Canva has unveiled an array of digital marketing and video editing tools, centered around a pioneering design-focused AI model. This initiative is part of a wider revamp of its Visual Suite workspace products, which the company refers to as a "Creative Operating System" tailored for marketing teams.
Despite the grand title, this isn't an operating system in the traditional technological sense. Instead, Canva uses this term to collectively describe its various specialized tools, the AI technology that drives them, and the broader platform interface. Canva's co-founder, Cameron Adams, explained that the concept of an operating system captures the essence of their comprehensive workflow system. "We considered a few different names, and operating system really struck a chord," he noted. "It's gone beyond just an application layer; now it’s a genuine system for managing all aspects of the creative process."
Clearing up any misunderstandings, here are some notable upgrades users will experience. Canva's video editor now offers enhanced user-friendliness for those without professional editing expertise. It introduces a new template library and an easier timeline to trim, sync, and layer video clips. Additionally, a Forms tool, similar to Google Forms, has been introduced. This enables users to collect feedback and directly integrate data into Canva, which can be automatically imported into Canva Sheets.
Image: Canva
Canva is making significant advancements in marketing tools by introducing Canva Grow, a platform that enables marketers to design, launch, and track ad performance efficiently. This platform utilizes AI that adapts based on performance data to enhance the effectiveness of each campaign. Furthermore, Canva's new Email Design product empowers marketing teams to create and export branded emails without the need for coding or employing dedicated email marketing services like Mailchimp.
All these innovations harness a newly developed AI model specifically trained "to grasp the intricacies of design," as Canva describes. The platform's upgraded AI functions, mostly accessible through premium subscriptions, are intricately woven into every step of the design process.
Once recognized primarily for its web-based graphic design solutions, Canva now primarily emphasizes offering alternatives to established workplace applications like those from Google or Microsoft. Since Canva's services are provided as a unified package, subscribers cannot choose specific features, a point questioned due to some backlash over the use of AI to justify subscription price hikes. However, Adams confirmed that the company currently has no intention of allowing such a choice.