I talk about AI every single day. On my podcast, in my workshops, in my newsletter. And if there is one question I get more than any other from marketing and comms professionals, it is this: “Where do I actually start?”
Not with strategy documents. Not with policy frameworks. With the practical, everyday stuff. Making social posts. Resizing graphics. Keeping content on-brand across multiple channels without losing your mind.
That is exactly why I want to talk about what Adobe has just done with Express Premium – and why it matters if you are in the UK.
The offer, in short
Until April 26th, Adobe is giving all UK users – new and existing free account holders – three months of Express Premium for free. No catch. No credit card tricks. Just full access to the premium tier, including the AI-powered features that genuinely change how fast you can create content.
I have been using Adobe Express across my two businesses, Digital Training Institute and the Public Sector Marketing Institute, and three features in particular have made a noticeable difference to how I work. Let me walk you through them.
1. Resize – One piece of content, every platform, in seconds
If you are managing social media for a brand, a government department, or your own business, you know the pain. You create a beautiful graphic for LinkedIn. Then you need it for Instagram Stories. Then for a Facebook post. Then for X. Each one a different size, a different ratio.
Adobe Express Resize does exactly what it says – but it is the AI behind it that makes it genuinely useful. It does not just crop your image. It uses contextually-aware generative AI to expand the canvas intelligently, filling in background and layout so your content looks like it was designed for each platform from scratch.
I used to spend 20 to 30 minutes manually adjusting graphics for different channels. Now it takes a few clicks. That is not a small thing when you are publishing across multiple platforms every day.
2. Generate Image – From a prompt to a publish-ready visual
This is where things get exciting for anyone creating content at pace. Adobe Express lets you generate images directly from a text prompt – but what sets it apart is the reference image feature. You can upload an image to guide the style and composition of what gets generated.
For me, that means I can keep a consistent visual identity across my content without starting from scratch every time. I type a prompt, upload a reference that matches my brand aesthetic, and get back a high-quality image I can actually use. Not just for mocking up ideas – for final production.
And these are commercially safe. That matters. If you are creating content for a public body, a regulated industry, or any organisation where image licensing keeps you up at night, this removes that headache entirely.
Premium users get 250 generative credits per month, which is more than enough for most content workflows.
3. Brand Kits – Consistency without the bottleneck
This is the feature I think gets overlooked, and it should not. Brand Kits let you save your brand fonts, colours, and assets inside Adobe Express. Then, with a single click, you can apply them to any piece of content – social posts, multi-page presentations, graphics, the lot. It even recolours your graphics automatically.
If you have ever worked in an organisation where “on-brand” means something different to every person on the team, you will understand why this matters. It removes the guesswork. It removes the back-and-forth with designers over font choices. It means anyone on your team can create content that looks right, the first time.
I use it across both my brands. Different colours, different fonts, different identities – all saved, all one click away.
Why this matters beyond the features
Here is the bigger picture. AI-powered content creation is not coming. It is here. And the tools are getting to a point where they are genuinely useful for non-technical people – the marketers, the comms officers, the small business owners who do not have a design team on call.
What Adobe has done with Express Premium is bundle three of the most practical AI capabilities into one platform. Resize uses generative AI to adapt your content. Generate Image uses it to create visuals from prompts. Brand Kits use automation to keep everything consistent. Together, they solve the three biggest pain points in content creation – format, visuals, and consistency.
And right now, if you are in the UK, you can try all of it for free for three months.
My advice?
Do not just sign up and forget about it. Actually use it. Create a Brand Kit for your organisation. Generate a few images using reference photos. Resize one post for three different platforms. Give yourself 30 minutes to experiment – and see how much faster your content workflow becomes.
This is the kind of practical AI adoption I talk about all the time. Not theoretical. Not futuristic. Just better tools that save you time today.
👉 Sign up for the free UK Express Premium offer before April 26th and see for yourself.
#AdobeExpressAmbassadors #Ad #ExpressPremiumPromoUK
About the Author
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
