Key Takeaways
- Adobe's 'Made to Create' campaign marks its first integrated brand push in five years.
- Adobe's AI-first annual recurring revenue surged more than 150% year-over-year.
- Monthly active users across free and paid products topped 100 million, up 70% YoY.
Adobe’s latest ad makes the case for human creativity at a time when AI is challenging the economics of the creative software business.
At Adobe Max, the company’s annual creativity conference in Miami, the company put its new “Made to Create” campaign at the center of the event, bringing together over 30 artists from 18 countries to showcase the people and the Adobe tools behind the work.
The campaign is the first time in five years that Adobe has brought the breadth of its products together in a single campaign execution, according to Lara Balazs, Adobe’s chief marketing officer.
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