Adobe Unveils GenStudio for Performance Marketing and Enhances Express Platform with AI-Powered Features

Adobe Launches GenStudio for Performance Marketing to Accelerate Campaigns for Marketing and Creative Teams with Generative AI and Deep Insights

GenStudio for Performance Marketing is the latest enterprise application within Adobe GenStudio, Adobe's existing end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiencesAdobe's new generative AI-first application brings marketers and creatives together to scale on-brand digital experiences through Adobe Firefly and third-party large language models, with the ability to organize, generate, remix and measure content variations that span use cases across performance, social, email, growth and paid media marketingAdobe unveiled expanded, integrated partnerships today with Google's Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, where brands will soon be able to activate campaigns instantly across platforms and make timely adjustments via direct performance insights -- along with native integrations across Adobe Experience Cloud applications Today, Adobe (Nasdaq:ADBE) announced the general availability of Adobe GenStudio for Performance Marketing, a new generative AI-first application that empowers brands and agencies to accelerate the delivery of global advertising and marketing campaigns. The new offering addresses one of the biggest challenges facing businesses today, where the need for highly personalized, on-brand and performant content -- across a myriad of channels and geographies -- is outstripping available resources. In fact, between now and 2026, nearly two-thirds of marketers* believe the demand for content will grow by at least five times, driven by consumers who expect brand experiences that are dynamic and personalized to their interests. Adobe GenStudio for Performance Marketing is a game-changing gen AI-first application that will enable marketing and creative teams to create high-impact, on-brand content at unmatched speed and scale," said Prativa Mohapatra, Vice President & Managing Director, Adobe India. "With collaborations across industry leaders like Air India, HDFC Bank, Hero MotoCorp, Adobe is empowering marketing and digital teams to seamlessly manage multi-channel campaigns, with real-time insights to optimize performance. We're excited to see how more Indian businesses will harness GenStudio to revolutionize their marketing strategies and deliver exceptional customer experiences." With GenStudio for Performance Marketing, brands have a single, self-service application to create paid social ads, display ads, banners, marketing emails and more -- all with a new level of speed and agility -- by leveraging pre- approved, on-brand content. It brings together creative teams that define the foundational requirements of a brand, including guidelines around brand voice, channels and images, with marketing teams that need to deliver variations at scale for demanding channels such as paid media. "Delivering impactful global campaigns hinges on the ability to bring marketing and creative teams closer together, with generative AI-powered workflows that eliminate cumbersome and inefficient processes," said Varun Parmar, general manager, Adobe GenStudio." Adobe GenStudio for Performance Marketing enables creatives to focus on delivering deep creative designs that amplify a brand, while empowering their marketing counterparts to create the high volume of content variations that are needed to drive customer engagement, personalization and conversion." Robust features in GenStudio for Performance Marketing empower users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly, and third-party large language models for creating copy in emails, paid media and display ads -- all while helping users ensure compliance with defined brand standards. Through expanded, integrated partnerships with Google's Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, teams will soon be able to quickly activate campaigns and get direct performance insights. This allows marketers and creatives to see what resonates with consumers and the key reasons why: Adobe's AI features can discern attributes that make up an image or video including objects in the content, background and foreground colors, the presence of people, audio genres and much more. Adobe is also working closely with its broad ecosystem of agency partners -- including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP -- to drive customization, integration and value-added needs for customers across industry verticals. GenStudio for Performance Marketing is the latest application for brands and agencies within Adobe GenStudio, Adobe's end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. This includes applications across Adobe Experience Cloud and Adobe Creative Cloud such as Adobe Workfront, Frame.io, Adobe Firefly Services, Adobe Firefly Custom Models, Adobe Express, Adobe Experience Manager and Adobe Content Analytics. Adobe GenStudio for Performance Marketing enables brands to: Find and reuse brand-approved assets: A built-in content repository allows users to find brand-approved assets (images, logos, videos and more) for creating marketing content such as paid social, display ads, banners and emails. For brands using Adobe Experience Manager Assets, two-way sync ensures assets can easily be reused across campaigns, without needing to start from scratch.Create and remix on-brand content: Creative teams are often burdened with adjusting and creating high volumes of content variations for their marketing counterparts. With GenStudio for Performance Marketing, marketers can self-service with routine tasks and free up creative resources to focus on higher value work, while ensuring strong brand compliance. Users can create and remix