There are many tools for creating content, whether it’s photos, videos, or documents for marketing or sales purposes. Adobe Express is how the company hopes to satisfy the voracious appetite of users who need fast content creation tools accessible from virtually any device. Adobe launched Express late last year to fulfill its promise of bringing the best of Adobe to everyone. The way Adobe updates Express is through a rolling update series with hundreds of updates over the last ten months. At this year’s Adobe MAX, there is now a small preview of what Adobe hopes to accomplish with Adobe Express with nearly a year of development. Adobe is only scratching the surface of what the company hopes to achieve with Express, which is amazing when you consider how much it can do for users.
Adobe Express already provides creators with over 22,000 licensed Adobe fonts and 193 million assets, including royalty-free images and templates. Adobe Express is the company’s platform for creating mixed media, with many of the best features of its cloud apps bundled into a single editing experience. One of the newest features of Adobe Express is the ability to add connectivity to Adobe Creative Cloud apps that use the new Libraries for Collaboration feature. Adobe hopes to build on this feature by enabling real-time collaboration across different documents and files so users can cooperate faster. Adobe Express is also using AI to provide model recommendations based on the project already underway, which leverages Adobe’s Sensei predictive AI. The use of AI in creative media will only increase, especially with Adobe allowing more users to access these features through Express.
The new content scheduler allows a user to schedule and publish social media content across multiple platforms in a sleek and visually simplified user experience and is free to use but metered for premium use. Many Quick Actions also represent some of the most common tasks an average person might need during a typical day. These features cover image and video editing like resizing, converting to GIF, converting to MP4, trimming video, resizing video, merging videos, deleting a background, cropping an image, generating a QR code, or converting files to or from PDF. In each of these tasks, Adobe leverages different Adobe products to speed up Express quick actions, such as Adobe Acrobat for PDFs, Adobe Premiere for video editing, and Adobe Photoshop for image editing. This is how you can see that Adobe is bringing the best of Adobe’s various purpose-built products into one place that everyone can enjoy. Adobe’s capabilities with Express are enhanced with generative AI capabilities that can help generate unique fonts, images, and backgrounds, just to get started. Adobe says these features are just the tip of the iceberg of what the company hopes to accomplish with Express, as it aims to increase generative AI capabilities, live co-editing capabilities, and connectivity between its Apps and Express.
New growth and partnerships
While Adobe announced many new partnerships at Adobe MAX, the company also talked about some of the moments it has already created with teachers and students, with more than 43 million students and teachers across the K-12 using Adobe Express for Education. One of the ways Adobe has grown Express for Education so much is by supporting Adobe Express add-ons for Google Classroom, Clever, and Classlink, making Adobe Express an integral part of everyday classroom software. Adobe is also working with educational platforms such as Chegg to make Adobe Express Premium available to eight million students online to help teach students to be creative and digitally savvy. I took my access to Adobe products for granted in school, but now I see how beneficial my experience with these tools has become in my career and how access can help others as well.
Adobe Express also partners with Wix, one of the world’s leading website builders and hosting platforms. Wix will integrate Adobe Express features into Wix Media Manager so that creators and businesses can more easily manage and edit content on their pages without having to leave the site. In addition to Wix, Adobe has partnered with Meta on an Express Your Brand initiative, which aims to teach small business owners how to use Adobe Express with free training sessions. That said, Adobe offers Express for free and has plenty of free templates and training sessions. So these are probably more targeted at small business owners using Facebook and Instagram.
Adobe Express is built on a freemium model, giving it away for free but leaving more premium features behind with a $9.99 subscription. This subscription grants access to more fonts, more templates, and removes caps on features such as scheduled publications. However, Adobe Express is free for all students and teachers through Adobe Express for Education. I think it’s a great way for Adobe to expose the power of its apps to a new generation of users. With Adobe Express available on mobile devices and web browsers, it’s as accessible as ever at an equally accessible price. Adobe also offers a free version of Express for Nonprofits through Express for Nonprofits, with a cap of up to 10 users having free access to Adobe Express premium.
I think Adobe is doing something inspiring with Adobe Express, making its most popular features in its cloud apps available to virtually anyone, anywhere, on any device. I’m also already seeing how Express can be used with Adobe’s creative cloud apps to improve collaboration and ease of posting to social media platforms. Sure, there are more complex tools for professionals, but tons of people also need a simpler user interface and easy access to tools from Express today. I believe Adobe’s ultimate goal is to create as large a user base as possible with Adobe Express, which then nurtures more new users who want access to its more powerful applications like Premiere Pro and Photoshop to gain control more granular content, while still being able to use Express as a way to share and collaborate across those apps and with colleagues, friends, and family.
Note: Moor Insights & Strategy writers and editors may have contributed to this article.
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Patrick Moorhead, Founder, CEO and Chief Analyst of Moor Insights & Strategy, is an investor in dMY Technology Group Inc. VI, Dreamium Labs, Groq, Luminar Technologies, MemryX and Movand