At Adobe MAX 2025, the company shared its latest push to simplify design by introducing a new AI Assistant inside Adobe Express. The goal is clear. Make creativity easier for everyone, especially users without formal design training, by reducing the steps needed to create polished visuals.
The new assistant, now available in beta, allows users to describe what they want using natural language. A prompt like “make it look more tropical,” can instantly adjust colours, images and fonts in real time. Instead of working through complex menus, users can speak or type their intent while the AI manages the design changes. Adobe says the assistant can edit individual layers, replace backgrounds and suggest new elements without disrupting the rest of the project.
The company also emphasized that the Express assistant is powered by Adobe’s creative and content intelligence. This includes its Firefly AI models along with selected third party AI systems. Together, they help the assistant understand what makes a design look balanced and visually appealing. Unlike many AI tools that only follow commands, this assistant interacts with users. It can ask follow up questions, such as whether a font should be updated to match a new colour palette.
For businesses, Adobe plans to bring the same technology into its enterprise offerings. This will include brand locked templates and collaboration features to help teams create consistent content faster. Early users like Dentsu and Lumen believe it can help non designers produce professional quality visuals without slowing work. The AI Assistant is currently available in beta on desktop for Adobe Express Premium users, with broader access expected through the Firefly credit system. In India, Airtel users will also get free access to Adobe Express Premium as part of the rollout.
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