Adobe Express Unveils AI-Powered Video Tools to Revolutionize Content Creation

Adobe Express just launched AI video generation, and it looks promising

Summary At Adobe Max London 2025, Adobe announced that its adding a bunch of new AI-powered features to its content-creation app, Adobe Express. Adobe Express now includes powerful AI-driven tools like Generate Video, Clip Maker, Dynamic Animation, and Generate Similar. You can start projects in Express and seamlessly continue editing in other Adobe apps like Photoshop, Illustrator, or Lightroom. The biggest issue with most Adobe tools isn't the price. Instead, it's the steep learning curve you need to overcome before you can actually use the tools without getting lost in menus. For instance, Adobe Photoshop is undoubtedly one of the best image-editing applications out there, but it's primarily aimed at professional photographers and editors rather than novice users. Adobe solved this in 2021 by launching Adobe Express, an all-in-one cloud-based content creation tool. From creators pumping out Instagram Reels and TikToks to students building yet another presentation for their economics class, Express caters to anyone who needs powerful creative tools without wanting to spend hours learning their way around an app's complicated interface. Related 6 ways Adobe Express transforms your creativity on your smartphone Adobe Express makes creating content easy from your phone Posts Since its debut, Adobe has constantly added new features to Express to make content creation even faster for the average user, unsurprisingly, including a slew of AI-powered tools. Today, at its annual creativity conference, Adobe Max London 2025, the company announced a host of new AI-driven image and video editing features for Express. While there are plenty of exciting additions, the Generate Video feature is the one we're most looking forward to. Source: Adobe Editing just got a whole lot easier with Adobe Express's latest features Adobe isn't new to the AI video generation world. The company first showcased its AI Video Generator, powered by the Firefly Video model, at Adobe Max 2025, and released it to the public in February 2025. Similar to OpenAI's Sora and Google's Veo 2 in Gemini Advanced, the Generate Video feature lets users create unique and commercially safe video content using descriptive text prompts. While you could previously access the Generate Video tool through the Firefly web app or Adobe Premiere Pro, Adobe is now adding it to Express as well. So, if you're ever running low on inspiration or simply blanking on where to start, the Video Generator tool is a great way to hit the ground running. AI video generation isn't the only feature coming to Express, though. If you frequently post videos on social media apps, one of the best ways to increase engagement and build anticipation before uploading a full video is to post short snippets in the days leading up to your final post. Traditionally, you've always needed to go through the hassle of manually splitting longer videos into shorter, snappier clips that build curiosity and hype. Adobe Express's Clip Maker can help save you all this manual work and automate the entire process. The feature uses AI to turn long-form video footage, like podcasts, interviews, and demos, into social-length, shareable clips optimized for different platforms. If you'd like to breathe some life into a static image, Adobe Express's new Dynamic Animation feature lets you add "playful, natural motion" to it with just a single click. I've always been a huge fan of following a consistent theme for my Instagram feed. If you're anything like me, you probably know how much of a struggle it can be to maintain a cohesive aesthetic and actually come up with images that'll match it. Express's Generate Similar feature aims to solve that, giving you the ability to create an entire cohesive collection based on a single image that follows your chosen theme, all within seconds. Related How to use Adobe Firefly AI tools on your Android phone Access Adobe AI tools for free from your Android phone Posts All of these AI-powered features use Adobe Firefly, which is commercially safe and trained exclusively on Adobe Stock, licensed, and public domain content. This ensures you can use any content generated with it without worrying about receiving a terrifying legal notice! Since Adobe Express is a companion app to Creative Cloud, it integrates seamlessly with other Adobe apps like Photoshop, Illustrator, and Lightroom. This means you can start editing in Express and easily continue your work in another Adobe app. All of these features are available starting today in Adobe Express.

