Adobe unveils AI Assistant in Adobe Express to redefine creative content generation

Adobe’s new AI Assistant intelligently interprets design context to suggest layouts, fonts, and visuals, enabling users to create, refine, and edit content seamlessly through natural language or intuitive manual tools without disrupting their design flow

At its annual Adobe MAX 2025 conference, the company unveiled a major innovation in digital creativity — the AI Assistant (beta) in Adobe Express. The new conversational design feature is designed to help users transform ideas into polished, professional content within minutes, regardless of their design expertise.

The AI Assistant uses contextual and semantic understanding of design elements to recommend layouts, fonts, colours, and visuals. By simply describing what they want, users can generate and refine content that aligns with their personal or brand identity. They can also switch seamlessly between natural-language interactions and manual editing using intuitive tools like sliders, colour selectors, and layer adjustments — all without disrupting the rest of the design.

Making creativity more accessible

According to Govind Balakrishnan, Senior Vice President and General Manager of Adobe Express, the goal is to remove creative barriers and “empower everyone to design beyond the template.” The assistant also integrates across leading chatbot platforms, enabling users to create content through conversational interfaces wherever they work.

Adobe is also expanding its developer ecosystem with the Dev MCP Server for Adobe Express Add-ons, allowing developers to build new conversational features and integrations into the platform.

A recent Adobe survey of over 16,000 creators revealed that 81% have used generative AI tools like Express to produce content they otherwise couldn’t create, while 70% expressed excitement about how agentic AI could enhance creativity further.

Enterprise-ready design intelligence

Built on Adobe’s creative intelligence and generative technology, the AI Assistant orchestrates multiple models and assets to deliver precise, high-quality edits. For enterprise users, upcoming capabilities will allow large teams to produce on-brand content at scale using template locking, batch creation, and approval workflows.

Industry leaders such as Workday, Dentsu, and Lumen have already praised the feature’s potential to make high-quality design accessible to non-designers and accelerate creative production across organizations.

With this launch, Adobe positions Express as a unified platform where conversational AI and creative tools converge, setting a new standard for accessible, intelligent, and brand-consistent content creation.