How Adobe Express helps teams create smarter, faster & on-brand
As brands compete for attention across digital channels, every company has become a content company — and increasingly, an AI-powered one. Visuals and video are now the universal language of modern communication, and the demand for timely, relevant content has never been higher. Employees across functions are expected to create compelling, on-brand assets at speed — often without traditional design experience. That’s a fundamental shift in how organizations operate, and it’s clear the old creative models can’t keep up.
In this new landscape, it’s not enough for content to simply exist — it needs to spark interest, inspire action and feel culturally relevant in the moment. Take social media as an example — it has shifted from a social graph to an interest graph, where people discover content through passion points, not just connections. To break through, brands must deliver content that reflects those interests — fast. Meanwhile, business professionals are looking for AI-first, purpose-built tools that let them go from idea to output instantly without compromising quality. That’s where Adobe Express comes in.
Here at Adobe, we’re using Adobe Express to empower employees across the company to create high-quality, on-brand content quickly. More than just a creative or productivity tool, Adobe Express is foundational to our content operations — elevating content across a range of marketing programs, from everyday needs to global campaigns — with user-friendly features and built-in collaboration capabilities.
I talked about how Adobe Express is changing the way teams create in a recent discussion. The conversation centered on a powerful idea: democratizing content creation across the organization without compromising brand consistency. When more people have access to intuitive creative tools, the entire business benefits.
How Adobe Express delivers value
Whether creating animated carousels for Instagram, dynamic customer presentations or reusable event brand kits, Adobe Express has proven an incredibly versatile tool for our marketing, communications, sales and employee experience teams.
Here’s what we’ve seen already from putting Adobe Express in the hands of teams across Adobe:
- Faster self-service content creation: Any employee, regardless of design experience, can create high-quality, on-brand content using templates, brand kits and easy-to-use tools.
- More content faster: Teams are producing timelier, culturally relevant content while reducing time to market — delivering on both timelines and budgets.
- Built-in brand consistency: Brand kits and templates ensure all content aligns with Adobe’s brand guidelines across campaigns, teams and geographies.
- Smarter use of resources: As marketing and communications teams are being asked to do more with less, Adobe Express enables scalable content creation for events and campaigns — without overburdening design teams, who now have more time to focus on innovation and campaign-level thinking.
- A gateway to AI-powered workflows: Adobe Express provides a simple, approachable way to onboard employees into AI-enhanced creative workflows with features like text-to-image, background removal and automated resizing. This helps teams build confidence with new tools while accelerating productivity and creative output.
In-house creativity made possible by Adobe Express
Over the last year, multiple teams across Adobe have transformed how they create assets for various use cases. Adobe Express was central to our global brand refresh, but that was just the beginning. Here are a few more examples:
Social media
Our global social media team significantly increased the content they put out by building a library of customizable templates in Adobe Express. These ready-to-use assets empower non-designers across the team to quickly create on-brand content during major moments like Adobe MAX and Adobe Summit. The team freed up time to focus on higher-impact work, such as real-time event coverage and large-scale video production. Today, more than 50 employees and agency partners across our social media team use Adobe Express to support new content workflows — unlocking creative capacity that previously didn’t exist.
Example of Asset Kits developed by the social team for events like Adobe MAX and Sundance
Global events
For Adobe Summit 2025, our global events team created a sponsor kit in Adobe Express, which they then shared with 120+ partners worldwide. Built-in brand controls ensured consistency, while remixable assets allowed our partners to customize and publish quickly on their social channels. This was a big unlock for the team, enabling us to do more to support our partners with tailored, social-first content that meets the moment and maximizes impact.
Sponsor template for Adobe Summit 2025 in Adobe Express
B2B marketing
The B2B marketing team uses Adobe Express to create customizable asset kits for bespoke B2B events like “Make It,” which spans multiple cities around the globe. The team developed more than 150 assets across 10+ templates, resulting in approximately 5,000 localized variations. They’ve cut time to market from days to hours — all while staying on-brand. This process created an opportunity to deliver relevant content to customers faster, something that can scale up for our larger events like Adobe MAX.
Event assets created in Adobe Express enabled team members to easily update copy
and CTAs, ensuring the content is relevant and on-brand.
Employee communications
Our employee communications team set out to reimagine how we share company news and updates with “The Wrap,” a bi-weekly newsletter designed to boost awareness and engagement built using a suite of Adobe tools. The results have been impressive. Recap videos that previously took three days to produce and cost $5,000 each can now be created in just over an hour with Adobe Express. This shift has led to an estimated annual savings of approximately $150K and a 45 percent increase in click-through rates. The newsletter's success led to the development of an internal how-to guide, which helps other teams across Adobe integrate Express into their own content workflows.
The two-minute recap video at the top of the newsletter is created and edited in
Adobe Express with a script generated by Acrobat AI Assistant.
Employee experience
From recruitment to onboarding and beyond, Adobe Express is helping our people organization streamline communication, increase engagement and empower employees to easily create on-brand content for every phase of the employee experience.
- Recruitment and talent marketing: The Talent Acquisition Operations team uses web pages built with Adobe Express to provide the talent acquisition organization and hiring managers with up-to-date training and enablement resources. Talent Marketing leverages branded templates to scale recruitment efforts across global markets, including using Adobe Express web pages to present quarterly reviews to global talent acquisition leaders and key partners.
- University talent engagement: The University Talent team has replaced multiple emails with centralized, easy-to-access information hubs built in Adobe Express to improve communication with Adobe interns, new graduates and managers.
Example of flyers created in Adobe Express for university events
Onboarding new hires: The Global Onboarding team has been piloting a 30-minute session called “ Creating and sharing using Adobe Firefly and Express " that invites new hires to create and share content about themselves using social media templates in Adobe Express.
The “Creating and sharing using Adobe Firefly and Express" activity connects new hires.
It allows them to experience Adobe Express firsthand within their first few days.
Business development
Our Business Development Representatives (BDRs) have reimagined how they engage with customers using Adobe Express templates and Adobe Firefly’s generative AI features to quickly create, personalize and scale on-brand content for each account. This shift has driven a 300 percent increase in communication volume, a 50 percent improvement in content creation efficiency, and a 160 percent boost in event registrations. And because Adobe Express is mobile-friendly, BDRs can easily create and share content wherever they are.
Adobe Express has revolutionized how the BDR team creates and scales
personalized content across some of their largest client accounts.
Creative empowerment drives business momentum
Business professionals today aren’t just looking for tools, they’re looking for purpose-built solutions that solve for speed, personalization and performance. Adobe Express sits at the intersection of productivity, creativity and AI, offering a simple yet powerful way to onboard teams into the future of content creation. It enables any organization to meet rising content demands while scaling creativity — not just productivity.
If you’re exploring how to bring more content creation power to your own teams, I encourage you to check out our recent sessions, The Adobe Express Playbook for Content Creation. You’ll hear best practices, real-world examples, and how you too can apply these principles across your team.
Access Adobe Express inside your desktop browser or download our iOS or Android apps. Learn more about Adobe Express for Business and explore the many integrations and add-ons available in the growing Adobe Express ecosystem.