The 7 Adobe Express updates creators and marketers need to know about

Adobe has unveiled a stream of new additions for Adobe Express that, to my mind, are making it a clear go-to app in the marketer's and creator's arsenal. There have been plenty of updates to Adobe stalwarts Photoshop, Premiere Pro, and Illustrator, infused with more Firefly AI than you'll know what to do with (check out our round-up of the 5 biggest new Photoshop, Firefly and Premiere Pro tools that were announced at Adobe Max London 2025) But Adobe Express has also received some extra love this year - and a host of new AI tools. At this year's Adobe Max London, I had the opportunity to check out a demo for some of these - and I'm starting to really see the growth here from its original role as a simple online designer, not a million miles away from Canva, to a new focus on both design and motion. It looks like we're going to have to update our Adobe Express review after all this. On the new tools, Govind Balakrishnan, SVP and General Manager, Adobe Express, said: "We're excited to introduce new AI-powered video and animation capabilities to make it even easier for people to stand out and break through with their brands." Here are the stand-out additions coming to Express. This is my favorite new addition in Express. You can now cut down long videos at pretty much the click of a button with Clip Maker. This update is going to be a serious time-saver if you create long-form content for platforms like YouTube or you're running webinars and presentations, and want to splice it up for the likes of Reels, TikTok, or Shorts. During my demo, I sawn an hour-long video cut into approximately ten-minute chunks that can be further edited. Generate Similar lets you select existing images and, with a little prompting, create new images that maintain the same look and feel. It worked very well during my demo, where a heavily stylised image of a rose was used as a starting point, and using Firefly, a similar image of a tulip was generated. Color, style, and framing carried through, as if the work was by a single 'artist'. Not a game-changer by any means, but it'll help users stay on-brand and quickly create a library of images that sit well together. Adobe Express's bread and butter is simple graphic design, but this is a really nice addition. You can now animate sections of a static image - for example, adding glittering stars, having your text pop in, or letting objects jiggle on-screen. I didn't find it as high-powered as you'll see in more advanced Adobe apps, but if you're looking for more engaging content for your social platforms, this is a nice touch. For more image tools - although I didn't get a chance to see them in action - you now have access to more than 30 new filters powered by Photoshop right inside Express. You can't go ten seconds without AI inserting itself into the workflow, but I think these are going to be welcomed by most users. You can now generate commercially safe videos in Express. I was told all the backgrounds and b-roll seen in the demo were created this way - and they looked pretty good to me. If you use other Creative Cloud apps, you may be familiar with Enhance Speech - it's already a part of Adobe Premiere Pro and Adobe Podcast. Effectively, this tool uses AI (of course) to clean-up sounds. So, if you record in an echo-y room or there's a little too much background chatter in the office, this tool will strip out unwanted audio and standardize noise levels. Another new tool is automatic captioning. Now, there's nothing especially new about this tool - but it's new to Express, and I found this one was pretty quick. On top of this, users now have more control over how those captions appear. Useful if you have brand colors and styles you want to apply. I wasn't expecting this, but you can now self-record videos and add them into Express. According to Adobe, this is built for "tutorials, video podcasts, reels and more." In the demo, I liked how you can position the video anywhere on the canvas and resize it to suit your needs. You'll find these types of webcam capture tools in the best screen recording software, but this seems like a seamless way to blend self-recorded videos to existing designs.

