, video, document, and generative AI tools into a new all-in-one editor, providing content marketers with a single application from which to generate a wide range of text, image, and video content that can be utilized across a wide range of print, web, social media, and video sites.

Adobe Express on the desktop is now available in beta and is available for free to all users, while the mobile version release is forthcoming. Existing Adobe Creative Cloud subscribers can access the Adobe Express premium plan from within their current license. You can read the press release here.

Generative AI, Core Creative Functionality Integrated into Adobe Express

Analyst Take: Adobe introduced the latest release of Adobe Express, which includes the core features of Adobe’s photo, design, video, and document software, and infuses generative AI tools used in Adobe Firefly, to create a content creation software platform that allows for more streamlined content workflows, easier collaboration, and adherence to brand standards and guidelines. Launched in public beta, Adobe Express is designed to offer a single application from which to generate a wide range of text, image, and video content that can be utilized across a wide range of print, web, social media, and video sites.

Generative AI Provides Content Workflow Enhancements

The integration of Adobe Firefly, a generative AI offering that is trained on a unique media dataset, with Express is designed to permit content creators to quickly produce limitless variations of on-brand creative collateral, allowing content creation to occur outside of the traditional creative team. Firefly integrated into Express makes it possible to generate custom images and text effects from just a description, using Text to Image and Text Effects features, simplifying content workflows. Notably, Firefly content is trained on a dataset of either royalty-free or licensed content, ensuring that the images generated can be used legally across all channels, a key concern for brand marketers.

Experience Manager Assets Integration Streamlines Content Workflows

Adobe Express supports integration with Experience Manager Assets, supporting streamlined content planning, creation, collaborative review, distribution, and analysis. In addition, the real-time collaboration and seamless review and commenting capabilities let all users access, edit, and work with creative assets from Photoshop and Illustrator directly within Express, or add linked files that always stay in sync across apps.

Adobe Express Fulfills Adobe’s Mission of Bringing Creativity to the World

According to Adobe, its core mission is to bring the best of its offerings to all users, including very novice users. Adding generative AI tools creates a friction-free experience for creating content, and the collaboration-focused architecture allows the product to scale to meet the needs of even the largest organizations and brands.

Most interesting, Adobe’s pricing approach supports this mantra; even the free version will include powerful tools that allow integrations with the flagship, power-user Adobe Creative, Experience, and Document Cloud applications, as well as third-party tools. That said, the free, out-of-the-box version of Express contains all the tools necessary to ideate and create content, share it with others, and publish multiple variations, enabling more streamlined content workflows and faster content-generation cycles. Adobe says the Premier, paid-version of Express will provide additional templates and brand guideline tools, rather than offering stepped-up functionality.

Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.

Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.

Other insights from The Futurum Group:

Adobe Experience Platform Built on Microsoft Azure Unifies Priorities of the CTO and CMO in Order to Drive Business Growth

Adobe Summit 2023: Adobe’s Content Supply Chain Solution is Worth Being Very Excited About

Adobe Announces Generative AI innovations Across Adobe Experience Cloud at Adobe Summit

Author Information

Mark comes to The Futurum Group from Omdia’s Artificial Intelligence practice, where his focus was on natural language and AI use cases.

Previously, Mark worked as a consultant and analyst providing custom and syndicated qualitative market analysis with an emphasis on mobile technology and identifying trends and opportunities for companies like Syniverse and ABI Research. He has been cited by international media outlets including CNBC, The Wall Street Journal, Bloomberg Businessweek, and CNET. Based in Tampa, Florida, Mark is a veteran market research analyst with 25 years of experience interpreting technology business and holds a Bachelor of Science from the University of Florida.


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