But, with Adobe showcasing next generation features in its content-creation Express tool at Web Summit 2024 this week, it's worth standing back to ask whether marketers are really getting the most out of these, and even first-generation, design, photo and video creator tools. Or whether there's still more appetite than action in the industry. What's changing in the creative economy, why and how can brands pick up the right tools, to draw themselves a better future?

We're living in a world where the explosion of new channels, markets and audience preferences has led to a boom in demand for visual content. And the responsibility for coming up with this content is increasingly outpacing the bandwidth of traditional creatives.

Creatives have seen a rise in requests for all types of visual content, according to Adobe's State of Creativity report. Meanwhile, non-creatives are increasingly asked to produce a range of assets from social media (66%+) to web content (58%+), CRM (56%+), and paid media (49%+).

The result? Increased pressure and fears over quality brand consistency. 79% of non-creatives say they're struggling with time and resourcing constraints. SMBs in particular are bowed down by creative project management. And a further 79% of non-creatives say there aren't the right capabilities in place to feed the content beast.

Not surprisingly, three in four businesses are investing in tools, including AI-powered software, to help meet escalating demand and improve quality and productivity. Generative AI tools especially are not only ramping up efficiency but are also unleashing creativity for creative professionals and non-pros alike. Users report that handing over collaboration and project management parts of the task frees up their minds for more strategic thinking and creative energy - which will ultimately deliver more audience engagement.

And the opportunities are endless, for everyone, says Claire Darley, vice-president of strategic initiatives at Adobe: "From small and medium-sized businesses, to solopreneurs, enterprises, creative professionals, and individual content creators, these tools are a game-changer: they help build a brand and connect with audiences more quickly and easily."

For example, the Sundance Film Festival used Adobe Express for its social media updates this year, leading to an 70% increase in followers. Meanwhile, digital marcomms agency Dentsu reports a 70% faster time-to-market as it frees up designers by empowering all its teams to create more, on-brand content at scale.

Given these benefits, it's little wonder that Adobe Express reported a 96% quarter-over-quarter boost in the number of monthly active mobile users of its all-in-one, cloud-based design platform. And the increase in demand has led to its ongoing feature updates as spotlighted this week at Web Summit 2024.

Designed to save time and ensure brand consistency, the next generation features include enhanced collaboration and bulk-creation capabilities, enabling users to produce multiple content variations for different platforms more quickly and easily. Meanwhile, its wider integration with Creative Cloud apps provides users with more access to additional Adobe assets and tools including Photoshop, Acrobat, Illustrator, and InDesign, allowing for easier cross-platform collaboration.

Ultimately, it's this ability to integrate and collaborate better that really oils the wheels of the new creative economy, Darley explains: "Whether it's a large enterprise or a small business, users all share a common goal: the need for scalable, on-brand design solutions that are easy to create and manage, and commercially safe to use, so they can design and publish content with confidence. For example, Adobe Express is designed to be accessible for users of all skill levels, making it quick and easy to adopt and use. And its AI features are seamlessly integrated into user workflows to enhance creative expression and help them work faster."

The tools are at their disposal, with Adobe Express including the ability to create a variety of content, such as videos, presentations, web pages and social media posts; generative AI to create and edit content, such as images, text effects, and social posts; brand kits to create, share, and apply brand fonts and colours to designs.

But are they using them?

One in two workers feel they lack access to the right content creation tools at work. For 56% of those who do have access, uncertainty often remains about how to maximize their potential due to limited training and support.

As brands scramble to stay relevant in a fast-paced, digital-first world, optimized adoption of content creator tools will separate the winners from the losers.

Darley recommends a proactive approach, with users mapping out creative processes and identifying points where AI can add the most value: "By building confidence and familiarity with AI tools, teams can bridge skill gaps and foster a culture of collaborative creativity, as technology breaks down barriers in creativity and content creation - for everyone."