Adobe Stock

Adobe Inc. (Adobe) operates as a global technology company.

The company’s products, services, and solutions are used around the world to imagine, create, manage, deliver, measure, optimize, and engage with content across surfaces and fuel digital experiences. The company has a diverse user base that includes consumers, communicators, creative professionals, developers, students, small and medium businesses, and enterprises. The company is also empowering creators by putting the power of artificial intelligence (AI) in their hands, and doing so in ways that are responsible. The company’s products and services help unleash creativity, accelerate document productivity, and power businesses in a digital world.

Offerings

The company delivers a wide range of products, services, and solutions to empower its customers and users to imagine and express ideas, create content, and bring any digital experience to life. The company focuses its strategic investments in two areas of growth:

Digital Media: The company provides products, services, and solutions that enable individuals, teams, businesses, and enterprises to create, publish and promote their content anywhere, and accelerate their productivity by transforming how they view, share, engage with and collaborate on documents and content creation. The company’s Digital Media segment is centered around Adobe Creative Cloud and Adobe Document Cloud, which include Adobe Express, Adobe Firefly, Photoshop, Illustrator, Lightroom, Premiere Pro, Acrobat, Acrobat Sign and many more products, offering a variety of tools for creative professionals (like photographers, video editors, and game developers), communicators, and other consumers. This is the core of what the company has delivered to customers and users for decades, and it has continually evolved and expanded its Digital Media business model to provide its customers and users with a range of flexible solutions to help them reach their full creative potential.

Digital Experience: The company provides an integrated platform and set of products, services and solutions through Adobe Experience Cloud that enable businesses to create, manage, execute, measure, monetize, and optimize customer experiences spanning from analytics to commerce. The company’s customers include marketers, advertisers, agencies, publishers, merchandisers, merchants, web analysts, data scientists, developers, and executives across the C-suite. The foundation of the company’s offering is Adobe Experience Platform, which provides businesses and brands with an open and extensible system for customer experience management that transforms customer data into robust customer profiles that update in real time and uses insights to deliver personalized digital experiences across various channels.

The company offers a comprehensive suite of products, services, and solutions to its customers and users in its Digital Media business and Digital Experience business. In addition, the company’s Adobe GenStudio solution bundles together certain Digital Media and Digital Experience products across Creative Cloud and Adobe Experience Cloud, allowing businesses to simplify their content supply chain process with generative AI capabilities and intelligent automation.

Segments

The company operates through three segments: Digital Media, Digital Experience, and Publishing and Advertising.

Digital Media

The flagship of the company’s Digital Media business is Adobe Creative Cloud, a subscription service that allows subscribers to use its creative products integrated with cloud-delivered services across various surfaces and platforms. Creative Cloud addresses the needs of all content creators, from creative professionals, such as artists, designers, developers, students, and administrators, to knowledge workers, marketers, educators, enthusiasts, communicators, and consumers. The company’s customers rely on its products for content creation, photo editing, design, video and animation production, mobile application (app) and gaming development, and more. Customers can choose between the speed and ease of Adobe Express, the company’s AI- and template-first, task-based web and mobile app, or the greater power and precision of its flagship Creative Cloud apps. The company has significant opportunities to grow its Digital Media business by advancing every creative category across all surfaces; expanding content-first, task-based creativity with Adobe Express; enabling seamless collaboration across all stakeholders; inspiring the creative community through sharing and monetization; and expanding the user base of its tools through the infusion of AI into its products, services and solutions to enable users of any skill level to easily and efficiently create content using tools like Adobe Express while also enhancing the power and AI capabilities of its flagship apps for creative professionals.

The company’s Digital Media segment includes its Adobe Document Cloud business, a unified, cloud-based document services platform that integrates Adobe’s pioneering PDF technology with its Acrobat and Acrobat Sign apps to deliver fully digital document workflows across all surfaces. The company has the opportunity to continue to accelerate document productivity with Adobe Document Cloud and transform how people view, share, collaborate, and engage with documents. Trillions of PDF documents are created every year, reflecting the important role PDF plays globally. There are hundreds of millions of users who engage with PDF files on a daily basis in industries, such as legal, financial services, and publishing, as well as a broad array of communicators and Acrobat Reader customers who use the expanded capabilities provided by the company’s Acrobat apps and the document services platform in Document Cloud.

Strategy

The company offers a range of products and services that allow anyone to design and deliver content seamlessly.

The company is redefining the creative process with Creative Cloud to unleash everyone’s ability to imagine and express ideas. The company is empowering anyone, including novice content creators, communicators, and creative professionals, to create, edit, schedule, and share content quickly and easily using Adobe Express, which employs capabilities from products like Photoshop, Premiere Pro and Acrobat to deliver the best of Adobe to customers at any level. The company continues to integrate collaboration capabilities into its apps and workflows, such as its native integration of Frame.io’s review and approval capabilities into Premiere Pro, After Effects, Adobe Illustrator, and Adobe InDesign.