content through tools such as Adobe Firefly -- for generating images designed for safe commercial use -- or through third-party language models to create copy. The content can then be matched with different audience segments, to drive personalization at scale.Protect brand equity: Millions of dollars are invested each year to create and define a brand. As generative AI reshapes content creation, teams need hardened guardrails. Brand guidelines (fonts, tone of voice, channel requirements) can be easily uploaded and standardized across the new application -- along with any pre-defined templates. A brand check feature, powered by AI, automatically inspects generated content and alerts creative and marketing teams when additional attention might be needed for content that is potentially out of brand compliance. Automated multi-step review workflows, powered by a native integration with Adobe Workfront, then provide an additional layer of oversight before any content is delivered externally. Activate campaigns (coming soon): Users will soon be able to publish content experiences directly to social media channels including Meta, TikTok and Snap, or through display ad campaigns on Google's Campaign Manager 360 and Microsoft Advertising properties. Integration with Adobe Journey Optimizer, when released, will also allow users to activate experiences on owned channels such as email and web. The ability to automatically activate new content will speed up the delivery of advertising and marketing campaigns, giving teams the ability to adjust experiences in real-time as trends or needs change.Uncover actionable insights: Customer preferences are constantly changing, often on a daily or even hourly basis. GenStudio Insights provides attribute level-insights, pinpointing colors, objects, styles, audio genre and more that resonate with target audiences. Users can also bring in direct performance insights from Meta and will soon be able to connect to additional partners including Microsoft Advertising, Snap and TikTok, creating a holistic view of campaign performance so teams can adjust and optimize content in a timely fashion. Integrations across Adobe Experience Cloud applications such as Adobe Journey Optimizer, which is under development, will allow users to bring in insights to ensure consistency in how customers are engaged on every touchpoint. Global technology leader Lenovo participated in the GenStudio for Performance Marketing beta program. Since Lenovo communicates with their customers through dozens of channels and platforms, the company recognizes the need for hyper-personalization to connect their products with the right audiences. See how they will leverage the new application here. Collaboration with Technology Partners Adobe has collaborated with its technology partners to bring activation and insights features that are coming soon to GenStudio for Performance Marketing: "From generating high-quality leads to driving awareness, Campaign Manager 360 helps marketers reach their desired audiences across websites, apps, video content and more, to accomplish their business goals," said Stephen Yap, managing director, Google Marketing Platform. "Having compelling creative content that is tailored to the right audience is key to driving engagement, and Adobe GenStudio for Performance Marketing empowers brands to execute this at scale across any of the ad formats offered by Google." "We believe in the power of generative AI to unlock advertisers' full creative potential and quickly build ad creatives at scale," said Cynthia Dinh, director of strategic monetization partnerships, Meta. "Our integration with Adobe is one of a variety of ways that we're working to make the ad creative process as seamless and efficient as possible for businesses." "Generative AI is a powerful tool to enable richer insights, deeper personalization for consumers, greater efficiency and performance for marketers, and a more empowered advertising ecosystem," said Lynne Kjolso, vice president of global partnerships and retail media, Microsoft Advertising. "Our engagement with Adobe GenStudio will bring our joint innovations to a broader set of marketers, helping them reach high-quality audiences with ease and greater impact." "Snapchat provides a dynamic way for marketers to reach a valuable, highly engaged audience where they naturally have fun talking to friends and consuming content," said Ali Rana, global head of business development, revenue and product partnerships, Snap Inc. "The ability to optimize ad content based on changing trends and market conditions is key to helping marketers drive their business goals. With Adobe GenStudio for Performance Marketing, we're offering brands a way to not only create compelling ad experiences quickly and easily, but to back them with actionable engagement insights as well." "At TikTok, we're always looking for ways to help marketers drive impact," said Lorry Destainville, global head of monetization and product partnerships, TikTok. "We are excited to further expand our partnership with Adobe, giving marketers the tools to scale and optimize their content for their performance campaigns." About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe Puts Greater Power & Possibility in Hands of Creators, Teams & Marketers at Adobe MAX 2024

