Adobe has gradually shifted from huge installed apps like Photoshop to a more web and mobile apps strategy, as evidenced by the launch of Adobe Creative Cloud Express today.
The new offering provides thousands of highly customizable templates that can be instantly applied to a user’s own media. The idea is to enable professional and non-professional creators to produce distinctive and responsive social media content for platforms like Facebook, Instagram, Twitter and TikTok.
The product offers “incredible levels of customization” and uses Adobe Sensei AI for much of its magic and simplification, said Scott Belsky, Adobe’s chief product officer.
Creative Cloud Express not only offers templates, but also stock images from Adobe Stock. Finding content and templates makes it easy to get relevant assets. The service also enables collaboration between multiple users via libraries, project synchronization and shared models.
To speed up content creation, Express allows users to set a brand, with consistent colors and fonts, to reuse in new projects. Users can easily produce content in formats specially optimized for social media.
During its announcement, Adobe recruited several non-designers with products to sell, showing how they can create uniquely designed content to reflect their unique identities. Among those were 49ers tight end George Kittle and Momofuku restaurateur David Chang.
For those familiar with Adobe’s longtime free photo editor Photoshop Express, this new offering is completely separate. Another similar pre-existing tool is Adobe Spark, which had similar intentions. Adobe executives answering questions during the online unveiling noted that Express is a natural evolution of those previous efforts. A glance at the included Adobe Creative Cloud apps no longer lists Spark, so it looks like Express has replaced it.
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Adobe has already created several video tutorials on how to create different types of media using Express, as you can see in the Adobe for Education video showing how to create a video using the new service.
Express is free, with a premium version at $ 9.99 per month. It’s available on the Web and in the Apple App Store, Google Play and the Microsoft Store.
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