Humanity has been creative as long as we have had the tools to paint, draw, write and communicate. In recent years, however, the traditional methods that we have used to create have begun to buckle under pressure. Design bottlenecks, siloed tools, and disconnected teams remain persistent hurdles, even as the appetite for fresh, on-brand content continues to grow.
It’s not about the capacity to produce quantity. Indeed, the expectation isn’t just that there will be more content, but that it will also be better — more tailored for platforms, optimised for performance, and ready yesterday.
It’s in this shifting landscape that Adobe Express has quietly emerged as a serious contender in the business content space. Once positioned as a lightweight design app for beginners, Adobe Express has evolved — and fast. Supported by Adobe infrastructure and the benefits of generative AI, it’s helping businesses tackle content creation challenges and produce consistent, professional, high-quality content at scale and on-demand.
As always, mention “generative AI” in creative spaces and there will be people that are concerned about the role of humans in the process, but this isn’t an attempt to replace designers or circumvent creative teams. Rather, it’s about empowering the broader business to participate in content creation without compromising quality or brand integrity. Marketing teams can develop campaign assets faster. Sales teams can spin up customised proposals without design bottlenecks. Social content doesn’t need to wait in a production queue. And the designers still retain creative control over everything that goes public.
But Adobe Express doesn’t exist in isolation, either. It plays exceptionally well with the rest of the Adobe suite, especially for organisations running Adobe Creative Cloud Pro. A designer can create a polished template in InDesign or Illustrator, then hand it off to a broader team who can use it in Adobe Express — and for the latter there’s no need to open a complex design program. This kind of workflow is transformative for businesses trying to scale content without overloading their creative departments.
Licensing, too, has become smarter. Through the Adobe Value Incentive Plan (VIP), organisations can right-size their subscription, simplify management, and scale licenses up or down as needed.
This is also where Area9 becomes a valuable part of the chain. As an Adobe authorised reseller, businesses can leverage Area9 to not only gain access to the tools — they get a local partner who understands how to deploy them strategically. Whether it's setup, training, renewal management or support, Area9 makes it easier to realise the full value of Adobe’s digital media solutions without adding operational complexity.
Creativity as a Team Sport
Ultimately, the problem with those more traditional methods of content creation is that they are so centralised and designer-dependent. No matter how talented the designer, speed matters, and they are being overwhelmed by what they need to get done each day. Now, what’s changing is who gets to create, and how. Adobe Express isn’t about turning every employee into a designer. It’s about unlocking the creative potential that already exists in your business — and giving your team the tools they need to express ideas, communicate clearly, and keep pace with demand.
It should not be seen as a niche solution for occasional use. It’s going to be most effective when it’s deployed as a strategic enabler for businesses serious about content, communication, and brand.
At Area9, we are very bullish on the potential for leveraging tools like Adobe Express as part of a broader shift and trend. Call it the “democratisation of creativity” if you want, but at its core the goal is to shift creativity so that it is no longer the domain of a few, but a core capability across everyone in the organisation. Being able to do that without sacrificing brand control, visual quality, or operational efficiency is where Adobe’s expertise comes into its own.
If your business is ready to work smarter, create faster, and empower more people to contribute — it might be time to take a closer look.
Want a 30-day free trial? Get in touch with our team today on 1300 360 396 or email sales@area9.com.au to find out more.