Adobe Express now uses AI to supercharge your content creation

At Adobe Max London 2025, the company unveiled exciting new AI-powered features for its content-creation app, Adobe Express. These latest tools are designed to make crafting fresh content on the fly not only easier but also more enjoyable. First introduced in 2021, Adobe Express caters to those who lack the time (or budget) for full-featured Adobe products like Adobe Photoshop. Instead, it offers an all-in-one, cloud-based content creation solution built on the principles of simplicity and efficiency. It empowers users to swiftly create engaging content for popular social media platforms like TikTok and Reels. Recommended Videos Adobe Express will introduce four innovative AI-powered tools: Generate Video, Clip Maker, Dynamic Animation, and Generate Similar. The standout among them is undoubtedly Generate Video. With Generate Video, you can leverage the Firefly Video technology to produce unique and commercially safe video content using just descriptive text prompts. While Generate Video has previously been available through Adobe's Firefly app and Adobe Premiere Pro, this marks its debut in Adobe Express, making it accessible without requiring an Adobe Creative Suite subscription. Meanwhile, Adobe Express's new Clip Maker utilizes AI to help you transform lengthy video footage into engaging snippets for podcasts, interviews, and more. The Dynamic Animation feature allows you to effortlessly add "playful, natural motion" with just a single click. There's also Adobe's new Generate Similar tool is designed to help you quickly create content that maintains a consistent aesthetic. This feature is perfect for enhancing your Instagram or Facebook feed to keep a cohesive look for your posts. To get started, simply select an image, and the AI will generate or find similar content to match. Adobe has unveiled several other enhancements designed to streamline content creation with Express. With a single tap, the new Enhance Speech feature intelligently eliminates distracting background noise, producing clear, professional-quality audio. For those looking to add a personal touch, the Video Self-Record capability allows direct recording within Adobe Express, perfect for tutorials, video podcasts, and engaging reels. Video editing workflows are also improved with Drop Zone, which seamlessly compiles clips into sequences, and Scene View, offering an intuitive way to rearrange and batch-edit video clips for faster turnaround. Finally, a new Vimeo add-on simplifies sharing by enabling direct exporting and publishing to the popular video platform. It's important to note that Adobe Express is a companion app to Adobe Creative Suite. This means you can create stunning pieces in Adobe Express and then refine and polish them in programs like Photoshop, Illustrator, and Lightroom.

Adobe Launches AI Video Tools in Adobe Express to Supercharge Content Creation

" From a social post that goes viral to a presentation that helps land a promotion to a localized marketing campaign that reaches a new audience, millions of customers turn to Adobe Express to turn their ideas into powerful outcomes," said Govind Balakrishnan, SVP and General Manager, Adobe Express. "We're excited to introduce new AI-powered video and animation capabilities to make it even easier for people to stand out and break through with their brands." New Capabilities Make Standing Out and Staying On-Brand Easier and Faster Video: Editing video can be complicated and time-consuming. Groundbreaking new video features in Adobe Express take the tedium out of the process and make it easy to create standout video content for every channel: Clip Maker uses AI to turn longer-form video footage like podcasts, interviews and demos into shareable clips optimized for different channels by identifying key moments, adding captions and reframing clips. Generate Video, powered by the Firefly Video Model, uses text and image prompts to generate custom, commercially safe b-roll and background footage. Enhance Speech removes distracting background noise for polished, professional-quality sound in just a tap. Video Self-Record allows users to record themselves directly in Adobe Express and add a personal touch to tutorials, video podcasts, reels & more. Drop Zone compiles clips into seamless sequences and Scene View makes it easy to rearrange and batch-edit video clips for quicker video editing. Vimeo add-on fast-tracks sharing with direct exporting and publishing to the platform

Adobe Introduces New AI-Powered Video Tools in Adobe Express for Intuitive Content Creation

