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Adobe unveils Express with Firefly aiding content sharing
Sat, 10th Jun 2023

On June 9, Adobe kicked off Adobe Summit EMEA 2023, its digital experience conference, by introducing a new beta version of Adobe Express. This all-in-one content creation app makes it fast, easy and fun to design and share standout social media posts, videos, images, PDFs, flyers, logos, and more. 

“Powered by Adobe’s creative technology, and now with Adobe Firefly, Adobe’s family of creative generative AI models, embedded directly into content workflows, Express is revolutionising the way everyone - from creative professionals, creators, students, enterprises and brands - can create, collaborate and share standout content at the speed of their imaginations,” says the company. 

“The latest version of Express brings the power and precision of Adobe’s popular photo, design, video, document, and generative AI tools into a new all-in-one editor, making tasks like creating standout social video content, touching up images, editing PDFs, and laying out amazing designs, fast and easy.” 

With PDF support integrated into the all-in-one editor, it’s now easier to import, edit and enhance PDFs to create visually stunning documents. Seamless integration with Adobe Creative Cloud and Adobe Experience Manager makes it simple to stay synced across applications, collaborate in real-time, and deliver on-brand content at scale, whether you’re an individual, small business or large enterprise.

Firefly is now embedded directly into Express workflows, enabling creators at all skill levels to generate images and text effects with simple text prompts to enhance social media posts, posters, flyers, and more. 

Integrating Firefly, a differentiated generative AI offering training on a unique dataset, with Express will allow enterprises to produce limitless variations of on-brand creative collateral, scaling content creation beyond creative teams. 

Firefly content is trained on a unique dataset and tagged with Content Credentials, bringing critical trust and transparency to digital content wherever it travels. Firefly in Express makes creating standout content even more accessible, bringing more AI power to the most extensive collection of beautiful, high-quality designs and video templates, photos, music, and assets for inspiration to get started.

“The new release of Adobe Express brings together technology from Photoshop, Illustrator, Premiere and Acrobat with our Firefly generative AI models into a fun and easy web application experience allowing everyone, from individuals to large organisations to create content that stands out,” says David Wadhwani, president of digital media business at Adobe. “Creators can now make stunning videos, designs and documents faster than ever before  and our seamless workflows with our flagship applications give Creative Cloud subscribers even more control over the creative process.”

“Express is the perfect web complement to Creative Cloud, Experience Cloud and Acrobat applications. Now Creative Cloud members can seamlessly import, edit, and stay synced across applications, collaborate in real-time, and action quick tasks for social media creations or concept approval, all while empowering teams to stay on brand.” 

For enterprises, seamless integration with Creative Cloud applications and Experience Manager democratises creativity beyond design teams, enabling organisations to create, collaborate and deliver content velocity at scale. 

Small and medium business owners can easily plan, schedule, preview, and publish standout content from one place. 

Students can now work more collaboratively in real time to create shared projects, school posters, webpages, animated videos and more. At the same time, educators can get started quickly to create standout infographics, book reports and more by quickly adding unique visual elements, animation, and effects.

“In addition, Adobe is partnering with Google to bring Firefly and Express to Bard, Google’s experimental conversational AI service. In the coming months, Firefly will become the premier generative AI partner for Bard, powering and highlighting text-to-image capabilities. With the new Bard by Google integration, users at all skill levels will be able to describe their vision to Bard in their own words to create Firefly generated images directly in Bard, and then modify them using Express to create standout social posts, posters, flyers and more with inspiration from the largest collection of beautiful, high-quality templates and assets,” informs Wadhwani.  

He also details several additional innovations in Adobe Express.

The new all-in-one editor allows users to make high-impact design elements, engaging video and images, stunning PDFs, animation, and standout content ready for Instagram, TikTok and all their favourite channels and platforms.

Firefly integrated into Express allows generating of custom images and text effects from just a description, using Text to Image and Text Effects features.

New video, multiple page templates, and design elements bring even more inspiration to the most extensive collection of beautiful, high-quality content, now with nearly 200 million assets, including video and design templates, royalty-free Adobe Stock images, video and audio assets, almost 22,000 fonts, plus more icons, backgrounds, and shapes. 

PDF support in the new all-in-one editor makes it even easier to import, edit and enhance documents to create visually stunning PDFs.

More AI power helps creators to take the guesswork out of the design and quickly find the perfect addition to content or get personalised template recommendations that fit unique styles, to create social media posts, videos, posters, flyers and more.

Quick actions like removing background in images and videos, animating a character using just audio, converting to GIF, and editing PDFs, make it even easier to create standout content quickly and simply.

Real-time collaboration and seamless review and commenting capabilities speed up the creation process. Easily access, edit, and work with creative assets from Photoshop and Illustrator directly within Express or add linked files that always stay in sync across apps.

Animations like Fade In, Pop, Flicker, Bungee bring text, photos, videos, and assets to life in a new way. With Animate from Audio, powered by Adobe Character Animator, watch characters come to life with lips and gestures syncing to recorded dialogue.

“The latest release of Adobe Express is now available in beta. Customers can access Adobe Express beta for desktop, available free to all users, while the mobile version is coming soon. For existing Adobe Creative Cloud members, the Adobe Express premium plan is included,” concludes Wadhwani.