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It’s been a tough year for Photoshop maker Adobe (ADBE), which has been racing to harness the power of artificial intelligence (AI) just like every major tech company today. Adobe’s products have long been essential for students, creatives, and enterprises, but the rise of powerful AI tools has opened the door for fast-growing rivals to win customers and contracts. As the creative landscape shifts, Adobe suddenly finds itself fighting harder to hold the ground it once easily dominated.
In a world where anyone can generate a brochure, presentation, or video simply by giving an AI tool a few instructions, investors are understandably questioning what Adobe’s future looks like. Ever since OpenAI’s ChatGPT burst onto the scene in 2022, Adobe has doubled down on generative AI with its Firefly model, integrated across Creative Cloud to help users create images and videos with ease, in hopes of staying ahead and expanding its user base.