The company is expanding the capabilities of Creative Cloud on the web with the launch of Adobe Firefly and Photoshop on the web. The company is also infusing AI into its creative apps as a co-pilot to help its customers and users work faster and smarter, with new models for images and vector graphics, and AI-powered video features natively integrated into its flagship products like Photoshop, Illustrator, and Premiere Pro. The company is building its own foundation models in areas where it has domain expertise and which are most relevant to its customers. Developing the company’s own foundation models enables it to design Firefly to be commercially safe and in line with its AI Ethics principles of accountability, responsibility, and transparency. In fiscal 2023 (year ended December 1, 2023), the company introduced other innovations, such as new Adobe Firefly models, Text-Based Editing in Premiere Pro, Generative Fill and Generative Expand in Photoshop, Generative Recolor in Illustrator and Text to Image, and Text Effects in Adobe Express.

The company is pursuing new ways to inspire, empower, and connect the creative community, such as through its Create Change series, its creative residency program, and supporting live, interactive tutorials with creators on Behance. The company also offers a range of other creative products and services, including libraries of creative assets, such as Adobe Stock and Adobe Fonts, mobile-first apps, such as Lightroom Mobile, and Creative Cloud Libraries, a central place for users to store their assets.

In its Creative Cloud business, the company employs its product-led growth strategy to minimize the friction of customer interactions and drive positive product experiences, which results in increasing customer adoption, usage, conversion, expansion, and loyalty. The company also continues to employ a pricing strategy, as appropriate, to migrate its customers to higher-value offerings, as well as attract past customers and potential users to try out its products and ultimately subscribe. The company uses a data-driven operating model and its Adobe Experience Cloud solutions to drive and optimize customer awareness, engagement, and licensing of its creative products and services at every stop of the customer journey through its website and across other channels. Adobe.com is the central destination where the company engage individual and small business customers to sign up for and renew Creative Cloud subscriptions. The company’s customers have the flexibility to subscribe to over twenty of its Creative Cloud products through a single subscription or, for many of its apps, through various collections of its individual subscriptions to point products. To better serve its current users and potential users, the company offers free and premium levels for certain apps, such as Adobe Firefly and Adobe Express, and targeted packages and suites, such as its Photography Plan and Substance 3D Collection. The company’s generative AI capabilities are increasing the value of its existing subscription products, expanding its potential customer base, and increasing engagement and retention through Generative Credits—credits that provide users and subscribers the ability to generate content with Firefly. The collaboration features across many of the company’s products, such as in Photoshop on the web and Frame.io, help it to further expand its universe of customers beyond creative professionals to other stakeholders who use its products for review and approval, copywriting, social media marketing or other social content creation. The company utilizes channel partners to target mid-size creative customers with its Creative Cloud for Teams offering. The company’s direct sales force is focused on building relationships with its largest customers and driving adoption of its Creative Cloud for Enterprise offering. Overall, the company’s strategy with Creative Cloud is designed to enable it to increase its revenue with existing customers, attract new customers and grow a recurring, and predictable revenue stream that is recognized ratably.

In its Adobe Document Cloud business, the company expects to drive sustained long-term revenue growth through an expansion of its customer base by continuing to employ its product-led growth strategy, deliver the best PDF experience on and across every platform, improve Acrobat web’s functionality and ease of use, and expand the number of digital document and workflow-based actions in Acrobat. The company is driving innovation with Adobe Sensei, its cross-platform AI and machine learning technology, to make documents more intelligent and responsive. The company is unlocking business workflows through PDF and Acrobat Sign Application Programming Interfaces (APIs), accelerating Document Cloud adoption through digital and direct sales, and deploying diversified go-to-market motions to reach all industries and businesses of all sizes. With over 50 million online searches for PDF-related actions per month, the company intends to harness that demand and attract new users and customers to its Document Cloud services through Acrobat web, which allows anyone to quickly access tools to create, edit, convert, sign, and compress PDFs through their web browser. As with its Creative Cloud strategy, the company utilizes a data-driven operating model to market its Document Cloud solutions and optimize its subscription-based pricing for individuals, as well as small and medium businesses, large enterprises, and government institutions around the world. The company utilizes its corporate and volume licensing programs to increase its reach in its key markets and is continuing to focus on marketing and licensing Acrobat in targeted vertical markets, such as education, financial services, telecommunications, and government, and on expanding into emerging markets. The company will continue to engage in strategic partnerships to help expand its distribution reach and drive the enterprise business.

As its Document Cloud customers increasingly expect business processes to be seamless across surfaces and the web, the company is expanding its Document Cloud capabilities to meet this need. Acrobat Reader is available on mobile, and features AI-powered ‘Liquid Mode’ to automatically reformat PDFs for quick navigation and easier consumption on smaller screens. Acrobat is available on the web, delivering quick results for common PDF actions with a single click. Adobe Scan powers mobile devices with scanning capabilities, transforming paper documents into full-featured PDFs. Acrobat Sign also provides a green alternative to costly, paper-based solutions and offers a convenient solution for customers to digitally manage their documents, automate processes and contract workflows, and is integrated into Acrobat across all surfaces. By using Adobe Sensei to enhance customer experiences and adding new capabilities to Acrobat, Adobe Scan and Acrobat Sign, the company helps its customers and users continue to migrate away from paper-based processes and adopt its solutions for personalized, digital document experiences, growing its revenue with this business in the process.

Digital Experience

The company has a strategic opportunity to provide solutions that enable real-time personalization at scale and accelerate its customers’ content supply chain, with a streamlined and coordinated process from content ideation through deployment and measurement and optimization.

Adobe Experience Cloud is powering digital businesses by helping them provide exceptional personalized experiences to their customers via a comprehensive suite of solutions. Addressing the challenges of customer experience management is a large and growing opportunity and the company is in position to help businesses and enterprises invest in solutions that aid their goals to transform how they engage with their customers and constituents digitally.

