Adobe makes Express and Firefly for Enterprise happen
Enterprise customers get new generative AI and graphic design tools from Adobe
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Adobe Expresshas been getting a lot of attention from the creative apps maker lately - yesterday we revealed that the new Express betafeatures Firefly integration. But that’s not the whole story.
Announced atAdobe Summit 2023in London, the easy-to-usegraphic design softwareand its freshly built-inAI art generatoris now available to enterprise customers.
According to the company, “every employee across an organization, at any creative skill level, to use Firefly to generate beautiful, on-brand, ready-to-share content.” And that’s not the only new business features found in the new-lookAdobeExpress.
Creating and collaborating
Adobe Express occupies an interesting space in the firm’s creative stack. While drawing on the powerful tools found in Adobe’s professionaldigital art software, Express lets anyone create and edit designs that fit the brand. It also means design teams don’t have to get involved in making minor tweaks. Less complex thanPhotoshopandIllustrator, it’s designed for high-quality, high-velocity content production. Think social media ads, blog graphics, online brand promos.
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It’s long been a popular tool for content creators and marketers - and its new iteration feels as much a show of faith in the product as it is an attempt to edge outCanva, which harbors similar designs on enterprise customers. But with companies of all sizes looking at how gen AI can help increase efficiencies, the Firefly integration - which can be accessed through the standalone app, Adobe Express, andCreative Cloud- could turn many a business head.
Chiefly because Firefly for Enterprise is designed to be what Adobe calls “commercially safe”. In other words, it’s been trained on copyright-free imagery. With Content Credentials, Firefly also automatically tags images to let consumers know generative AI was used in its creation. It can add other information, too, like an artist’s name, date, and even the tools used to create the image. On that note, we absolutely used Firefly in Express to create the artwork accompanying this article.
The company also intends to introduce IP indemnity for enterprise customers, footing the legal bill (or some of it, at least) should a copyright claim arise.
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Elsewhere, users will find a raft of new tools and features across Adobe Express. This includes deeper integration with Adobe apps includingPhotoshopand Experience Manager, an expanded library ofstock photosandstock videos, and new animations for assets powered byAdobe Character Animator. There’s even increasedPDF editorsupport, simplifying the import and editing process.
With an eye to the future, Adobe also said it’s working on letting businesses train Firefly with their own branded assets, to generate brand-specific content. There’s no word on when to expect this option, but it could prove to be a game-changer for commercial graphic design.
The latest version of the Adobe Express beta is available now on desktop, although a mobile version is on its way.
Steve is TechRadar Pro’s B2B Editor for Creative & Hardware. He began in tech journalism reviewing photo editors and video editing software at the magazine Web User, where he also covered technology news, features, and how-to guides. Today, he and his team of reviewers test out a range of creative software, hardware, and office furniture. Once upon a time, he wrote TV commercials and movie trailers. Relentless champion of the Oxford comma.
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