New Adobe Express for Enterprise Makes It Easy to Accelerate On-Brand Content Creation and Production Across Teams
Adobe (Nasdaq:ADBE) has introduced Adobe Express for Enterprise, a new tool designed to enhance on-brand content creation across various business sectors. Powered by Adobe Firefly Image Model 3, the software offers advanced AI features, seamless integration with Adobe Creative Cloud, and brand control capabilities. Companies like IBM and Dentsu are already leveraging the tool to speed up content creation and increase project capacity. The software promises a 70% reduction in time to market and a 30% increase in project capacity. Adobe Express also supports interoperability with Adobe GenStudio, enabling easy adaptation and reuse of brand-approved content. The new release aims to help businesses create visually appealing content faster, targeting marketing, sales, and communication teams.
- New AI-powered features accelerate on-brand content creation.
- 70% reduction in time to market reported by Dentsu.
- 30% increase in project capacity for IBM Consulting.
- Seamless integration with Adobe Creative Cloud and Adobe GenStudio.
- Customizable templates and brand controls for consistency.
- Increase in engagement by 35% and cost reduction by 17% for Adobe's own teams.
- IP indemnification for images generated with Firefly, adding assurance.
- Support for automated content creation and bulk generation.
- No concrete revenue impact or financial benefits immediately reported.
- Dependence on AI models may introduce risks and uncertainties.
- Potential for high initial investment for full enterprise integration.
Insights
Adobe's introduction of Adobe Express for Enterprise represents a notable advancement in content creation tools, particularly for large organizations. The integration of Firefly Image Model 3, which leverages AI to generate photorealistic images and streamline the design process, provides companies with powerful tools to meet the increasing demand for personalized and on-brand content.
One critical aspect is the app's interoperability with other Adobe products like Photoshop, Illustrator and Acrobat. This seamless integration reduces the friction typically associated with transferring and adapting content across different platforms, making it easier for teams to collaborate and ensure brand consistency.
Moreover, the application’s AI-driven capabilities such as Text to Image, Text to Template and Generative Fill can substantially reduce the time and effort required to produce high-quality marketing materials. This can result in significant cost savings and faster time-to-market for marketing campaigns, which is important in a rapidly changing digital landscape.
For tech-savvy investors, the real value lies in the enhanced productivity and the potential for widespread adoption among enterprise clients. The incorporation of features like IP indemnification and Content Credentials for AI-generated content also addresses common concerns around the use of generative AI, potentially accelerating enterprise adoption.
From a market perspective, Adobe Express for Enterprise could significantly impact the company's position within the content creation and management space. By offering a comprehensive suite that combines brand management, AI-driven creative tools and seamless workflows, Adobe positions itself as a one-stop solution for enterprise content needs.
The strategic partnerships mentioned, such as those with IBM and Dentsu, indicate strong market validation and could lead to increased client trust and market penetration. The reported 70% reduction in time to market and 30% increase in project capacity for IBM using Adobe Express underscores the practical benefits and efficiency gains that clients can expect.
This product can attract a broader range of business users, from marketing to human resources, thereby expanding Adobe's market reach beyond traditional creative professionals. The integration with Microsoft 365 apps via an Adobe Express Extension for Microsoft Copilot further broadens this reach by embedding creative tools directly within commonly used business applications.
Overall, the announcement should be seen as a positive development for Adobe, enhancing its competitive edge and potentially driving higher revenue through increased enterprise adoption.
The introduction of Adobe Express for Enterprise could have significant financial implications for Adobe. The product targets a critical market need for faster, more efficient content creation and brand management across large organizations. Considering Adobe's strong financial performance in recent years, this new offering can be seen as a strategic move to solidify its leadership in the creative software sector.
From a financial perspective, the substantial productivity gains reported by clients, such as IBM and Dentsu, could translate into higher client retention and new customer acquisition. The potential for a 70% faster time to market and reduced costs as stated in the article suggests that Adobe's clients will see a tangible ROI, thereby justifying the investment in Adobe's solutions.
Furthermore, the integration of AI-based features like Firefly Image Model 3, which provides commercially safe generative content, is likely to be a strong selling point. As businesses continue to look for ways to streamline operations and cut costs, Adobe's ability to offer a comprehensive, integrated solution could lead to increased sales and higher overall revenues.
Given these factors, Adobe Express for Enterprise holds the potential for positive long-term financial outcomes.
- Adobe Express for Enterprise delivers powerful brand control, support for automated content creation and AI-based creation with Firefly Image Model 3, designed to be commercially safe
- Streamlined interoperability with Adobe Photoshop, Adobe Illustrator and Adobe Acrobat combined with granular brand controls enable organizations to easily create compelling, on-brand visual content
- Leading enterprises and agencies like IBM, Dentsu and others are turning to Adobe Express for Enterprise to empower marketing, sales, human resources professionals and communications teams to visually communicate more quickly and with greater impact
The new advances include Brand Controls, Bulk Create, Generate and Firefly Custom Models, enabling 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.
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.”
Global Brands and Agencies Increase Speed and Efficiency with Adobe Express for Enterprise
IBM marketing teams are personalizing content using Adobe Express for Enterprise. According to Jonathan Adashek, senior vice president, marketing and communications at IBM, “Marketers are looking for trusted AI that seamlessly integrates into their work. Adobe Express for Enterprise is empowering marketers at IBM to create on-brand content aligned to business objectives that delivers compelling, personalized experiences to targeted audiences."
IBM Consulting is partnering with Adobe to help clients leverage Firefly-powered workflows in Express to create commercially safe content with unprecedented ease and speed and modernize their content supply chains. Clients can expect to see a
Other large brands and agencies using Adobe Express to create on-brand content faster and more efficiently include:
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Dentsu, one of the largest global marketing and advertising agency networks in the world, saw a
70% faster time to market by empowering marketers to self-serve. - Red Hat, the world's leading provider of enterprise open-source solutions, is using Adobe Express in its marketing organization. Leveraging Adobe Express templates, marketers can create their own assets on demand and rapidly scale up for digital campaigns, product marketing and events. Empowering marketers with Adobe Express enables Red Hat to accomplish in minutes what used to take days. The integration between Adobe Creative Cloud and Adobe Express streamlines Red Hat's design workflow, giving creative teams more bandwidth to design new ways of engaging customers.
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Owen Jones, a brand experience agency, saw a
40% -time savings on content versioning when clients were able to make self-serve changes with Adobe Express.
Adobe’s own marketing and communications teams are also using Adobe Express for Enterprise across a variety of use cases. According to Stacy Martinet, vice president, marketing strategy and communications at Adobe, the social media team is leveraging Adobe Express templates from the creative studio to make and activate more content quicker, which also enables the team to test and optimize content at a much faster pace. As a result, the team has increased time to market by 12X, improved engagement by
Using Adobe Express for Enterprise, Adobe’s sales team also has reduced delivery time for client assets from two to three weeks to just 30 minutes, helping them close deals and realize revenue faster.
Fast, Efficient Content Creation – Powered by AI Designed to be Safe for Business
Adobe Express features powered by Firefly generative AI models are designed to be safe for business so enterprises can deploy the app broadly with confidence. 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 today, 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.
Coming soon, 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, localize 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 presentation 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.
Save the Date
Adobe will share more about these latest innovations and how Adobe Express is supercharging content creation and production across leading brands and agencies at an Adobe Express for Enterprise virtual event on June 11.
About Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240521790975/en/
Marlee Bever
Adobe
mbever@adobe.com
Source: Adobe
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