Adobe Express adds AI video tools for easy content creation

Adobe has announced new artificial intelligence-powered video tools within Adobe Express aimed at simplifying and enhancing intuitive content creation for professionals and businesses.

The software now includes features such as Clip Maker, Generate Video, Dynamic Animation, and several others intended to streamline video editing and creation. These additions are designed to help users turn long-form content into shareable clips, create custom B-roll and background footage, add motion to static images, and maintain brand consistency across assets.

Among the new tools, Clip Maker employs artificial intelligence to analyse videos, such as podcasts, interviews, and demonstrations, then produces shareable clips customised for different platforms by identifying key moments, automatically adding captions, and reframing content.

Additionally, Generate Video, powered by Adobe's Firefly Video Model, allows users to produce custom, commercially safe B-roll and background videos through text and image prompts.

Other new features include Enhance Speech, which removes unwanted background noise from audio with a single click, and Video Self-Record, allowing users to record footage of themselves directly within the Adobe Express interface for tutorials, video podcasts, and social media content.

Drop Zone helps compile clips into a continuous sequence, and Scene View offers better management of video segments for faster editing workflows. An integration with Vimeo also streamlines direct video publishing and sharing.

The latest release introduces Dynamic Animation, which adds movement, such as Wobble and Wind effects, to static images through advanced physics simulation. This feature is intended to add visual interest and expressiveness to previously static designs.

For brand consistency, Adobe Express now supports Generate Similar, a tool that allows users to expand a single branded image into a complete collection of cohesive assets in seconds. This is done using Adobe's Firefly models, ensuring assets are commercially safe. The update also introduces over 30 new filters, powered by Photoshop, giving customers the option to fine-tune the appearance of their assets within Adobe Express.

These capabilities build upon Adobe Express's position as a content creation tool for both creative and business professionals.

The company reports that creative professionals appreciate the ability to quickly adapt still images into videos and efficiently deliver assets to clients and colleagues. Business users, including marketers, sales teams, and communicators, use the software to create branded content from templates and localise materials for various markets at scale. For small businesses and self-employed professionals, the platform offers tools for creating and publishing content to social channels to reach and engage new audiences.

"From a social post that goes viral to a presentation that helps land a promotion to a localised marketing campaign that reaches a new audience, millions of customers turn to Adobe Express to turn their ideas into powerful outcomes. We're excited to introduce new AI-powered video and animation capabilities to make it even easier for people to stand out and break through with their brands," Govind Balakrishnan, Senior Vice President and General Manager of Adobe Express, said.

The organisation stated that recent usage data signals momentum for Adobe Express, with business customers increasing by 50% quarter over quarter. The adoption of premium features among students has grown by 85% year-on-year, and the company has expanded partnerships to include groups such as the National Football League, EA Sports, Real Madrid, National Women's Soccer League, ChatGPT, Slack, Box, Miro, Google, and HubSpot. The platform now offers more than 250 add-ons.

Adobe also highlighted its ongoing focus on developing what it refers to as "agentic AI" within Adobe Express, aiming to make content creation more intuitive and efficient for users.

The new features, Clip Maker, Drop Zone, Generate Video, and the Vimeo add-on, are currently available on Adobe Express web. Scene View, Enhance Speech, Dynamic Animation, Generate Similar, Video Self-Record, and the new Photoshop-powered filters are accessible through both Adobe Express web and mobile applications.

Adobe Express can be used for free and is also included as a companion app for existing Adobe Creative Cloud subscribers on both web and mobile platforms.