Adobe has announced new Adobe Express innovations. The enhancements aim to support the world’s largest enterprises to accelerate and scale on-brand content creation while collaborating more seamlessly and productively across teams, agencies and partners.
Adobe Express is expected to play a critical role in enterprises’ content supply chains. The solution enables everyone in the organisation to create on-brand business and marketing content. With AI-powered features designed to be commercially safe. The company says the solution also enables creative professionals to take their content further. It incorporates video, design, animation and social capabilities and to collaborate easily and securely across the creation process.
The new Adobe Express features will enable marketers and business users to make more professional-looking content. In addition, marketing professionals will be able to create and get campaigns into market faster and help ensure brand consistency. New integrations with Adobe InDesign and Adobe Lightroom will enable Creative Cloud users to work and share seamlessly across applications, teams and external stakeholders.
“Adobe already provides the most comprehensive set of content supply chain solutions in the industry. Adobe Express unlocks on-brand content creation for everyone in the enterprise at unprecedented scale and ease,” said Govind Balakrishnan, Senior Vice President, Adobe Express and Creative Cloud Services. “We are excited to see so many incredible brands and agencies adopting and getting value from Adobe Express,” Balakrishnan added.
New Adobe Express innovations include:
The solution supports everyone to easily create anything, building upon a collection of professionally designed templates. Adobe’s industry-leading creative tools and unmatched multimedia library of millions of professional-grade assets that includes photos, videos, fonts, music tracks and design assets:
- Animate All: Users can add motion to an entire design in one click, instantly animating every component, including text, images, and shapes. AI emphasizes key information like CTAs and headlines.
- Long-form Text Flow: In seconds, arrange assets and reflow copy to improve the layout of key assets like multipage brochures, documents, flyers, and more.
- Infographics Support: Create graphs, bar charts and now tables easily in Adobe Express.
- Draw Shape: Add hand-drawn elements for a more organic look and feel.
- Presentation Enhancements: Robust support for presentations just got better. Import existing PowerPoint slides with higher fidelity, add graphs and tables, easily find and replace text and hide slides. iPad and Mobile support is now available for presentations.
“Empowering our employees with the tools needed to create compelling content and design assets is critical to driving employee productivity,” said Ali Fuller, senior vice president, experience, Workday. “We look forward to using the new capabilities in Adobe Express to make it even easier for our teams to deliver engaging user experiences.”
Support employees with AI
Bolstering AI functionality in Adobe Express is expected to provide users with the ability to generate and customise production-ready assets. As a result, the company says users can produce variations in a few clicks:
- Rewrite Text: Easily rephrase, shorten or change the tone of copy in a single click.
- Translate Text: Translate text into 46 languages and choose between formal and informal tones. Contextually aware translation capabilities keep messaging intent clear.
- Resize with Expand: Resize content for every social channel and expand images to fit every layout.
Enables teams with access to approved assets, building upon Adobe Express’ capabilities. This supports anyone in an organisation to produce, share and apply brand kits across teams quickly and easily:
- Firefly Custom Model Integration: Make use of custom models trained on branded assets to create extraordinary campaigns that match a brand’s specific style. Available as an add-on to Adobe Express.
- One-click Apply Brand and On-brand Recolor: Easily apply all brand elements or brand colours across multiple pages for one-click brand and visual consistency.
- Adobe InDesign Convert and Import: The solution builds on the ability to import Adobe Photoshop and Illustrator files. Users can now import InDesign files into Adobe Express and instantly convert them into layered Adobe Express files, which allows them to further edit or publish.
- Adobe Lightroom Integration: Working in Adobe Express, users can browse and add photos from their Lightroom library to their designs in the app.
Guardrails providing oversight and assurance
Brands can utilise generative AI designed to be commercially safe with Adobe Firefly. Guardrails provide brand stewards with oversight and assurance, including new features:
- Controlled Templates with enforced locks and brand controls: Give creative studios more options to enforce brand integrity.
- Shared Calendars: This will allow brand stewards and other teams to review and edit all planned social posts before publishing.
Enterprise Times: What this means for businesses
Brands, retailers, and, in fact, all organisations have to provide customers, suppliers and partners with superior user experiences (UX). UX is totally dependent on the provision of compelling and engaging content to initiate, maintain and manage digital relationships. Content creation is a collaborative effort, often requiring input from a variety of different individuals, skill sets or organisations. Enterprises, irrespective of size or sector are adopting Adobe Express to enhance the productivity of creative teams.
Adobe continues to be an impressive solution provider, and Adobe Express is increasingly becoming the jewel in the crown. The number of apps in the Adobe Express Add-On marketplace has more than tripled in the last year.
Furthermore, the solution includes apps that help users streamline workflows (Dropbox, Google Drive, and AEM Assets). Adobe Express enhances expressiveness (TikTok’s Symphony Assistant and Commercial Music Library and HeyGen’s AI Avatars). In addition, the solution supports accessible and inclusive design (Contrast Checker and Colour Blindness Simulator).
Adobe Express has expanded its reach over the last six months through integrations with new platform partners Box (beta). Hubspot and Webflow, have also joined existing partners, including Slack, Google (Google Slides, Google Drive, Google Photos), ChatGPT and Wix. This enables more enterprises to work more flexibly to unlock new levels of creativity and productivity for enterprise employees.