Major advancements in video, including new Clip Maker and custom b-roll and background generation, make editing footage fast and simple while Dynamic Animation easily brings lifelike motion to static images Adobe Express empowers business professionals to easily create extraordinary on-brand assets with brand kits, locked templates and new Generate Similar to produce cohesive asset collections in seconds that are safe for commercial use Directly integrated with flagship Creative Cloud apps like Photoshop, Illustrator, Lightroom and Acrobat, Adobe Express makes it seamless for creative professionals to take their work further, add animation, repurpose assets and edit and publish content faster than ever Today, at its MAX London creativity conference, Adobe (Nasdaq:ADBE) announced all-new capabilities in Adobe Express for editing and generating video footage, transforming static designs and images into expressive animations and quickly creating on-brand, empowering customers to extend the reach and impact of their content. With new features like Clip Maker, Dynamic Animation and Generate Similar, creative professionals can make flat designs pop with lifelike motion and generate commercially safe video for custom background footage. Additional new AI features empower solopreneurs to quickly turn their podcasts into social clips; enable sales professionals to add personalized video messages to client presentations; and provide marketers with easy-to-use tools for creating on-brand content collections that can be shared with their extended teams -- all without missing a beat. Adobe Express empowers everyone from creative professionals to business professionals, solopreneurs and small businesses to easily create and publish content that stands out and helps them promote their passions, grow their business and communicate with impact. Creative professionals say they love how it enables them to take their work further, for example by turning their still images into videos, and easily deliver it to clients and colleagues. Business professionals like marketers, sales teams and internal communicators are using it to create on-brand content from templates created by their creative teams and localize it in different languages and styles for different markets -- at scale. Solopreneurs and small business teams say that its tools for easily creating and publishing content to social channels help them break through, reach new audiences and ultimately grow their business. " From a social post that goes viral to a presentation that helps land a promotion to a localized marketing campaign that reaches a new audience, millions of customers turn to Adobe Express to turn their ideas into powerful outcomes," said Govind Balakrishnan, SVP and General Manager, Adobe Express. "We're excited to introduce new AI-powered video and animation capabilities to make it even easier for people to stand out and break through with their brands." New Capabilities Make Standing Out and Staying On-Brand Easier and Faster Video: Editing video can be complicated and time-consuming. Groundbreaking new video features in Adobe Express take the tedium out of the process and make it easy to create standout video content for every channel: Clip Makeruses AI to turn longer-form video footage like podcasts, interviews and demos into shareable clips optimized for different channels by identifying key moments, adding captions and reframing clips. Generate Video,powered by the Firefly Video Model, uses text and image prompts to generate custom, commercially safe b-roll and background footage. Enhance Speechremoves distracting background noise for polished, professional-quality sound in just a tap. Video Self-Recordallows users to record themselves directly in Adobe Express and add a personal touch to tutorials, video podcasts, reels & more. Drop Zonecompiles clips into seamless sequences and Scene View makes it easy to rearrange and batch-edit video clips for quicker video editing. Vimeo add-onfast-tracks sharing with direct exporting and publishing to the platform. Animation: New Dynamic Animation in Adobe Express adds playful, natural motion like Wobble and Wind through advanced physics simulation. On-brand creation: New features in Adobe Express make it even faster and easier to create and stay on-brand: Generate Similarexpands on-brand creation capabilities in Adobe Express, giving customers the ability to go from a single on-brand image to a cohesive collection in seconds -- powered by commercially safe Firefly models. 30+ new filterspowered by Photoshop's industry-leading imaging technology provide professional polish and help customers get their look just right -- now available right in Adobe Express. Innovation and Business Momentum Adobe Express is achieving significant momentum: Express business customers grew 50% quarter-over-quarter. Adoption of Adobe Express premium among students grew 85% year-over-year. Partnerships expanded to include the National Football League, EA Sports, Real Madrid, National Women's Soccer League, ChatGPT, Slack, Box, Miro, Google, HubSpot and more -- expanding Express's reach to millions of additional consumers and business professionals. Capabilities expanded with more than 250+ add-ons. Adobe Express recently revealed its vision for accelerating creativity and productivity with agentic AI to reimagine the content creation process to be more intuitive and efficient. Pricing and Availability Anyone can start using Adobe Express for free. Adobe Express is also a companion app to Adobe Creative Cloud, available to subscribers on web and mobile at no extra cost. The new Clip Maker, Drop Zone, Generate Video features and Vimeo add-on are available today on Adobe Express web. Scene View, Enhance Speech, Dynamic Animation, Generate Similar, Video Self-Record and the 30+ new image filters powered by Photoshop can be accessed on both Adobe Express web and mobile. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com. © 2025 Adobe. All rights reserved. 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