Strategy

The Adobe Experience Cloud apps and services are designed to manage customer journeys, enable personalized experiences at scale and deliver intelligence for businesses of any size in any industry. The Adobe Experience Platform further strengthens the company’s differentiation by offering a way to connect its comprehensive set of solutions.

Adobe Experience Cloud delivers solutions for the company’s customers across the following strategic growth pillars:

Data Insights and Audiences: The company’s products, including Adobe Analytics, Customer Journey Analytics, Adobe Product Analytics, and its Real-time Customer Data Platform, deliver actionable data in real time to provide highly tailored and adaptive experiences across platforms.

Content and Commerce: The company’s products help customers manage, deliver, monetize, and optimize content delivery through Adobe Experience Manager and build multi-channel commerce experiences for business-to-business (B2B) and business-to-consumer (B2C) customers on a single platform with Adobe Commerce.

Customer Journeys: The company’s products help businesses manage, test, target, and personalize customer journeys delivered as campaigns across B2B and B2C use cases, including through Adobe Marketo Engage, Adobe Campaign, Adobe Target, and Adobe Journey Optimizer.

Marketing Planning and Workflow: The company’s products help businesses intelligently measure, optimize, and plan marketing investments through the Adobe Mix Modeler, and allow businesses to strategically plan, manage, collaborate, and execute on workflows for marketing campaigns and other projects at speed and scale with its enterprise work management app, Adobe Workfront.

The company’s intention is to deploy its capabilities to help enterprises generate highly engaging experiences, enable content creators to enhance creativity and scale content production, and provide marketing strategists with recommendations to improve marketing strategy and enhance the delivery of personalized customer journeys. Innovations like Adobe Sensei and Adobe Sensei GenAI—the company’s collection of natively embedded AI services in Adobe Experience Cloud that enable the delivery of more relevant and personalized customer journeys—enhance the delivery and personalization of digital experiences. Adobe Experience Cloud offers domain-specific AI services in areas, such as attribution and automated insights, customer journey management, lead management, sentiment analysis, one-click personalization, enhanced anomaly detection and more that work with Adobe Experience Platform to augment the company’s Experience Cloud product offerings. The company is also building generative AI into its Adobe Experience Cloud product offerings, such as the updated Adobe Experience Manager. By building on these features and capabilities, the company increases the value it provides its customers and create a competitive differentiation in the market.

Adobe Experience Cloud offers an open platform and ecosystem through the Adobe Experience Platform. Adobe Experience Platform’s open system transforms user data from across Adobe solutions and third-party software into robust customer profiles. Adobe customer profiles are updated in real time and include AI-driven insights, allowing a brand to deliver the right customer experiences across channels. This open architecture offers scalability with a wide variety of supporting products and services empowers users to quickly develop innovative apps to interact with customers and enables a broad industry ecosystem.

To drive growth of Adobe Experience Cloud, the company focuses on delivering customer engagement, growth within existing customer accounts, product differentiation and the best customer experience management solutions for B2B and B2C buyers across enterprise and mid-market segments. Within its established base of customers, the company intends to pursue growth through a scaled go-to-market approach focused on C-suite partnerships, transformational accounts, continued customer acquisition, customer value realization and solution expansion. The company utilizes a direct sales force to market and license its Experience Cloud solutions, as well as an extensive ecosystem of partners, including marketing agencies, systems integrators and independent software vendors that help license and deploy its solutions to their customers. The company also maintains several strategic partnerships with other technology companies that allow it to increase its market reach.

Publishing and Advertising

The company’s Publishing and Advertising segment contains legacy products and services that address diverse market opportunities including eLearning solutions, technical document publishing, web conferencing, document and forms platform, web app development, high-end printing, and its Adobe Advertising offerings. Graphics professionals and professional publishers continue to require quality, reliability and efficiency in production printing, and the company’s Adobe PostScript and Adobe PDF printing technologies provide advanced functionality to meet the sophisticated requirements of this marketplace. As high-end printing systems evolve and transition to fully digital, composite workflows, the company is well positioned to be a supplier of software and technology based on the Adobe PostScript and Adobe PDF standards for this industry.

Adobe Advertising delivers an end-to-end, demand-side platform for managing advertising across digital formats and simplifies the delivery of video, display and search advertising across channels and screens.

The company generates revenue in its legacy Publishing products and services by licensing its technology to original equipment manufacturers that manufacture workflow software, printers, and other output devices, and it generally generates revenue in Advertising through usage-based offerings.

Principal Products, Services, and Solutions

Digital Media Offerings

Creative Cloud

Adobe Creative Cloud is a cloud-based subscription to a collection of apps that enables creative professionals and enthusiasts alike to express themselves and collaborate with apps and services for photography, design, video, social media, and more that connect across surfaces, platforms, and geographies. Subscribers have access to cloud storage to easily sync, access, collaborate and share their work, files, and assets.

