Adobe’s Claire Darley on the battle for creativity: can Adobe Express take on Canva?

Repositioning Adobe: from specialist to accessible

This pivot is a bold departure from Adobe’s traditional positioning. For years, Adobe tools have been the gold standard for creatives, but they’ve also been seen as intimidating or out of reach for the everyday user. Adobe Express is designed to change that.

“We’re taking on perceptions head-on,” Darley said. “When people think Adobe, they think high-end, professional tools. Express is about breaking down those barriers and showing that creativity doesn’t have to be complex – or expensive.”

This strategy manifested in Adobe’s decision to invest in Web Summit for the first time, an event known for its focus on startups, entrepreneurs, and innovation. By sponsoring the event and creating a presence directly alongside the startup and creative crowd, Adobe signaled its intent to engage a new audience. “We wanted to be where these conversations about growth and innovation are happening,” Darley said. “Web Summit was the perfect fit for us to showcase how Express can help small businesses and startups scale their creativity.”

Key to this repositioning is a marketing strategy that targets a new audience while reassuring Adobe’s core base. Campaigns are centered on showcasing Express’s simplicity, emphasizing features like drag-and-drop templates and AI-powered design capabilities that remove complexity for non-designers. “Quick, easy, and free” has become the mantra, with out-of-home ads and digital campaigns focusing on solopreneurs and small businesses – groups that have traditionally leaned toward competitors like Canva.

The Canva question: differentiation in a crowded market

Taking on Canva, a dominant force in the accessible design space, is no small feat. Canva’s brand is built on simplicity, affordability, and ease of use – values Adobe Express is now trying to emulate. But Darley sees Adobe’s legacy and technical capabilities as clear advantages. “We’re not starting from scratch,” she pointed out. “We have over 40 years of innovation behind us and some of the most trusted tools in the industry. What we’re doing with Express is bringing that legacy to a wider audience.”

Darley is clear that Adobe Express isn’t trying to replicate Canva’s approach but to offer something more robust. By integrating elements of Adobe’s flagship tools –such as Photoshop’s precision, Firefly’s generative AI, and Acrobat’s PDF capabilities – Express positions itself as a solution for those who want more power and flexibility as they grow. While acknowledging some crossover between the products she points out: “If you want to elevate what you’re creating, or if you’re looking for seamless integration with professional-grade tools, that’s where Express stands apart.”

Another key differentiator is Adobe’s enterprise strategy. While Canva is largely focused on consumer and small-business users, Adobe is leveraging its existing relationships with enterprise clients to position Express as a scalable tool for larger organizations. “With Express, we’re offering enterprises brand controls and guardrails, ensuring creative teams maintain oversight while empowering other departments to create on-brand content,” Darley explained. “It’s not just about democratizing creativity; it’s about doing it responsibly.”

A measured rollout: the strategy behind Adobe Express

Adobe isn’t rushing the rollout of Express. The product has been carefully re-platformed over the last year, with a mobile launch earlier this year and ongoing updates dropping weekly. “We’ve focused on product-market fit first,” Darley said. “Now it’s about driving awareness and preference.”

This measured approach allows Adobe to refine the product based on user feedback while building a solid foundation for scaling. The company is also betting on education to embed Express into the creative habits of the next generation. Free versions of Express are already available to all K-12 students, with university students gaining access to premium features. “The earlier we can introduce people to the Adobe ecosystem, the more likely they are to stay with us as their needs evolve,” Darley said.

Winning the creative market: challenges ahead

Despite its strengths, Adobe Express faces significant challenges. Breaking into a market dominated by Canva requires more than a great product – it requires a cultural shift in how people view Adobe. The company’s dual strategy of expanding into consumer markets while maintaining its enterprise stronghold will test its ability to balance accessibility with the professional-grade reputation that has defined it.

For Darley, the stakes couldn’t be higher. “This is the biggest thing we’re doing,” she said. “Express isn’t just a product; it’s a strategic move to redefine how people see Adobe.” Whether it’s enough to unseat Canva remains to be seen, but one thing is clear: Adobe isn’t content to sit on its laurels. With Express, it’s making a play for the future of creativity – and that means taking some risks.

The bottom line

Adobe’s decision to debut at Web Summit is a clear signal of intent: it’s not waiting for its audience to find Express – it’s going to where the next generation of creators and entrepreneurs already are. With Express, Adobe isn’t just competing in the accessible design market – it’s aiming to redefine it. By leveraging its legacy, innovation, and new strategies like these, Adobe is betting big on breaking down barriers, capturing new users, and ensuring that creativity truly becomes accessible to all.

The question now isn’t whether Adobe can match Canva’s ease of use, but whether it can convince the world that Adobe Express is the tool to unlock creativity – no matter who you are or where you’re starting from. As Darley puts it, “This isn’t about replacing anyone. It’s about expanding the creative community – and that’s a fight worth taking on.”