Adobe unveils new features to Express platform to support enterprise content creation

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,” she 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.