Creative Cloud paid plans include the Adobe Firefly web app, the premium version of Adobe Express, and AI-powered features natively integrated throughout Photoshop, Illustrator and Premiere Pro. Creative Cloud, Adobe Firefly, and Adobe Express paid plans include a monthly allocation of Generative Credits, which are tokens that enable subscribers to use its generative AI features to generate content using text-based prompts. All apps listed below and many more are available through subscriptions to Creative Cloud (except Substance 3D apps, which are sold separately through the Adobe Substance 3D Collection plan). The Creative Cloud All Apps subscription offering includes Adobe Acrobat for creating, converting, and editing PDFs, which is also available as a standalone product on Adobe.com. Many of the company’s apps are also available as a point product subscription.

Adobe Photoshop and Adobe Lightroom

Adobe Photoshop is the world’s most advanced digital imaging and design app, with powerful editing and effects tools to transform photos. It is available on desktop, iPad and through a web version. Features introduced in fiscal 2023 include Generative Fill and Generative Expand, which allow customers to use text prompts to quickly create, add to, remove, or replace images, or expand the borders of an existing image with AI-generated content without leaving Adobe Photoshop. Adobe Lightroom is its cloud-based photo service that allows subscribers to edit, organize, store, and share photos across desktop, tablet, mobile devices, and the web. Features introduced in fiscal 2023 include Lens Blur to blur the background or foreground by making a depth map of the photo using Adobe Sensei, the Denoise feature to remove noise in RAW photos and People Masking features to automatically select and edit facial hair and clothing. In addition to individual subscriptions to Photoshop and Lightroom, it offers a Photography Plan, which is a more limited cloud-based offering than Creative Cloud, targeted at photographers and photo enthusiasts and includes Photoshop, Lightroom and Lightroom Classic.

Adobe Illustrator and Adobe Fresco

Adobe Illustrator is the company’s industry-standard vector graphics app for desktop and iPad used worldwide by designers of all types who want to create digital graphics and illustrations for all kinds of media—print, web, interactive, video and mobile—from web and mobile graphics to product packaging to book illustrations and billboards. Features introduced in fiscal 2023 include Generative Recolor, which enables users to generate different color palettes using text prompts and apply them to their illustrations. Adobe Fresco is the company’s illustration app, available as a free or premium version on various surfaces, that brings together the world’s largest collection of vector and raster brushes and Live Brushes, powered by Adobe Sensei, to deliver a natural painting and drawing experience.

Adobe Premiere Pro

Adobe Premiere Pro is a nonlinear video editing app used by filmmakers, TV editors, YouTubers, and videographers. Customers can import and combine various types of media, from video shot on a mobile device to 8K to virtual reality, and then edit in its native format without transcoding. Automated tools and workflows for color, graphics, audio, and immersive 360/VR make the editing process more efficient. Premiere Pro offers Text-Based Editing, which allows users to review transcripts or search for keywords to find and edit the right content faster.

Adobe After Effects

Adobe After Effects is the company’s industry-standard motion graphics and visual effects app used by a wide variety of animators, designers, and compositors to create cinematic movie titles, add effects, and create animations. With an AI-enhanced Roto Brush, users can cut out objects from footage faster and more accurately than ever. After Effects works together seamlessly with other Adobe apps, such as Premiere Pro, Photoshop, Illustrator, and Adobe Audition, as well as third party software and hardware partners.

Adobe InDesign

Adobe InDesign is a design and layout app for print and digital media. The company’s customers use it to create, preflight, and publish a broad range of content, including books, eBooks, digital magazines, posters, and interactive PDFs for print, online and tablet app delivery. Tight integration with other Adobe offerings, such as Photoshop, Illustrator, Acrobat, Adobe Stock, Adobe InCopy, and Adobe Experience Manager expands InDesign’s capabilities and allows customers to collaborate and share content, fonts, and graphics across projects. Customers can also access Adobe’s digital publishing capabilities from within InDesign to create and publish engaging apps for a broad range of surfaces.

Adobe Express

Adobe Express is the company’s all-in-one creativity app with an array of AI-first capabilities directed towards first-time creators and communicators that enables easy-to-use video, marketing, and social content creation. Users can easily design high-impact design elements, engaging videos and images, resumes, PDFs, animation, and content ready for Instagram, TikTok and other social channels and platforms. The app features guided tools, one-click solutions for quick projects, simple drag and drop functions, collaboration tools, thousands of templates, and access to more than 20,000 fonts and the entire Adobe Stock photo collection, and allows users to easily plan, schedule, preview, and publish content all from one place. Firefly integrated into Adobe Express makes it possible to quickly generate custom images and text effects from text prompts in over 100 languages and is designed to be commercially safe. Adobe Express includes both free and premium features. With Adobe Express, Premium Creative Cloud subscribers can easily access, edit, and work with creative assets from Photoshop and Adobe Illustrator directly, or add linked files into Adobe Express that always stay in sync across apps.

Adobe Firefly

Adobe Firefly is the company’s family of creative generative AI models and standalone web app for exploring artificial intelligence (AI)-assisted creative expression. Firefly’s foundation generative AI models allow users to generate images, text effects, design templates, and vector graphics using a text description. Firefly AI models include a version of the Firefly Image Model, a Firefly Vector Model that generates fully editable vector graphics from text prompts, and a Firefly Design Model that generates fully editable design templates. Adobe Firefly supports text prompts in more than 100 languages. In addition, with Adobe Firefly for Enterprise, certain businesses are eligible to obtain an intellectual property indemnification for AI-generated content generated by most Firefly-powered workflows. Adobe Firefly-powered generative AI features are also available in Adobe Photoshop, Adobe Illustrator, Adobe Express, and Adobe Stock. Adobe Firefly is available for free with a limited number of Generative Credits per month. Once that limit is reached, users and subscribers can buy additional Generative Credits through a Firefly paid subscription plan.

