Adobe is expanding artificial intelligence tools for creative and marketing work as its Asia-Pacific chief argues that growing volumes of generated media may make audiences more selective.
Ben Goodman, Adobe’s president for Asia-Pacific and Japan, made that case in an interview published Nov. 2 by The Straits Times. He said easier production could increase demand for higher-quality digital content.
Adobe introduced Firefly in March 2023 with image-generation and text-effect tools. In April 2026, it announced CX Enterprise Coworker, an agentic AI offering for customer-experience workflows that includes human oversight. Adobe describes its AI products as tools for connecting data, content and customer journeys to support personalized marketing.
The company reported US$6.76 billion in revenue for its third quarter of fiscal 2026, which ended Aug. 28. Creative & Marketing Professionals subscription revenue rose 13% year over year to US$4.65 billion. Business Professionals & Consumers subscription revenue increased 16% to US$1.91 billion. Adobe also reported that AI-first annualized recurring revenue grew more than 150% year over year in Q3 FY2026. The customer-group figures do not show AI products’ individual revenue contribution.
Adobe’s latest quarterly filing cites intensifying competition from AI and cloud-native companies. It also warns that customers may not adopt or pay for AI offerings as expected, and that AI could change workforce needs. The Straits Times interview also reported creative workers’ concerns about job displacement and the value of art.
Adobe and Singapore’s Home Team Science and Technology Agency (HTX) announced a two-year memorandum of understanding in May 2026. Their planned proof of concept will explore content provenance, detection of manipulated content, and image and document verification.
Adobe’s fourth-quarter fiscal 2026 revenue target is US$6.80 billion to US$6.85 billion.
