Google has launched Google Pics , an AI-first design tool looking to go head-to-head with Canva and Adobe. Users don't have to manually set up layouts, fonts, or graphic elements. Instead, they just type out what they want using text prompts. The AI whips up the visual all on its own. So, the whole assisted design game is totally changing.
For marketing teams at Italian SMEs and mid-market companies, the practical implications are clear. In fact, the production speed of creative materials can increase significantly. However, prompt quality becomes the critical skill. Those who know how to precisely describe objectives, tone, and context get better outputs. Conversely, those who rely on generic instructions risk flat, off-brand creative work. Furthermore, choosing between Google Pics, Canva, and Adobe will depend on specific factors: team maturity, production volume, and integration with existing tools.
In this article, we at SHM Studio let's break down the criteria for choosing between the three platforms, the best use cases for each, and the operational implications for marketing managers who need to figure out how to set up their creative workflow in the coming months.
The software design market is splitting into two speeds
For years, digital design has followed a precise logic. On one hand, professional tools like the Adobe Creative Suite, which are powerful but have a steep learning curve. On the other hand, democratized platforms like Canva, which are accessible but have clear creative limits. However, the arrival of Google Pics introduces a third category: prompt-based generative design.
According to reports by TechCrunch , Google Pics doesn't ask the user to pick templates, arrange elements, or manage layers. You just describe the visual you want. The AI makes it. So, the skill you need isn't technical anymore, it's about communication.
This change is not minor. In fact, it affects how marketing teams allocate time, budgets, and human resources for creating visual content. For Italian marketing managers, the real question is: which tool should I choose, and for what scenario?
Three platforms, three creative production philosophies
Before diving into the selection criteria, it helps to clear up the structural differences between the three main players. Each one follows a different approach to creative work.
Adobe Creative Suite is still the go-to standard for anyone with in-house designers or working with specialized agencies. It gives you total control over the final look. That said, it takes time to learn, has pricey licenses, and needs structured workflows. It's the right fit for brands with complex visual identities and high-impact materials.
Canva it has won over millions of users thanks to its simplicity. Ready-to-use templates speed up production. Plus, the Teams version makes it super easy for people with different skill sets to work together. The catch is standardization: Canva visuals tend to look alike because they all start with the same building blocks.
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