The content that Adobe Firefly generates is designed to be commercially safe because the Adobe Firefly generative AI model is trained on licensed content, such as Adobe Stock, and public domain content for which copyright has expired. Every asset created using Adobe Firefly includes Content Credentials to indicate that generative AI was used, bringing more trust and transparency to digital content. Content Credentials are verifiable details that serve as a digital ‘nutrition label’ and can show information, including an asset’s name, creation date, tools used for creation, and any edits made.

Adobe Stock

Adobe Stock provides designers and businesses with access to millions of high-quality, curated, royalty-free photos, vectors, illustrations, videos, templates, audio, and 3D assets, for all their creative projects. Adobe Stock is built into its Creative Cloud apps, including Photoshop, Illustrator, InDesign, and Adobe Express, enabling users to search, browse, and add assets to their Creative Cloud Libraries and instantly access them across all connected surfaces. Adobe Stock assets include free and paid collections and may be licensed directly within Adobe’s apps, through stock.adobe.com or as a multi-asset subscription.

Frame.io

Frame.io is the company’s cloud-native creative collaboration platform that streamlines the production of creative assets by enabling creative professionals and key project stakeholders to collaborate with real-time upload, review and approval, frame-accurate commenting, annotations and more—now with support for still images, design files and PDFs. Frame.io is directly integrated with Premiere Pro and After Effects to allow video creators to request and receive streamlined frame-specific comments directly in those apps. Frame.io’s Camera to Cloud functionality allows creators automatically to upload footage from cameras and other recording devices on set directly into Frame.io for review, with integrations with still image cameras that can connect natively to the platform.

Substance 3D Collection

Substance 3D is an ecosystem of desktop apps, including Substance 3D Stager, Substance 3D Painter, Substance 3D Sampler, Substance 3D Designer, and Substance 3D Modeler. Customers can build and assemble 3D scenes with Stager, use tools in Painter to texture 3D assets, from advanced brushes to Smart Materials that automatically adapt to your model and use Sampler to digitize and enrich assets. Substance 3D Assets is a 3D materials library from which users can import professional quality 3D textures into their projects and generate infinite texture variations. Substance 3D Modeler, which is available on desktop and Meta Quest VR headsets, interprets spatial input from the physical world, allowing the user to sculpt a model as if in a real workshop, using natural, fluid gestures of the artistic flow, and switch between VR and desktop, at every project stage.

Behance

Behance is a social community for creators to showcase and discover creative work online and live-stream their skills and creations from Creative Cloud apps. Adobe Portfolio allows users to quickly and simply build a fully customizable and hosted website that seamlessly syncs with Behance.

Adobe Document Cloud

Adobe Document Cloud is a cloud-based subscription offering that enables complete, reliable, and automated digital document and signature workflows across desktop, mobile, web and third-party enterprise apps to drive business productivity for individuals, teams, small businesses, and enterprises. With Document Cloud, users can create, review, approve, sign, and track documents and store them in the cloud for easy access and sharing across surfaces. Document Cloud includes Adobe Acrobat, Acrobat Sign, Adobe Scan and other apps and API services that work standalone or integrate with users’ existing productivity apps, processes, and systems.

All the apps listed below are available through a subscription to Adobe Acrobat. With the Acrobat Standard plan, subscribers can convert, edit, request signatures, and protect PDFs. With the Acrobat Pro plan, subscribers have full convert and edit capabilities, advanced e-signature features including bulk send and custom branding, advanced protection, and additional PDF features. The company also offers Adobe Acrobat subscription plans for teams and enterprises. Acrobat Sign is included in Adobe Acrobat subscriptions for individuals and teams. Document Cloud for enterprise includes Acrobat, Acrobat Sign, and APIs, including third-party partner integrations. Adobe Acrobat Reader and Adobe Scan are also separately available as free downloads.

Adobe Acrobat

At the heart of Adobe Document Cloud is Adobe Acrobat, the company’s comprehensive PDF solution with a full set of tools to convert, edit, share and sign PDFs across various surfaces and platforms. Acrobat enables automated, collaborative workflows with a rich set of commenting, editing, and sharing tools and direct integration with Acrobat Sign. Acrobat’s unified Share button combines sharing a link, sending the file by email, and sharing a file with others into one streamlined action, simplifying the sharing and review experience. The company’s Acrobat Chrome and Edge extensions allow users to access its Acrobat tools without leaving the web browser. Acrobat is offered on a standalone basis and in the company’s Creative Cloud All Apps subscription offering.

Adobe Acrobat Reader

Adobe Acrobat Reader, the company’s free software for reliable viewing, annotating, and printing of PDF documents on a variety of surfaces and platforms, offers features to create, edit, export, combine, share, and collaborate on PDF documents, including the ‘Liquid Mode’ feature powered by Adobe Sensei that automatically reformats PDFs for quick navigation and consumption on mobile devices. Users of both Acrobat and Acrobat Reader can also access, edit, and save changes to their PDF files stored in the Adobe Document Cloud, or other third-party cloud storage services.

Adobe Scan

Adobe Scan can be used for free on mobile devices to provide scanning capabilities in the pocket of every person. It captures paper documents as images and transforms them into full-featured and versatile PDFs via Adobe Document Cloud services for instant sharing with others. Optical character recognition allows users to convert scanned documents into editable, searchable PDF files instantly.

