Adobe says partnership with Airtel will help it bring AI-enabled Express Premium to more users in India
India Today
Adobe has teamed up with Airtel to offer free access to Adobe Express Premium to Indian users. In a conversation with India Today Tech, a senior Adobe executive says that the partnership will hopefully give more users access to AI-enabled creative tools.
Adobe recently announced a partnership with one of India’s biggest telecom giants, Airtel, to bring Adobe Express to more users in the country. Facing a tough challenge from cheaper AI-powered image and video editing tools, Adobe hopes that by offering Express for free it will help consolidate its user base better.
As part of the tie-up, Airtel customers are getting free access to Adobe Express Premium worth Rs 4,000 for 12 months via the Airtel Thanks app.
David Wadhwani, President of Creativity and Productivity Business at Adobe, spoke to India Today Tech ahead of the formal announcement of the partnership and explained that by offering Express for free, the company hoped to bring AI-enabled image and video editing to a wider user base.
Wadhwani says that Express has been available for around two years and that many people already use it for quick photo and video edits, especially those who are not familiar with professional software like Premiere Pro or Photoshop. Now, with this partnership, Adobe aims to reach more users.
“We’ve brought key capabilities from Photoshop, Premiere, and After Effects into one easy-to-use app. This doesn’t replace professional tools, it complements them. All these tools coexist within the Adobe ecosystem,” says Wadwani.
He highlights that many Indian users already use the Adobe Express app to create content. “For small and medium businesses, use cases include product photography, social media campaigns, flyers, posters, and banners. Among students, adoption has been very strong. They’re using Express for presentations, posters, assignments, projects, and hobbies. They’re also learning digital and AI creative skills through the app,” he says.
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