How to Use Adobe Express for Business

Unlocking the Power of Adobe Express

Adobe Express is a powerful, intuitive design tool that makes content creation accessible to everyone from solo entrepreneurs to large enterprises. While many users love it for its quick background removal or playful AI-powered features (yes, you can create a flying unicorn in the sky with just a few clicks), its true potential shines when leveraged strategically in a business setting.

For organisations looking to streamline workflows, maintain brand consistency, and scale content creation, Adobe Express, when integrated with Adobe Creative Cloud, can be a game changer. But how exactly can businesses get the most out of it? Let’s explore.

How PMI Used Adobe Express to Scale Content Creation

At Brightful, we worked with Philip Morris International (PMI) to optimise their Content Supply Chain, implementing Templated Ways of Working powered by Adobe Express and Adobe Creative Cloud.

PMI, a global brand managing multiple markets, faced challenges with costly and time-consuming content production, particularly in the creation and transcreation of marketing assets. Their previous processes involved unnecessary file duplication, excessive manual work, and inconsistent branding across different regions.

Our approach was to restructure their workflows, introduce dynamic templates, and integrate Adobe Express as a key tool for scalable content production. By doing so, we:

• Reduced content creation costs by at least 10%
• Reduced the cost of localised assets by 25%
• Eliminated up to 90% of file duplication

This shift allowed PMI’s teams to create market-ready content faster, with greater consistency, and significantly lower production costs.

AI-Powered Creativity: The Pros & Pitfalls

One of the most exciting aspects of Adobe Express is its built-in AI capabilities, powered by Adobe Firefly. Features, including automated translations, image generation, and smart resizing, can dramatically improve efficiency.

However, businesses especially large organisations must be mindful of relying too heavily on AI-generated content. For example:

Translations may not always be 100% accurate. While AI can speed up localisation, it’s crucial to have a human review or an approval step from brand guardians and legal teams.

Image generation and expansion features can be creative, but require quality control. AI-generated visuals must align with brand guidelines and legal requirements before publication.

To mitigate these risks, businesses should explore ways to educate AI models by injecting brand-specific data and product information. This can help fine-tune automated outputs and reduce errors before they occur.

Enhancing Workflow with Adobe Creative Libraries

One of the best ways to maximise Adobe Express in a business setting is to integrate it with Adobe Creative Cloud Libraries.

Why? Because it allows teams to store, share, and reuse approved assets, ensuring consistency across all content.

Within Adobe Express (where Creative Cloud Libraries are referred to as “Brands”), teams can:

• Set up predefined brand parameters — such as fonts, colours, and logos to ensure all content aligns with company guidelines.
• Control user permissions — allowing certain elements to remain locked while giving teams flexibility to adapt key messaging or visuals
• Speed up content production — by providing quick access to pre-approved assets, reducing unnecessary back-and-forth.

You can read more about using Adobe Creative Libraries and Adobe Creative Cloud for Businesses here.

Content at Scale: The Power of Templatisation

Large organisations often require high volumes of content, quickly and efficiently. The best way to achieve this? Templated content workflows.

Adobe Express allows businesses to turn any artwork into a dynamic template, making it easy for teams to:

• Reuse designs while allowing for controlled customisation
• Lock specific brand elements, ensuring consistency
• Create market or campaign-specific variations in seconds

For PMI, implementing dynamic templates significantly reduced creative bottlenecks and manual work. By giving teams structured, editable templates (without compromising brand control), they scaled content production without sacrificing quality.

Automating Content Creation with Bulk Create

One of the most underrated yet powerful features in Adobe Express is Bulk Create.

Imagine needing to produce 100 versions of a social media banner, each with different text. Instead of manually editing each one, Bulk Create allows users to:

• Import a CSV file containing all text variations
• Apply them automatically to a pre-designed template
• Generate multiple versions instantly ready for export

For businesses producing high volumes of digital and print assets, this is a huge time-saver, especially for campaigns that require multiple variations across different markets.

The Importance of Quality Control

With great automation comes great responsibility. While Adobe Express offers unmatched speed and efficiency, businesses must ensure quality control is built into their workflow.

Common pitfalls to watch for:

• Over-reliance on AI-generated translations without human review
• Lack of brand consistency due to improper template usage
• Scaling too fast without structured approval processes

A good rule of thumb? Balance automation with oversight. Implement clear review steps, train teams on best practices, and ensure that brand guardians oversee key outputs before content goes live.

Final Thoughts

Adobe Express is an incredibly powerful tool for businesses but only when used strategically.

By integrating it with Adobe Creative Cloud Libraries, leveraging templated workflows, and utilising smart automation features like Bulk Create, companies can cut costs, increase speed, and maintain brand consistency at scale.

At Brightful, we’ve seen firsthand how these approaches transform content operations for global organisations like PMI. If you’re ready to optimise your content supply chain and create smarter, scalable content workflows, we’d love to chat.

Ready to scale content creation and cut costs? Let Brightful show you how Adobe Express can transform your marketing operations. Book a Free Consultation