Acrobat Sign

The company’s cloud-based e-signature service, Acrobat Sign, allows users securely to send any document electronically for signature across surfaces. Through web and mobile apps, Acrobat Sign enables users to e-sign documents and forms, send them for signature, track responses in real time and obtain instant signatures with in-person signing. Acrobat Sign also integrates with users’ enterprise systems through a comprehensive set of APIs and Adobe Experience Manager Forms and Advanced Workflows for Acrobat Sign, to create forms and provide seamless experiences to customers across web and mobile sites.

Digital Experience Offerings

Adobe Experience Cloud is a comprehensive collection of best-in-class products, services, and solutions to manage the customer experience, all integrated onto a cloud platform, along with service, support, and an open ecosystem. Adobe Sensei uses AI and machine learning technology to analyze large amounts of data and make intelligent in-app recommendations, automate repetitive tasks, and drive real-time decisions within the company’s products. Adobe Sensei GenAI allows customer experience and marketing teams to use natively embedded generative AI to deliver more accurate and personal customer journeys.

Experience Cloud includes the following sets of solutions for the company’s customers: Adobe Experience Platform, Data Insights and Audiences, Content and Commerce, Customer Journeys, and Marketing Planning and Workflow.

Adobe Experience Platform

Adobe Experience Platform is a purpose-built platform for customer experience management that helps users collect, connect, and activate known and unknown customer data from every interaction across sources and channels in real time to create robust, unified customer profiles. Adobe Experience Platform standardizes data for intelligence and profile creation and provides an open and extensible cloud infrastructure, real-time updates, and AI-driven insights and scalability. Adobe Experience Platform also offers Query Service and Data Science Workspace, which enable users to gain deeper insights from stored datasets and customer journey intelligence. These tools leverage predefined data-driven operational best practices, AI and business intelligence to enable and optimize real-time decisions, actions and business processes. Users can leverage Adobe Experience Platform to activate AI-driven insights across all Adobe Experience Cloud apps in near real time.

Data Insights and Audiences

The company’s Data Insights and Audiences solutions enable users to stitch together data from across the consumer journey into a single view to provide insights based on every interaction in real time, easily share data and analyses across teams and organizations and use AI and machine learning to optimize personalization. The following is a brief description of the company’s products for Data Insights and Audiences.

Adobe Analytics

Adobe Analytics helps the company’s customers create a holistic view of their business by turning customer interactions into actionable insights. Driven by AI and machine learning, Adobe Analytics collects, organizes, and structures vast streams of data from virtually any channel, including streaming web data, to deliver real-time insights that are easy for users to process, analyze, and share to quickly identify problems and opportunities and to drive conversion and relevant customer experiences. The company’s customers can use these analytics to continuously improve marketing activities and better direct their marketing spend. The company’s Analysis Workspace features a drag-and-drop interface that allows customers to craft an analysis, add visualizations so they can bring data to life, curate a dataset and share and schedule projects across their organization, among other features.

Adobe Product Analytics

Adobe Product Analytics enables product teams to self-serve data and insights about their product experience through guided analysis workflows built on cross-channel data from Customer Journey Analytics. This cross-functional analytics suite allows product teams to partner closely with their marketing and customer experience counterparts to coordinate and deliver more personalized customer experiences across all channels using a single source of data, audience, and metrics. Adobe Product Analytics has native integrations across Adobe Experience Platform, including integrations with Adobe Journey Optimizer and Real-Time Customer Data Platform that allow product owners to act immediately by publishing real-time audiences for activation.

Customer Journey Analytics

The company’s Customer Journey Analytics service, built on Adobe Experience Platform, brings a powerful set of analytics tools that allow brands to interactively explore and visualize the end-to-end customer journey across multiple channels and utilize AI-powered insights, while making such analytics more accessible across their organization, to ensure that customer journeys flow seamlessly regardless of channel.

Real-Time Customer Data Platform

Adobe’s Real-Time Customer Data Platform is an app service that delivers real-time personalization at scale to enable its enterprise customers to bring together their internal and external, known, and unknown customer data to activate real-time customer and account profiles that allow for B2C and B2B marketers to deliver timely, relevant experiences across channels. It does so by activating Adobe Experience Platform’s unified customer profiles across channels to leverage intelligent decision making throughout the customer journey and deliver hyper-personalized experiences across all known channels and surfaces. The Real-Time Customer Data Platform utilizes an open and extensible architecture that allows integration with a variety of data sources and activation touchpoints and provides continuous data refreshes to keep customer profiles updated in near real time.

Content and Commerce

The company’s Content and Commerce solutions help its customers manage, deliver, personalize and optimize content across web, mobile, and app interfaces, as well as enable shopping experiences that scale from mid-market to enterprise businesses, across surfaces and channels. The following is a brief description of the company’s products for Content and Commerce.

Adobe Experience Manager

Adobe Experience Manager combines digital asset management with a content management system and an end-to-end digital document solution. Adobe Experience Manager Sites provides a marketer and developer-friendly content management system built on a scalable, cloud-native foundation to create and deploy personalized experiences across every channel. Adobe Experience Manager Assets offers cloud-native digital asset management to create, manage, deliver, and optimize personalized experiences at scale. Adobe Experience Manager Forms provides a cloud-native and scalable solution for personalized end-to-end digital customer onboarding and enrollment, enabling users to create, manage, publish, and approve forms and documents.