Over 100 new Creative Cloud features empower creative professionals with more speed, precision and control and power even more of the creative process, with powerful new innovations across Photoshop, Illustrator, Premiere Pro, InDesign, Lightroom, Adobe Express and an all-new io Adobe's Firefly family of creative generative AI models, designed to be commercially safe, expands to video and delivers breakthroughs in imaging, vectors and designGenStudio for Performance Marketing, now generally available, is the latest enterprise application within Adobe GenStudio, Adobe's end-to-end content supply chain solution Today, Adobe (Nasdaq:ADBE) brought together the global creative community for the kickoff of Adobe MAX 2024 - the world's largest creativity conference - where it introduced over one hundred new Creative Cloud features, including groundbreaking capabilities powered by Adobe Firefly that offer creators unprecedented power to create, collaborate and conceptualize ideas while empowering them to work more productively. Major updates to Adobe Express and an all-new Frame.io deliver new workflows to streamline collaboration for creative teams and their stakeholders. Adobe announced a new Firefly Video Model (beta) and breakthroughs in its Firefly Image, Vector and Design models, delivering significant enhancements to its family of generative AI models that are designed to be commercially safe. "Generative AI technology is fuelling creativity, accelerating ideation and boosting productivity like never before." said Prativa Mohapatra, Vice President & Managing Director, Adobe India. "At Adobe MAX this year, we are delighted to have announced industry-leading innovations like Adobe Content Authenticity web app aimed at championing creator protection and attribution, and Adobe GenStudio for marketers to accelerate personalized campaigns across channels". For enterprises, Adobe announced the general availability of GenStudio for Performance Marketing, the latest application within Adobe GenStudio, an end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. "We're giving the creative community a powerful new brush to paint the world by putting unprecedented power, precision and creative control in their hands," said David Wadhwani, president, digital media at Adobe. "With the demand for content projected to grow exponentially, we're empowering creators to scale the use of their content across marketing, HR and sales teams." Creative Power and Expressiveness Adobe Firefly: Adobe extended its family of generative AI models with the introduction of Firefly Video Model (beta), which enables creators to generate video from text and image prompts, extend video clips and smooth out transitions including deep integration into Premiere Pro. Adobe also announced the latest evolution of Firefly Image 3 Model which generates images four times faster. The latest breakthroughs in the Adobe Vector Model provide more creative control to designers using Adobe Illustrator. Enhancements to Firefly Services and Custom Models for enterprise customers are being leveraged by leading global brands like Deloitte, Gatorade, IBM, IPG Health and Mattel to speed up and scale content production for a variety of marketing use cases. Firefly, which is designed to be safe for commercial use, has now been used to generate more than 13 billion images.Photoshop: Adobe announced several new capabilities to empower the creative community to bring their visions to life with more power, speed and control including new Distraction Removal smart technology to help remove people, wires, poles and other distractions from images; Generative Workspace (beta) that helps designers ideate, brainstorm, and iterate concepts simultaneously; a new Substance 3D Viewer (beta) that offers new ways for graphic designers to view and edit 3D objects while working with 2D designs in Photoshop; and the general availability of features like Generative Fill, Generative Expand, Generate Similar and Generate Background powered by Firefly's Image 3 Model.Illustrator: Adobe's new capabilities for designers include Objects on Path to empower users to quickly attach, arrange and move an object along any path of their art board, Enhanced Image Trace to make it easier and faster to convert images to vectors and Generative Shape Fill (beta), powered by the Firefly Vector Model, which empowers designers to save time while quickly adding detailed vectors to shapes to create unique designs. Adobe also announced a beta of Project Neo, a web app first previewed at MAX last year that has been incredibly well received by the community and helps designers seamlessly create and edit 3D designs. Content Creation at Scale io: Adobe announced the general availability of an all-new version of Frame.io which builds on its industry-leading video post-production capabilities and expands to support collaboration in audio, photo, design and other creative workflows. The new version adds Canon, Nikon and Leica to Frame.io's Camera to Cloud ecosystem - the fastest, easiest and most secure way to get media from the set to the people who need to work with it.Express: Adobe also announced new enterprise capabilities to supercharge employees with AI, enable every team with access to approved assets and enable businesses to protect their brand. At MAX, Adobe showcased these features and demonstrated how Express helps creative professionals extend the power of apps like Photoshop and Illustrator. It further demonstrated how Express makes it seamless for creative teams to take the content they've created and enable marketing, sales, HR, communications and other teams to do more with it.GenStudio: Adobe announced the general availability of Adobe GenStudio for Performance Marketing, the latest enterprise application within Adobe GenStudio. GenStudio is Adobe's end-to-end content supply chain solution that brings together an integrated set of Creative Cloud and Experience Cloud applications, empowering brands to optimize their content supply chains and meet the rising consumer demand for personalized content. GenStudio for Performance Marketing is a self-service, generative AI-first application that will empower brands to get the most out of the content created by their creative teams when assembling paid social ads, marketing emails and display ads at