As consumer demand for personalized content skyrockets, Adobe is targeting enterprise customers with two key capabilities: brand consistency and business-safe AI.
The company on Tuesday announced Express for Enterprise, a new business-first version of its content creation platform. Powered by Adobe's Firefly Image Model 3, Express for Enterprise aims to be an end-to-end suite for communications and marketing teams that prioritize efficiency, speed, and safety.
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The platform aims to help enterprise users automate content creation and streamline multi-team collaboration without compromising brand consistency. Features like template locking and style controls that are now available ensure that your brand remains legible even if you change hands on a project.
Adobe's release says bulk authoring and generation capabilities allow users to create variations of a single design in “seconds,” while the generate copy option allows marketing teams to test messaging across different channels and designs. This will help you specify. Together, these feature suites allow users to recycle, segment, and update content for time-sensitive campaigns and faster output.
With Express for Enterprise, teams can take full advantage of Firefly-powered tools like Text to Image, Generative Fill, Auto-Translate, and other time-saving AI capabilities to create differentiated Content can now be created “in just a few clicks.” Firefly also allows teams to generate new content that incorporates the “style, mood, lighting, layout, or composition” of selected reference images.
With Firefly Custom Models, marketers can create images that better align with their brand by using existing content as sample training data.
By backing the platform with Firefly, Adobe aims to address marketers' need for a commercially safe image generator. “Adobe Express' capabilities, powered by Firefly-generated AI models, are designed to be secure for business, so enterprises can deploy apps broadly with confidence,” the release says. .
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But while the debate over the appropriate licensing of ML training data is still ongoing, and some image generators take more precautions than others, there are no truly foolproof options when it comes to AI-generated images. Whether it exists or not is still unknown.
That said, this release specifies certain protections and guarantees for users. “Adobe provides enterprise customers with intellectual property coverage for images generated with Firefly, providing additional assurance for brands,” the company explains. “Content credentials are automatically attached to digital content created or edited with Firefly on Adobe Express to provide transparency around the use of generative AI in the creative process, enabling digital nutrition to build trust with audiences.” A label will be provided.
Like the base version of Express, the new platform integrates with Acrobat, Creative Cloud, and Experience Manager Assets, the company's digital asset management tool. It will also integrate with GenStudio, an “end-to-end content lifecycle app” that Adobe announced in March but has not yet released.
Similar to how Express for Enterprise is described, GenStudio helps marketing teams not only reuse and measure approved content, but also “activate” it in third-party apps, according to the release. “Tightly integrated into Adobe GenStudio, Adobe Express for Enterprise supports the ability to remix approved assets and edit content directly without the need for specialized creative skills,” the announcement added.
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Adobe appears to be building Express for Enterprise to be accessible to more types of team members: the platform will enable more people than ever before to create and publish content across channels, making workflows between social, marketing, sales, and communications teams more efficient.
According to the release, “Adobe Express for Enterprise enables Adobe sales teams to reduce delivery time for customer assets from two to three weeks to just 30 minutes, helping them close deals and realize revenue faster. became.”
Adobe has partnered with IBM Consulting to help clients “modernize their content supply chain” with Express for Enterprise, the release said. “Clients can expect to increase project capacity by 30% and reduce time to market by 70% by distributing creative production tasks across a more diverse team of experts and delivering more personalized, brand-compliant digital assets at scale.”
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Separately, Adobe is working with Microsoft to develop an Express extension for Copilot. This will allow users to create videos, animations, social content, flyers, and more in Microsoft 365 apps using simple prompts in his Copilot chat.
Adobe added that further updates will be announced at the Express for Enterprise virtual event on June 11th.
