What Adobe’s new AI-powered Express for Enterprise can do for business teams

As consumer demand for personalized content skyrockets, Adobe is targeting enterprise customers with two key capabilities: brand consistency and business-safe AI.
On Tuesday, the company announced Express for Enterprise is the new enterprise business-first version. Content creation platformPowered 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 security.

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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.

Bulk authoring and generation capabilities allow users to create variations of a single design “in seconds,” and copy generation options allow marketing teams to test messages across different channels and designs, according to an Adobe release. You can now 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 features to differentiate themselves “with just a few clicks.” You can now create personalized content, the release states. . Firefly also allows teams to generate new content that incorporates the “style, mood, lighting, layout, and 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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However, the appropriate licensing of ML training data continues to be debated.Still developingWhile some image generation tools take more precautions than others, it’s still unclear whether there are truly foolproof options when it comes to AI-generated images.

That said, this release specifies certain protections and guarantees for users. “Adobe offers IP coverage to enterprise customers for images generated with Firefly, giving brands added peace of mind,” the company said. “To provide transparency regarding the use of generative AI in the creative process,Content authentication informationAutomatically attach to digital content created or edited with Firefly on Adobe Express to provide digital nutrition labels that build trust with your audience. ”

Like the basic version of Express, the new platform integrates with Acrobat, Creative Cloud, and the company’s digital asset management tool, Experience Manager Assets. GenStudiois 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 reuse and measure approved content and “activate” it in third-party apps, according to the release. “Tightly integrated with 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 adds.

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Adobe appears to be building Express for Enterprise to be accessible to more types of team members. The platform allows more people to create and publish content across channels than ever before, making workflows between social, marketing, sales, and communications teams more efficient.

“With Adobe Express for Enterprise, Adobe sales teams can reduce delivery time for client assets from two to three weeks to just 30 minutes, helping them close deals and realize revenue faster,” according to the release. became.”

Adobe is partnering with IBM Consulting to help customers “modernize their content supply chains” with Express for Enterprise, the release said. “By distributing creative production tasks across a more diverse team of experts and delivering more personalized, brand-compliant digital assets at scale, our customers have increased project capacity by 30% and accelerated time-to-market. You can expect a 70% time savings.”

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Separately, Adobe is working with Microsoft to First Officer This allows users to create videos, animations, social content, flyers, and more in Microsoft 365 apps using simple prompts in Copilot chat.

Adobe added that further updates will be announced at its Express for Enterprise virtual event on June 11.