scale, with greater agility and the benefit of data-driven insights. It brings together creative teams - who define the foundational look and feel of a brand - with marketing teams, who need to deliver variations at scale for demanding channels such as social media and mobile. Expanded partnerships with Google's Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok will soon enable brands to activate campaigns instantly across platforms and make timely adjustments via direct performance insights Creative Exploration and Ideation Adobe showcased new ways for creators to ideate and explore concepts and ideas, combining the power of AI with the power of their imagination. This included previewing Project Concept, a new capability for multiplayer, collaborative creative concept development, bringing the ability to remix images in real time so creative professionals can concept live in a single canvas. Additionally, Photoshop's Generative Workspace (beta) helps designers ideate, brainstorm and iterate concepts simultaneously, so creators can achieve their vision and produce stunning visuals faster and more intuitively than ever before. Empowering the Next Generation In addition to introducing new product features, Adobe announced a new global initiative aimed at helping 30 million next-generation learners and teachers develop AI literacy, content creation and digital marketing skills using Adobe Express to thrive in the modern workforce. We're expanding Adobe Digital Academy and working with education partners and nonprofits to provide training, certifications and career pathways. Adobe has committed more than $100M this year through donations, scholarships, product access and partnerships to enable people and organizations around the world to tell their stories and unleash creativity for all. Adobe & Adobe Foundation commit $1M in support of local communities at Adobe MAX The Adobe Foundation has donated $1M to the American Red Cross and World Central Kitchen to support the people of Florida who are recovering from Hurricanes Helene and Milton. Adobe is matching the donations of Adobe MAX attendees, sponsors and employees in support of the recovery efforts. The Adobe Foundation has also made a grant to The Miami Foundation to advance the vibrant creative community in Miami and support underrepresented creative communities in the area. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe Express Accelerates On-Brand Content Creation for Global Enterprises with New Capabilities

Leading brands and agencies like Dentsu, Havas, Prudential, Virgin Australia and Workday rely on Adobe Express to create professional looking content at scale - with features powered by Firefly generative AI designed to be safe for commercial usePowerful new features, seamless workflows with Creative Cloud and 150+ add-ons with leading social, productivity and collaboration apps empower marketing, HR, sales and communications teams to easily create on-brand assets and get campaigns to market fasterRapid growth of Adobe Express ecosystem now reaches more enterprise users where they work through integrations with leading platforms like ChatGPT, Google, Slack, Wix and now Box, Hubspot and Webflow - as well as Adobe apps like Acrobat and GenStudio Today, Adobe (Nasdaq:ADBE) announced new Adobe Express innovations to empower 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 playing a critical role in enterprises' content supply chains, enabling everyone in the organization to create on-brand business and marketing content - with AI-powered features designed to be commercially safe. Adobe Express is seeing strong momentum, with a rapidly expanding ecosystem and new enterprise customers including ABB, Ad Council, Aon, Dentsu, Havas, IBM, Red Hat, Owen Jones, Prudential, Tata Consultancy Services, Virgin Australia and Workday. Adobe Express also enables creative professionals to take their content further with easy video, design, animation and social capabilities and to collaborate easily and securely across the creation process. Available starting October 14, new Adobe Express features will enable marketers and business users to make more professional-looking content, 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 and with Adobe Express, we're unlocking 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." Adobe Express for Business: Empower, Supercharge, Enable, Protect New Adobe Express innovations include capabilities to: EMPOWER 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, including photos, videos, fonts, music tracks and design assets:Animate All: 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: Rearrange assets and reflow copy for a better layout across key assets like multipage brochures, documents, flyers, and more in seconds.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 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." SUPERCHARGE employees with AI, bolstering AI superpowers in Adobe Express that currently include the ability to generate and customize production-ready assets and 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.ENABLE every team with access to approved assets, building upon Adobe Express' capabilities that enable anyone in an organization 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 colors across multiple pages for one-click brand and visual consistency.Adobe InDesign Convert and Import: Building on the ability to bring Adobe Photoshop and Adobe Illustrator files, users can now bring InDesign files into Adobe Express and instantly convert them into layered Adobe Express files for further editing or publishing.Adobe Lightroom Integration: Working in Adobe Express, users can browse and add photos from their Lightroom library to their designs -- right within the app. "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," said