Adobe Experience Manager Screens allows customers to connect online and in-venue experiences through digital signage, and Adobe Developer App Builder, which provides a set of tools and services to developers to extend Experience Manager to customers’ existing infrastructure and apply unique parameters to make the UI look and feel unique for their organizations.

Adobe Commerce

Adobe Commerce offers a highly customizable, end-to-end e-commerce platform to manage, personalize and optimize the commerce experience for physical and digital goods across every touchpoint by bringing together digital commerce, order management and predictive intelligence to enable engaging shopping experiences across B2C, B2B, and direct-to-consumer. Based on an open-source ecosystem with thousands of third-party extensions, Adobe Commerce extends beyond the online shopping cart to shoppable experiences, with actionable data analysis and automated back-end workflows, native integrations with other Adobe products, such as Analytics, Target, Experience Manager and Creative Cloud and the capability to be scalable and extensible.

Customer Journeys

The company’s Customer Journeys solutions enable its customers to manage and orchestrate individual cross-channel campaigns that encourage meaningful customer experiences, personalize content, and deliver optimized experiences at scale that are important to each of their customers and plan, orchestrate and measure engagement with their prospects and consumers at every stage of the customer journey. The following is a brief description of the company’s products for Customer Journeys:

Adobe Marketo Engage

Adobe Marketo Engage is a customer experience management solution optimized for B2B, cross-channel campaigns by bringing together planning, engagement and measurement capabilities into an integrated marketing platform. Capabilities include lead nurturing and management, predictive account profiling for creating account-based experiences, integrated sales app and integrations with third-party marketing apps and Adobe Experience Cloud. Adobe Marketo Engage simplifies how companies plan, orchestrate and measure engagement at each stage of the customer experience, and allows companies to better align marketing and sales to engage high priority accounts.

Adobe Campaign

Adobe Campaign is optimized for managing B2C cross-channel marketing campaigns. Adobe Campaign enables marketers to orchestrate the entire consumer journey and use consumer data to create, coordinate and deliver dynamic, personalized experiences that are synchronized across channels, including email, mobile and offline, and determined by their consumers’ behaviors and preferences. Adobe Campaign’s features also include AI-powered email management, multidimensional targeting, in-app messaging, and dynamic, customizable reports to analyze success.

Adobe Target

Adobe Target is an AI- and machine learning-driven personalization engine that lets the company’s customers test, target and optimize content across channels. With Adobe Target, the company’s customers have the tools they need to create omnichannel personalized experiences and create A/B and multivariate tests, done at scale through AI-powered automation so they can quickly discover the best consumer experience and deliver that experience across all touchpoints.

Adobe Journey Optimizer

Adobe Journey Optimizer is a scalable app built on the Adobe Experience Platform that allows brands to orchestrate and deliver personalized, connected customer journeys across any app, surface, screen, or channel. With this solution, brands can manage inbound customer engagement with outbound omnichannel campaigns and offer personalized content based on real-time profiles, data-driven insights, cloud-native scalability, and API extensibility, all within a single app. The company’s enterprise customers can trigger individual consumer journeys and use real-time insights to personalize that journey, as well as visually map individual journeys across systems in an intuitive, workflow-based interface. Adobe Journey Optimizer also allows businesses to track detailed performance of executed journeys and how individuals are progressing in real time, with data automatically sent to Adobe Experience Platform to allow full-funnel analysis.

Marketing Planning and Workflow

Adobe Workfront

Adobe Workfront provides a unified work management app to enable teams to work more efficiently, with tools to strategize, plan, execute, review, and deliver on complex workflows. Integrations with Creative Cloud and Adobe Experience Manager Assets allow the company’s enterprise customers to scale content production with greater speed and efficiency.

Adobe Mix Modeler

Adobe Mix Modeler is a self-serve solution powered by Adobe Sensei that helps organizations measure, optimize, and plan marketing investments. Adobe Mix Modeler applies machine learning models that provide insights via cross-channel, summary datasets in Adobe Experience Platform on the historic and future impact of marketing investments on key business goals. This holistic understanding of the top-to-bottom impact of campaigns enables marketers to measure, plan, monitor, and adjust all marketing campaigns in a single app.

Other Products, Services, and Solutions

The company also offers a broad range of other enterprise and digital media products, services, and solutions.

Operations

Marketing and Sales

The company markets its products, services, and solutions directly to enterprise customers through its sales force and local field offices and directly to consumers. The company licenses its products to end users through app stores and its own website at adobe.com. The company offers many of its products via a SaaS model or a managed services model (both of which are referred to as hosted or cloud-based), as well as through term subscription and pay-per-use models. Beginning in late 2023, the company offers subscriptions with Generative Credits for generative AI creation with Firefly. It also markets and distributes its products through sales channels, which include distributors, retailers, software developers, mobile app stores, systems integrators, independent software vendors, and value-added resellers, as well as through original equipment manufacturer and hardware manufacturer customers.

The company’s local field offices include locations in Armenia, Australia, Belgium, Brazil, Canada, China, Denmark, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Republic of Moldova, the Netherlands, Poland, Romania, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, the United Kingdom, and the United States.

