Adobe introduces new AI-powered video tools in Adobe Express
Adobe announced an update for Adobe Express at the MAX London 2025 conference, significantly expanding its video production capabilities. The new tools using Firefly AI technology are designed to optimize workflows and increase efficiency when creating video content. Let’s take a detailed look at the features that no professional in the field should overlook.
What is Adobe Express?
Adobe Express is a cloud-based application that enables the quick and intuitive creation of graphics, videos, and other visual materials. It is designed to be accessible even to those without extensive knowledge of design. Thanks to its integration with other Adobe applications (Photoshop, Illustrator, Lightroom, Acrobat), materials can be easily transferred and edited across the entire Adobe interface.
What are the new features?
- Clip Maker
One of the most interesting new tools is Clip Maker. Using artificial intelligence, it can automatically recognize key moments in longer videos (such as podcasts or interviews) and turn them into short, shareable clips optimized for various social networks. It also automatically adds captions and adjusts the format for individual platforms, significantly saving time when preparing content. - Generate Video (Firefly)
Another groundbreaking new feature is the ability to generate unique video footage or backgrounds using only a text or image prompt. Powered by Firefly technology, this feature makes it possible to create commercially safe, customized content—for example, custom b-roll footage that previously required expensive filming or the purchase of licensed videos. - Dynamic Animation
Static images and designs can now be easily brought to life using dynamic animations. Features such as “Wobble” or “Wind” add natural movement and effects that feel lively and playful—all without the need for complex manual animation. - Generate Similar
For companies and brands, visual identity consistency is crucial. The Generate Similar feature makes it possible to quickly create entire collections of graphic elements that follow specified brand guidelines and are safe for commercial use.
And that’s still not all:
- Enhance Speech: Removes background noise from an audio track and improves sound quality with a single click.
- Video Self-Record: Users can record themselves directly in the application—ideal for tutorials, podcasts, or short videos for social networks.
- Drop Zone & Scene View: A new interface for easily assembling and batch-editing video clips.
- Vimeo Add-On: The ability to export and publish videos directly to Vimeo without leaving the application.
Availability and pricing
All new features have been available in Adobe Express for the web since April 2025; most of them are also accessible on mobile devices. The basic platform remains free for new users, while premium features are included at no additional cost for Creative Cloud subscribers.
The difference between Adobe Express and Premiere Pro
Some of the new AI features Adobe introduced as part of Adobe Express are unique to this platform and cannot be found in identical form in Adobe Premiere Pro. However, both applications benefit significantly from Adobe Firefly’s advanced AI technologies in 2025 and share some similar principles, while each has its own specific tools and focus. Adobe Express is geared toward the fast, simple, and visually appealing creation of content for social networks and marketing. Premiere Pro, on the other hand, is a professional video editor that also underwent major AI innovation in 2025, but its new features differ from those in Adobe Express. The main AI innovations in Premiere Pro include:
- Generative Extend (Firefly): Makes it possible to extend a video or audio clip by several seconds using generative AI, which is ideal for smooth transitions or extending footage.
- Media Intelligence & Search Panel: AI analyzes video content and enables users to search for specific footage using descriptions in everyday language.
- Automatic caption translation: Translates captions into more than 27 languages directly in the application, including Czech.
- Text-based Editing: Makes it possible to assemble a rough video cut directly from a transcript using text commands.
- Enhance Speech: Automatically improves spoken-word quality.
So, if you are looking for fast and automated AI tools for creating content for social networks, Adobe Express is the right choice. For detailed and professional video editing with advanced AI assistants, Adobe Premiere Pro is more suitable.