Zubair Khatry, Creative Studio Lead at Virgin Australia. PROTECT your brand with generative AI designed to be commercially safe with Adobe Firefly, and guardrails that 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: provide brand stewards and other teams with the ability to review and edit all planned social posts before publishing. Adobe recently enabled nearly 30,000 employees across every department with lockable branded templates, which protects brand while empowering teams to create the content they need to do their jobs. According to Chief Brand Officer Heather Freeland: "Empowering teams across the company with brand templates and assets is a powerful way to scale our brand, while enabling our creative teams to stay focused on the big idea." Integration with Adobe GenStudio Adobe Express for Enterprise is seamlessly integrated with Adobe Acrobat, Creative Cloud and AEM Assets, as well as Adobe GenStudio, the company's forthcoming end-to-end content lifecycle solution. Adobe GenStudio enables marketers to reuse existing brand-approved content, generate variations for digital channels, activate content in Adobe and third-party applications and measure content performance. Deeply integrated into Adobe GenStudio, Adobe Express supports the ability to remix approved assets and directly edit content without requiring specialized creative skills. Growing Adobe Express Ecosystem Sees Rapid Expansion Adobe Express is a trusted partner ecosystem for business users and teams with mission-critical integrations and more than 150 add-ons to enable seamless cross-app workflows that empower every customer to work where and how they want - easier, better and faster. The number of apps in the Adobe Express Add-On marketplace has more than tripled in the last year and includes apps that help users streamline workflows (Dropbox, Google Drive, and AEM Assets), enhance expressiveness (TikTok's Symphony Assistant and Commercial Music Library and HeyGen's AI Avatars) and support accessible and inclusive design (Contrast Checker and Color Blindness Simulator). Adobe Express has significantly expanded its reach over the last six months through integrations with NEW platform partners Box (beta), Hubspot and Webflow, which join existing partners, including Slack, Google (Google Slides, Google Drive, Google Photos), ChatGPT and Wix, as well as Adobe apps like Acrobat and GenStudio (beta) - meeting more enterprise users where they work. Adobe is also working with Microsoft to develop the Adobe Express Agent for Microsoft Copilot to unlock new levels of creativity and productivity for enterprise employees. Adobe and Miro are working together to integrate Adobe Express into Miro's visual workspace environment, fostering cross-functional collaboration and creative iteration for Miro's 80 million business users. More information about the growing Adobe Express ecosystem here. Pricing and Availability All new Adobe Express enterprise features will be available starting October 14, 2024. All third-party add-ons and platform integrations are available immediately. For more information, visit https://www.adobe.com/express/business. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe unveils new features to Express platform to support enterprise content creation | Digital | Campaign India

A major focus of Adobe Express is ensuring that the AI features are commercially safe, especially in terms of brand protection. Adobe has introduced a series of updates to its Adobe Express platform, designed to aid enterprises in streamlining on-brand content creation across teams and partners. These new capabilities aim to simplify the process for content supply chains, helping businesses maintain brand consistency while improving collaboration among teams and agencies. Launched in March as a mobile app for iOS and Android, Adobe Express brought many of the creative and AI-powered features of its desktop platform to handheld devices. This latest release expands on those capabilities, incorporating advanced features to support video, animation, design, and social media content production. Ad agencies and content creators are under increasing pressure to deliver engaging, on-brand content quickly and efficiently. As brands operate in an increasingly digital landscape, speed and quality in content production are critical for keeping up with market demands. The new features in Adobe Express have been designed to meet these needs, allowing both marketers and business users to create high-quality, professional content faster and with more ease. The use of AI-powered tools can significantly reduce the time required to develop content, enabling ad agencies to roll out campaigns with greater efficiency. Adobe's integration of generative AI via Adobe Firefly ensures that the content produced is not only visually appealing but also aligned with brand guidelines, helping companies maintain consistency across all channels. According to Govind Balakrishnan, senior vice president of Adobe Express and Creative Cloud Services, the company's focus is on making the creative process more accessible for enterprises. "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," he said. A significant part of Adobe's strategy involves integrating Express with its other products such as InDesign, Lightroom, and Creative Cloud. These integrations enable users to share work across applications, streamlining workflows and fostering better collaboration among teams and external partners. This development is particularly useful for large organisations with multiple teams working on different aspects of a campaign. Adobe Express allows for seamless transfer and modification of content, ensuring everyone is on the same page. With features like 'One-click Apply Brand', teams can enforce brand