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 organisations operate, and it’s clear the old creative models can’t keep up.
That’s where Adobe Express comes in. Adobe is 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 programmes, from everyday needs to global campaigns — with user-friendly features and built-in collaboration capabilities.
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 Adobe has 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 their global brand refresh, but that was just the beginning. Here are a few more examples:
Social media
Adobe’s global social media team significantly increased the content they put out by building a library of customisable 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 Adobe’s 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, Adobe’s 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 Adobe’s partners to customise and publish quickly on their social channels. This was a big unlock for the team, enabling Adobe to do more to support their partners with tailored, social-first content that meets the moment and maximises impact.
B2B marketing
The B2B marketing team uses Adobe Express to create customisable asset kits for bespoke B2B events which span multiple cities around the globe. The team developed more than 150 assets across 10+ templates, resulting in approximately 5,000 localised 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.
Employee communications
Adobe’s employee communications team set out to reimagine how they 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. 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.
Employee experience
From recruitment to onboarding and beyond, Adobe Express is helping organisations 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 organisation and hiring managers with up-to-date training and enablement resources. Talent Marketing leverages branded templates to scale recruitment efforts across global markets.
- University talent engagement: The University Talent team has replaced multiple emails with centralised, 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.
Business development
Adobe’s 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, personalise 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 revolutionised how the BDR team creates and scales personalised content across some of their largest client accounts.
Creative empowerment drives business momentum
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 organisation to meet rising content demands while scaling creativity — not just productivity.
Contact the Dax Data team for more details on how your team can make standout content with ease.
