Companies including IBM Consulting, Dentsu, Red Hat and Owen Jones already use Express in their work for tasks, including ad hoc creation of branded marketing materials and fast content versioning.
The company claims to have addressed one major concern raised by enterprise users seeking to use genAI for image creation: copyright. Trained on public domain assets and images it owns, Adobe has built Firefly to be a system capable of creating commercially safe (as in copyright free) images. Imagery generated with its solution is IP indemnified.
What it means to business
In brief, Adobe Express for Enterprise aims to enable businesses to generate the sheer quantities of personalized content required for customer communications in a multiplatform, social media-connected age. Govind Balakrisnan, Adobe senior vice president, Express Product Group and Creative Cloud Services, promises it will help “fill the content gap,” while maintaining brand standards.
That’s all interesting in its own right, of course, but it did also catch my eye that Adobe is working with Microsoft to develop Adobe Express Extension for Microsoft Copilot. The idea behind that effort is to make it possible for Microsoft 365 users to create various kinds of content from within their applications using Copilot chat.
Adobe’s willingness to work with Microsoft, itself currently riding a new wave of positive sentiment thanks to the success of what seem at least at present to be well-received breed of Copilot+ PCs, is also of interest.
Is Adobe, a company that seemed so very impressed with the introduction of Apple Silicon, also prepared to ally with Apple (or vice versa) to bring its genAI creative Firefly toolbox to iPhones, iPads, and Macs? Or will Apple hew close to its traditional path and attempt to bring LLM-powered creative tools in-house?
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