consistency by automatically applying approved brand elements across multiple pages. Zubair Khatry, creative studio lead at Virgin Australia, highlighted the platform's efficiency. "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," he stated. AI's role in speeding up content creation Artificial intelligence (AI) continues to play a pivotal role in Adobe's offerings, and the latest Express updates further enhance this. For example, the new 'Animate All' feature allows users to add motion to entire designs with a single click, automatically highlighting key information such as calls to action. The platform also introduces advanced support for creating infographics, tables, and more, helping to streamline the creation of complex visual assets. In addition, AI tools such as 'Rewrite Text' and 'Translate Text' enable users to rephrase, shorten, or modify the tone of copy with ease. The translation feature, which supports 46 languages, is particularly useful for companies with global audiences, helping ensure that messaging remains clear and consistent across different markets. Currently Adobe Express is available in Hindi, Bengali and Tamil in India. These AI tools are designed to empower users to produce high-quality, production-ready assets without requiring extensive design skills, making it easier for non-designers to contribute to the creative process. A major focus of Adobe Express is ensuring that the AI features are commercially safe, especially in terms of brand protection. Adobe Firefly, the generative AI engine behind many of the new features, includes guardrails that provide oversight for brand stewards. Features such as "Controlled Templates" allow creative studios to lock in specific design elements, ensuring that only approved assets are used in the final output. Shared calendars also provide an added layer of control, enabling brand teams to review and edit all planned social posts before they are published, helping to ensure that content aligns with the company's overall brand strategy. Ali Fuller, senior vice president of Experience at Workday, spoke on the importance of empowering employees with the right tools for content creation. "Empowering our employees with the tools needed to create compelling content and design assets is critical to driving employee productivity," Fuller said. Expanding the Adobe Express ecosystem Beyond the immediate content creation tools, Adobe Express has expanded its ecosystem through integrations with various third-party platforms. This includes partnerships with Box, Hubspot, and Webflow, joining existing partners such as Slack, Google, and Wix. These integrations allow users to manage their workflows more effectively, accessing Adobe Express tools directly within the platforms they already use. Adobe is also working with Microsoft to develop an Adobe Express agent for Microsoft Copilot, aiming to unlock new levels of creativity and productivity for enterprise employees. Additionally, an integration with Miro is in the works, enabling cross-functional collaboration within Miro's visual workspace, which serves over 80 million business users. Adobe is positioning Express as a key tool for enterprises that want to scale their content production while maintaining brand integrity. Its integration with Adobe GenStudio, the company's upcoming content lifecycle solution, will enable marketers to reuse brand-approved content, generate variations for digital channels, and measure content performance more effectively. The growing ecosystem around Adobe Express, with over 150 add-ons and integrations, further enhances its utility for businesses. By offering tools that empower every team member to contribute to content creation, Adobe claimed that it is helping companies adapt to the increasing demand for high-quality, on-brand content in today's digital marketplace. For ad agencies and content creators, these innovations could provide the tools required to meet the challenges of modern content creation while maintaining efficiency, brand consistency, and creative excellence.

Adobe Express updated with new features

Adobe this week announced a series of new features coming to Adobe Express, a platform aimed at mainstream users who need to create web pages and graphics. Among the new features, the platform now integrates better with Creative Cloud apps and provides new tools for text and shapes. As detailed by Adobe, the new version of Adobe Express brings features that make the platform more useful not only for ordinary users, but also for companies. For instance, it's now easier to work and share content seamlessly between Adobe Express, InDesign and Lightroom. Features powered by Firefly, Adobe's generative AI, have also been improved. Adobe Express users can now add movement to an entire design with just one click. The tool instantly animates every component including text, images, and shapes. You can also rearrange assets, make hand drawings and create graphs and tables easily with the update. Thanks to Firefly, users can now rephrase or shorten text, or even translate text into 46 different languages - all contextually aware. Users can even use of custom models trained on branded assets to create campaigns that match a brand's specific style or apply all brand elements and colors across multiple pages for one-click brand and visual consistency. "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," said Zubair Khatry, Creative Studio Lead at Virgin Australia. Adobe points out that Adobe Express is being used by many enterprise customers such as ABB, Ad Council, Aon, Dentsu, Havas, IBM, Red Hat, Owen Jones, Prudential, Tata Consultancy Services, Virgin Australia, and Workday. The new features will be rolled out to Adobe Express users starting October 14. The platform can be used online or via the iOS app.