The company sells most of its products through a software subscription model where its customers purchase access to a product for a specific period during which they always have rights to use the most recent version of that product. The company also licenses perpetual versions of certain products with maintenance and support, which includes rights to upgrades, when and if available, support, updates, and enhancements.

Services and Support

The company provides expert consulting, customer success management, technical support, and learning services across all its customer segments, which include enterprises, small and medium businesses, creative professionals, and consumers. With a focus on ensuring sustained customer success and realized value, this comprehensive portfolio of services is designed to help customers and partners maximize the return on their investments in the company’s cloud solutions and licensed products.

Consulting Services

The company has a global professional services team dedicated to designing and implementing solutions for its largest customers. The company’s professional services team uses a comprehensive, customer-focused methodology that has been refined over years of capturing and analyzing best practices from numerous customer engagements across a diverse mix of solutions, industries, and customer segments. Its customers continually seek to integrate across Adobe’s products and cloud solutions and engage its professional services teams for their expertise in leading customers’ digital strategies, multi-solution integrations and in running customer platforms. Using its methodology, the company’s professional services teams can accelerate customers’ time to value and maximize customers’ return on their investment in Adobe solutions.

Another key component of Adobe’s strategy is developing a large partner ecosystem to expand the availability of Adobe solutions in the global marketplace. To assist partners in building their respective digital practices, Adobe Global Services provides a comprehensive set of deliverables through Adobe’s Solution Partner Program. The breadth of services offered in the program provides systems integrators, agencies, and regional partners the tools required to develop core capabilities for positioning and building with Adobe technology, as well as implementing and running customer platforms.

Customer Success Account Management

Adobe Customer Solutions provides Customer Success Managers, who work with enterprise and commercial customers on an ongoing basis to understand their business needs, promote faster solution adoption and align product capabilities to customers’ business objectives to maximize the return on their investment in Adobe’s offerings. The company engages customers to share innovative best practices, relevant industry and vertical knowledge and proven success strategies based on its extensive engagements with leading marketers and brands. The performance of these teams is directly associated with customer-focused outcomes.

Technical Support

The company provides enterprise maintenance and support services to customers of subscription products as part of the subscription entitlement and to perpetual license customers via annual fee-based maintenance and support programs. These offerings provide customers with technical support on the products customers have purchased from Adobe; how to help in using its products; and product upgrades and enhancements during the term of the maintenance and support or subscription period, which is typically one to three years.

The company provides product support through its support organization that includes several regional and global support centers, supplemented with outsourced vendors for specific services. Customers can seek help through multiple channels, including phone, chat, web, social media, and email, allowing quick and easy access to the information they need. These teams are responsible for providing timely, high-quality technical expertise on all the company’s products.

Certain consumers are eligible to receive Getting Started support, to assist with easy adoption of their products. Support for some products and in some countries may vary. For enterprise customers with greater support needs, the company offers personalized service options through Premium Services options, delivered by global support centers and technical account managers who can also provide proactive risk mitigation services and on-site support services for those with business-critical deployments.

The company also offers delivery assurance, technical support, and enablement services to partners and developer organizations. The company provides developers with high-quality tools, software development kits, information, and services.

Digital Learning Services

Adobe Customer Solutions offers a comprehensive portfolio of learning and enablement services to assist the company’s customer and partner teams in the use of its products, including those within Digital Experience, Digital Media and other legacy products, services, and solutions. The company’s training portfolio includes a large number of free online self-service learning options on learning.adobe.com. Adobe Digital Learning Services also has an extensive portfolio of fee-based learning programs, including a wide range of traditional classroom, virtual and on-demand training and certifications delivered by its team of training professionals and partners across the globe.

These core offerings are complemented by the company’s custom learning services, which support its largest enterprise customers and their unique requirements. Solution-specific skills assessments help its enterprise customers objectively assess the knowledge and competencies within their marketing teams and tailor their learning priorities accordingly.

Investments

From time to time, the company makes direct investments in privately held companies. The company enters into these investments with the intent of securing financial returns, as well as for strategic purposes, as they often increase its knowledge of technological developments in the industry and expand its opportunities to provide Adobe products, services, and solutions.

Protecting and Licensing Products

The company protects its intellectual property through a combination of patents, copyrights, trademarks and trade secrets, foreign intellectual property laws, confidentiality procedures, and contractual provisions. The company has the U.S. and international patents and pending applications that relate to various aspects of its products and technology. The company has also registered, and applied for the registration of, the U.S. and international trademarks, service marks, domain names, and copyrights.

The company licenses its desktop software and mobile apps to users under ‘click through’ or signed license agreements containing restrictions on duplication, disclosure, and transfer. Similarly, cloud products and services are provided to users under ‘click through’ or signed agreements containing restrictions on access and use. The company’s enterprise customers license its hosted offerings as Software-as-a-Service (SaaS) or Managed Services via agreements based on its enterprise licensing terms.

The company acquires products or technology developed by others by purchasing the stock or assets of the business entity that owns the technology. In other instances, the company has licensed or purchased the intellectual property ownership rights of programs developed by others with license or technology transfer agreements that may obligate it to pay a flat license fee or royalties, typically based on a dollar amount per unit or a percentage of the revenue generated by those programs.

History

The company was founded in 1982. It was incorporated in California in 1983 and was reincorporated in Delaware in 1997. The company was formerly known as Adobe Systems Incorporated and changed its name to Adobe Inc. in 2018.