At this year’s Web Summit in Lisbon, a clear theme emerged: the transformative role of artificial intelligence (AI) in democratizing creativity and driving business growth.
Industry leaders and innovators highlighted how AI-powered tools are reshaping content creation, enabling businesses of all sizes to produce high-quality materials efficiently and effectively. But with audiences demanding more engaging, relevant, and high-quality content, meeting these expectations can feel overwhelming for small businesses, solopreneurs, and enterprises alike. Tools like Adobe Express, Adobe’s AI-powered “create anything” app, are designed to alleviate these pressures by making professional-grade content creation accessible to everyone, allowing businesses of any size to focus on and scale and meaningful connection with their audiences.
AI as an accelerator, not a replacement, for creativity
We’re living in a world where anyone can now bring their creative vision to life simply by describing it in a few words and generating content in just seconds. A world where applications act as creative co-pilots to help instantly create designs all unique to someone’s style and taste.
By automating technical tasks, AI-powered tools like Adobe Express allow professionals across business functions — from HR to finance — to unlock their creative potential without needing extensive design experience. For businesses, this means faster content cycles, improved productivity, and the flexibility to adapt to evolving market trends.
A key takeaway from Web Summit was the potential of AI to enhance, not replace, human creativity. Adobe Express enables both non-designers and creative professionals to produce high-quality, on-brand content faster. The app’s AI-driven automation handles repetitive tasks — like resizing images and adding animations — so users can focus on creative strategy. The “Animate All” feature, for instance, lets users add dynamic motion to designs with a single click, transforming static posts into scroll-stopping content, ideal for today’s visually-driven digital landscape.
Making creativity accessible and efficient
Web Summit 2024 underscored a trend: businesses of all sizes, from agile startups to established enterprises, are increasingly relying on AI-driven design solutions to bridge the gap between sophisticated creative demands and practical day-to-day needs.
For small business owners and solopreneurs, AI-driven design tools address a pressing branding challenge—how to craft compelling, consistent visuals when challenged by limited skills and resources. Web Summit spotlighted Adobe Express as a solution to help these smaller players build and maintain a polished, distinctive brand presence, which is especially vital in a competitive, content-driven economy.
Empowering small businesses and solopreneurs to scale
Small businesses and solopreneurs face the challenge of producing professional-quality content without the budget for dedicated design teams. Adobe’s recent partnership with UK-based entrepreneur Steven Bartlett shows how accessible design tools can help emerging brands create visually engaging marketing materials quickly and affordably.
In today’s fast-paced market, agility is essential. User-friendly platforms that offer a range of assets and customizable templates allow small businesses to craft compelling, on-brand content at scale. This enables them to establish a strong visual presence and engage with customers effectively, regardless of budget constraints.
Driving efficiency and growth for businesses with integrated design tools
Adobe Express is also built to streamline workflows across various business environments, making it ideal for teams that need to collaborate on content. Seamlessly integrated with Adobe’s broader suite — including Document Cloud, Creative Cloud, and Experience Manager apps — Adobe Express simplifies sharing, editing, and asset management. This integration allows businesses to maintain brand consistency across departments, giving teams access to shared resources even without extensive design skills.
This efficiency is already delivering real results for global enterprises like dentsu, which uses Adobe Express to empower its marketers to create professional content. By cutting content production time by 70%, dentsu frees up designers to focus on high-impact projects. This increased productivity allows businesses to reduce time-to-market for campaigns — critical for growth in a fast-paced economy.
Discover new possibilities in content creation
As businesses of all sizes navigate an increasingly visual and competitive landscape, AI-driven design tools demonstrate the potential to make creativity more accessible, efficient, and impactful. Whether streamlining workflows in global teams or helping small brands build a professional presence, these innovations empower organizations to engage their audiences with high-quality content that truly resonates. The future of content creation is about breaking down barriers, enabling businesses to tell their stories authentically, and fostering connections in a way that feels both achievable and inspiring.
Ready to get started? Dive into Adobe Express and transform your creative ideas into compelling, on-brand content — no experience required.
This post was created by Adobe with Insider Studios.
