Adobe’s $1.9bn Semrush acquisition integrates SEO and GEO into the creative workflow, ensuring brands remain visible in AI-driven search results.
Adobe and Microsoft are integrating AI agents to streamline marketing workflows, signaling a shift toward cross-platform interoperability for enterprise productivity.
Adobe’s ChatGPT integration shifts design from expert software to conversational workflows, enabling staff to scale brand-compliant assets via natural language.
Adobe’s unified Firefly AI platform streamlines creative production, offering choice via a multi-model ecosystem while shifting vendor lock-in to the overarching Creative Suite.
Canva is challenging Adobe’s market leadership by offering free professional tools (Affinity) and launching an AI-driven Creative Operating System for enterprise content scale.
Adobe’s strategy signals a shift from tool vendor to AI workflow orchestrator, prioritising efficient, brand-compliant content scaling over raw AI model power.
Adobe’s new Firefly Foundry offers bespoke, brand-specific Generative AI models using proprietary IP, securing brand integrity while scaling content production.
Adobe’s AI agents represent the natural evolution of ecommerce, moving beyond chatbots to integrated, multi-step workflows for customer self-service.
Adobe Firefly’s evolution into a generative video hub boosts efficiency, but organisations must balance this with robust governance and skill development to avoid a deluge of poor-quality, off-brand content.
