Adobe Express for Enterprise claims to accelerate on-brand content creation and production

Adds brand control, support for automated content creation and AI-based creation with Firefly Image Model 3, designed to be commercially safe

BuzzInContent Bureau
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Adobe Express for Enterprise

Delhi: Adobe on Wednesday announced the new Adobe Express for Enterprise, which promises to empower businesses to accelerate marketing content creation and extend easy, on-brand content production to communications, sales and other business users. 

Adobe Express for Enterprise is powered by Adobe Firefly Image Model 3, which provides photorealistic outputs, and speed from prompts to generations and is designed to be commercially safe.

The new advances include Brand Controls, Bulk Create, Generate and Firefly Custom Models. 

Through the new tools, Adobe is attempting to enable marketers to reuse and adapt content for upcoming campaigns and localize campaign assets for different regions. 

“Sales teams can effortlessly create and customize engaging materials for clients and prospects, and internal and external communications teams can design content for stakeholders – quickly and easily,” the tech giant said in a press statement. 

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 app. 

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 for Enterprise supports the ability to remix approved assets and directly edit content without requiring specialized creative skills.

“With the exponential growth in demand for personalized experiences, companies must find new ways to supercharge the production of content that connects with customers and elevates their brands,” said Govind Balakrishnan, senior vice president, Adobe Express Product Group and Creative Cloud Services at Adobe. “Adobe Express for Enterprise is the only solution that brings together enterprise-grade brand management, intuitive tools, advanced AI designed to be safe for business and seamless workflows with world-class creative apps – empowering individuals across the enterprise to produce more impactful, on-brand content faster than ever before.”

Powered by Firefly generative AI models, Adobe Express features are designed to be safe for business so enterprises can deploy the app broadly with confidence, the company said. 

Firefly-powered advances like Text to Image, Text to Template, Text Effects, Generative Fill and other features like auto-translate, are deeply integrated into Adobe Express workflows, enabling marketers to deliver campaigns faster, instantly generating, translating and customizing production-ready assets and creating endless variations in just a few clicks at greater scale and lower costs.

Starting Wednesday, Firefly Image Model 3 is available directly in Adobe Express – the latest Adobe image model delivering stunning advancements that unlock unprecedented quality, control and variety of output through new features. For example, users can upload reference images and use Firefly to generate new images based on the style, mood, lighting, layout or composition of the reference images with a simple prompt.

Adobe offers enterprise customers IP indemnification for imagery generated with Firefly, giving brands additional assurance. To provide transparency around the use of generative AI in the creative process, Content Credentials are automatically attached to digital content created or edited with Firefly in Adobe Express, providing a digital nutrition label that builds trust with audiences.

In future, Firefly Custom Models will be available in Adobe Express so enterprise customers can create bespoke Firefly models to generate images with stronger brand identity across tools, teams and marketing touchpoints.

Bulk Create and Generate will allow marketers to create design variations – including generate images – in seconds. Marketers will also be able to leverage generate copy to create and test messaging performance and adapt to channels and design types at the speed of AI.

On-brand content for everyone in the enterprise

The new advances in Adobe Express for Enterprise enable everyone to stay on-brand. With template locking and style controls, brand stewards can share approved content for others to re-use, localise or make last-mile edits. 

Interoperability between Adobe Express, Photoshop and Illustrator bridges creative and marketing workflows, keeping assets on brand and always up to date. Starting today, leaders can also leverage template controls and Firefly Custom Models to curate access to assets and templates as well as lock important brand elements.

With support from Projects, teams can collaborate efficiently by sharing brand assets, libraries, files and more in a dedicated space. For non-marketers, Adobe Express for Enterprise makes it fast and easy to remove backgrounds, convert to a GIF, generate QR images or make explainer videos, flyers, presentations, banners or social posts. Enterprise employees can also leverage new presentations and enhanced print capabilities.

Everyone in the enterprise can level up their presentations, reports, cover sheets and more with Adobe Express for Enterprise and Adobe Acrobat. It's simple to access Adobe Express features and capabilities from Adobe Acrobat, including a collection of professionally designed templates and Adobe Stock images, videos, or music tracks, to quickly create high-quality content.

Adobe is also working with Microsoft to develop Adobe Express Extension for Microsoft Copilot to unlock new levels of creativity and productivity for employees. When it launches, the extension will empower everyone to easily create on-brand content within Microsoft 365 apps with a simple prompt –from engaging videos, animations, social, banners, flyers and more – directly in the Copilot chat and without disrupting their workflows.